The world of content marketing has evolved a great deal over the years. In 2015, many brands began to realise the potential of this form of advertising – particularly if the power of digital delivery is harnessed. Now, PulsePoint’s head of demand for Europe, the Middle East and Asia, Ben Pheloung, has suggested that 2016 has seen companies finally understand that distribution and context are as essential for content marketing as producing the material in the first place.
Talking about how the content marketing industry has grown, Mr Pheloung said: “We have always said that content is king, but now brands are realising that data, distribution and context are just as vital. Your content means nothing if nobody sees it.”
The increased use of content marketing has been significant. In fact, new estimates from the Content Marketing Association’s (CMAs) managing director, Clare Hill, said that the channel would reach a value of £6bn by the close of the year. This is partly because marketing budgets have increased by an average of 25 per cent annually. Ms Hill says that as ad blocking has seen increasing activity, content marketing has become a favoured way of delivering valuable material, because success can be easily measured, and engaging relationships can be nurtured. In fact, some brands have become so involved that content is now the cornerstone of their advertising operations. For example, with its YouTube webisodes, TV shows and feature-length movie, Lego have made the move from a simple product to a media mogul. Similar success is being seen by brands like GoPro and Red Bull.
An expert in the industry, Rhiannon Thompson, says that content strategists need to ensure their brands are continuing to make investments, particularly in sophisticated measurement and data collection solutions. Agility remains a top priority, with real-time measuring and monitoring likely to grow in importance. “The ability to shape content according to the detailed statistics now available ensures greater ROI and efficiencies in content-to-audience delivery,” Ms Thompson explained.
While many believe that real-time means should always be present, Mr Pheloung suggests this is not the case. For example, while brands like Red Bull and Adidas have the capital to offer a rich content programme, smaller firms should invest in engaging and meaningful content that is offered in the right digital space. “Think less like a marketer and more like a consumer,” Mr Pheloung suggests. As an example, a nappy manufacturer could focus on building a wide space in the parenting niche. Likewise, companies providing financial services could produce content based on helping people secure better credit scores or explaining the implications of the latest budget. Instead of trying to be everywhere, these companies would instead stay focused on their niche and offering content in the right context.
While context, data and distribution are crucial for future content marketing strategies, the most important element remains a current and proven tactic – remaining genuine. This enables brands to establish their credibility and remain transparent, helping to generate true emotional connections with fans, followers and customers.
