Quality over Quantity. Effectiveness over Effusiveness.
If 2017 was the year of marketers pulling budgets and challenging the value of activities previously taken for granted, such as award participation and ad fraud; we think 2018 will be the year of media effectiveness. Decision-makers will demand greater and more granular accountability in media spend, technology investments and content effectiveness.
Given the push for content effectiveness, thoughtful and well-researched content marketing initiatives will find their time in the sun, this year.
So first of all, for the uninitiated, what’s content marketing?
Content marketing is a strategic marketing technique of creating and distributing valuable, relevant and consistent content to attract and retain a clearly defined audience. While digital by provenance, content marketing is by its nature a practice which is media agnostic, taking the case of that old adage: right message, right time, right audience extremely literally and granularly. When applied correctly, content marketing should unify all marketing and communications efforts behind a unified content strategy, with realistic and relevant ROI measurement frameworks in place to analyze success and augment activity.
Why is it important?
Content is booming yet the audience attention is finite. In order to be heard, organizations need to be very careful about how they communicate.
As social and digital media has matured over the years, numerous (and often, major-player) marketers have become lazy about how they communicate, seeing social and digital channels as extensions of their traditional advertising approach. They’ve realized the potential reach of digital however have not necessarily respected the nuanced approach that’s required in order to achieve impact. Consequently, customers are bombarded with ads and messages which offer them little or no value. Given the suite of techniques and tools advertisers have at their disposal, such as super-refined audience segmentation techniques and location-based addressable media, customers can be engaged meaningfully when they’re in a certain mindset. It’s here the opportunity lies – but it’s on marketers to do their homework and have the right team that can bring such initiatives to fruition.
Where does success and failure lie?
(Clue: It’s much more more precious than money)
An agile and flexible content marketing strategy that is grounded in reality is key to success, according to the Content Marketing Institute’s 2017 benchmark report. Understanding that content marketing is not a quick-fix “silver bullet” but rather requires the all-too-precious investment of time and internal alignment is also clear.
Organizations fail where there’s a lack of strategy, time and internal alignment.
Content marketing has the capacity to resonate more powerfully with customers because it’s carefully tailored to their needs and interests. For brands that want to be heard, an investment in content is almost inevitable, with more than 40% of B2C and B2B marketers increasing their investment in the practice in 2017.
As is often the case in life, the greatest rewards are hard-fought for. So too with gaining the attention and desired action of your intended customer; a well-thought out, creative and resonant content marketing program is your best means of success.
Next up? Bravo Romeo’s 2018 Media and Marketing Trends across Content, Data and Technology. PART 2: DATA