WHAT IS CONTENT?
What is Content | Content Marketing | Imagination
Nov 15, 2014
In the dynamic world of modern marketing, content is making quite a comeback.
In fact, 55 percent of marketers plan to boost their content-marketing budgets in 2013, according to a survey conducted by Ad Age late last year.
Despite the numbers, traditionalists may wonder whether content’s truly worth its salt. If it’s properly planned and effectively executed, the answer is a resounding yes.
Brands from Ford to Target to Procter & Gamble have already made content a core part of their marketing strategies, creating purposeful media pieces that empower their loyal customers (and bring new ones into the fold).
Still, the question remains: What exactly is content, and what separates the kind that drives, enhances and inspires from the drivel?
In fact, 55 percent of marketers plan to boost their content-marketing budgets in 2013, according to a survey conducted by Ad Age late last year.
Despite the numbers, traditionalists may wonder whether content’s truly worth its salt. If it’s properly planned and effectively executed, the answer is a resounding yes.
Brands from Ford to Target to Procter & Gamble have already made content a core part of their marketing strategies, creating purposeful media pieces that empower their loyal customers (and bring new ones into the fold).
Still, the question remains: What exactly is content, and what separates the kind that drives, enhances and inspires from the drivel?
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Transcript
WHAT ISCONTENT?
What consumers want to read
WHAT IS CONTENT? IT’S...
WHAT IS CONTENT? IT’S...
What consumers want to watch
Read
WHAT IS CONTENT? IT’S...
What consumers want to listen to
Read Watch
WHAT IS CONTENT? IT’S...
That’s a rather simple definition for something with a big payoff.
Read ListenWatch
To engage with consumers in the most impactful way possible,
CONTENT HELPS YOU REACH BUSINESS OBJECTIVES:
By allowing consumers to make their own choices, on their own time about a business’s products and services.
Because, at the end of the day, consumers will enjoy content, not the hard sell.
In fact, 73 percent of consumers want advertisements to do more than sell. Advertisements should tell a unique story.*
*Adobe/Edelman Berland survey
Stories offer consumers knowledge, not just noise.
magazines.magazines.
STORIES ARE TOLD THROUGH
magazines. And video clips.
STORIES ARE TOLD THROUGH
magazines. And video clips.
And tweets.
STORIES ARE TOLD THROUGH
magazines. And video clips.
And tweets.
And Facebook posts.
STORIES ARE TOLD THROUGH
magazines. And video clips.
And tweets.
And Facebook posts.
And pins.
STORIES ARE TOLD THROUGH
Content is any story that consumers seek out when they want it and where they want it.
Without unwanted interruption to their days.
And that’s what traditional marketing can’t do by itself.
A traditional advertisement serves as an interruption to the consumer’s day.
So build a brand story like it’s a
two-way conversation between your
company and them.
YOU WANT CONSUMERS TO CRAVE YOUR CONTENT,
As your brand’s relationship with them grows, eventually these consumers pass your story along to others.
Soon your consumers become the media, your brand advocates, and then they’ll create more content for you.
And that’s all because your effective content helps transform them from the uninformed to the informed.
Content allows consumers to become better people, not just better customers.
Flaunt the right fashion for a job interview,
IT MOVES PEOPLE TO
Master the tools of the kitchen to become a top chef,
IT MOVES PEOPLE TO
It moves people to
Flourish in retirement, and more.
IT MOVES PEOPLE TO
It makes your business the thought leader, the expert, the hero.
It moves people toIT MOVES PEOPLE TO
That’s content, and it’s fueling modern brands.
www.imaginepub.com
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