what is content | content marketing | imagination
DESCRIPTION
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?TRANSCRIPT
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WHAT ISCONTENT?
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What consumers want to read
WHAT IS CONTENT? IT’S...
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WHAT IS CONTENT? IT’S...
What consumers want to watch
Read
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WHAT IS CONTENT? IT’S...
What consumers want to listen to
Read Watch
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WHAT IS CONTENT? IT’S...
That’s a rather simple definition for something with a big payoff.
Read ListenWatch
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To engage with consumers in the most impactful way possible,
CONTENT HELPS YOU REACH BUSINESS OBJECTIVES:
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By allowing consumers to make their own choices, on their own time about a business’s products and services.
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Because, at the end of the day, consumers will enjoy content, not the hard sell.
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In fact, 73 percent of consumers want advertisements to do more than sell. Advertisements should tell a unique story.*
*Adobe/Edelman Berland survey
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Stories offer consumers knowledge, not just noise.
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magazines.magazines.
STORIES ARE TOLD THROUGH
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magazines. And video clips.
STORIES ARE TOLD THROUGH
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magazines. And video clips.
And tweets.
STORIES ARE TOLD THROUGH
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magazines. And video clips.
And tweets.
And Facebook posts.
STORIES ARE TOLD THROUGH
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magazines. And video clips.
And tweets.
And Facebook posts.
And pins.
STORIES ARE TOLD THROUGH
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Content is any story that consumers seek out when they want it and where they want it.
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Without unwanted interruption to their days.
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And that’s what traditional marketing can’t do by itself.
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A traditional advertisement serves as an interruption to the consumer’s day.
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So build a brand story like it’s a
two-way conversation between your
company and them.
YOU WANT CONSUMERS TO CRAVE YOUR CONTENT,
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As your brand’s relationship with them grows, eventually these consumers pass your story along to others.
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Soon your consumers become the media, your brand advocates, and then they’ll create more content for you.
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And that’s all because your effective content helps transform them from the uninformed to the informed.
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Content allows consumers to become better people, not just better customers.
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Flaunt the right fashion for a job interview,
IT MOVES PEOPLE TO
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Master the tools of the kitchen to become a top chef,
IT MOVES PEOPLE TO
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It moves people to
Flourish in retirement, and more.
IT MOVES PEOPLE TO
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It makes your business the thought leader, the expert, the hero.
It moves people toIT MOVES PEOPLE TO
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That’s content, and it’s fueling modern brands.
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