Content marketing continues to rise in importance for marketers, with one recent piece of research by Content Marketing Agency Seven claiming that 80% of senior marketers view owned media as either effective or very effective at delivering return on investment for their brands. Indeed, for many brands, content is the holy grail of customer engagement: it builds reputation, get their consumer attention, keeps them coming back for more and sells products. So, working on that analogy here’s what we see as the 10 commandments of content marketing…
Posts By: Julia Hutchison
For the past three or four years, mobile has been purported to be the next big thing for everything from publishing to ecommerce. But it is only now that it is finally reaching critical mass, particularly in terms of the profitability of m-commerce, and having an undeniably substantial impact on the way in which we shop.
The recent release of Australian director Baz Luhrmann’s film, The Great Gatsby, has drawn a tide of column inches. Surprisingly, however, this has not solely been for its screenplay and sumptuous cinematic experience, but also because it appears to have set a new benchmark for promotional tie-ins with luxury brands.
Visit the ‘Guide to style’ on the film’s website and you’ll find a string of content (pictured) which sees the film’s stars enthusing over everything from the Tiffany props and Mac make-up to the Brooks Brothers costumes. On top of this the press has been littered with pictures of the glamorous premiere party in Cannes, brought to you by Moët & Chandon. Meanwhile, Fairmont Hotels’ flagship New York property, The Plaza, which features in both the film and the original novel, is celebrating its own tie-in to the film with a Moët pop-up bar and a weekly ‘Gatsby Hour’ delivering an immersive Gatsby experience. Also, the group’s iconic London hotel, the Savoy, has launched a special cocktail in its American Bar. Even Harrods has got in on the act with its Gatsby-themed window displays.
That’s twice as many as in 2012 and it places content marketing above search engine optimisation, mobile communications and media buying in marketers’ overall list of priorities. But while there is a clear shift in attention towards content marketing as a key business tool, do marketers and brands really have the skillsets to capitalise on this growing trend? Read more on Where content marketers go wrong – 5 rules for brands…
The past 12 months has seen content marketing become a big hitter in the marketing discipline stakes and there are plenty of lessons marketers need to learn for the year ahead to make the most of the growing medium. 2012 has been a great year for content marketing, one that has seen it established as a key discipline as brands look to create a genuine rapport with their target audience. And there are big names leading the charge; the likes of Coca-Cola and Red Bull both embed content strategy as an integral part of their overall marketing strategy.