Claire Lekwa explores four social content resolutions for marketers in 2014.

1. 4 Social Content Resolutions
for Marketers in 2014

2. Focus on the right content engine for
your brand
Content marketing reached a new high this year and 80%
of marketers expect a moderate to aggressive shift in
future content marketing spending, according to a recent
study.
But this doesn’t mean brands need to become overnight
media companies. They just need to determine the right
content engine that will drive to business objectives.
Read Social@Ogilvy’s guide to
six key content engine models to see which structure
might be right for your brand.

3. Inform a Smart Content & Channel Mix
with Data
Don’t just default to the biggest networks like Facebook,
especially as platform changes continue to indicate a
shift towards a paid model for brands.
Determine where your key audiences can truly be engaged
based on business goals; this won’t be the same for every
company.
A new year is an opportunity for a fresh start, and brands
need to consult data and research to help make smart
decisions about which social platforms they should
prioritize.

4. Start Designing Content for
Specific Contexts
The era of mobile is already here, and in 2014, no brands
can afford to lag in this area.
Smartphones outsold regular phones for the first time in
2013. People are consuming content like never before,
and we need to consider where — and on what device —
we’re reaching them. Are they in line at the grocery store?
Or on a tablet in front of the TV?
The ability to design content for different screens and
contexts will define what makes a great social content
marketer today.
And on an advanced level - telling a seamless story across
multiple screens will become the ultimate frontier.

5. Commit to Great Storytelling
Not all content is king — quality content is what really
wins. A great story begins with a great idea.
At Ogilvy, we help empower brands to find this through
our big ideaL. What larger story can your brand tell? What
cultural tensions impact your customers’ world?
The big ideaL uncovers a brand’s best self and brings out
its inner greatness. This is what builds the foundation of a
powerful story.

6. Click here
to view the full blog post
on Social@Ogilvy's blog

7. Click here
to view the full blog post
on Social@Ogilvy's blog