The Content Marketing Imperative: The Role Of Content In The Future of Marketing
The emergence of the digital, social and mobile web has dramatically changed the way we consume information and interact with brands. Successful brands are becoming publishers and storytellers by creating content that buyers want.
Content marketing is more than a buzzword. Content marketing is an imperative for brands and the hottest trend in marketing because it is the biggest gap between what buyers want and what brands produce.
In this slideshare, I present:
• Why content marketing has emerged as a key trend in marketing
• What approaches you should consider when building a content marketing practice and how to measure success
• What are the emerging trends and predictions for the future of branded content marketing programs
This slideshare was developed for executive marketers who are interested in learning why content marketing is one of the hottest buzzwords in marketing today and how you can take advantage of it to reach and attain new customers for your business.
Storytelling is old as we are. Social media allows us to tell stories in exciting and challenging new ways.
And it’s not really about the stories, is it? It’s about the emotions.
But now, it’ content and accessibility that is driving the world, not the Internet. Marketers, publishers and agencies are no longer in control. The consumer is…
Ignore banner ads
They are looking for brands who don’t just perform what is expected, but who go the extra distance. Dave Grohl from Foo Fighters doesn’t just write the lyrics, sing the songs, play the guitar, he also pours his fans a beer.
OK, so know you know why I believe that content marketing is the best way to reach new buyers in B2B. How we need to touch our buyers with content that is surprisingly informative and helpful. Let me tell you about the challenges we faced at SAP.
I also did some analysis of search patterns in our solution areas and found that in almost every one of our product categories, the number of unbranded searches far outweighs the number of branded search. Think of this as a litmus test for brand affinity. It’s more than a measure of awareness but a measure of how well people act on awareness.