Brands Are The New Content Publishers…They Just Don’t Know It Yet
Over the past years, more and more brands have been using content marketing to produce highly successful marketing campaigns. Yet, despite the concept’s popularity, the term still holds many mysteries for those trying to jump on the bandwagon.
A few months ago, an interesting challenge arrived at Nucco Brain’s door:
Innovate UK, the national agency that supports science and technology innovations, asked our studio to help them in reaching out to a wider audience. The main task revolved around the development of a content marketing strategy for Innovate UK’s digital and social media channels, followed by the production and distribution of the content itself. Through this project, we experienced the benefits of empowering a brand in becoming a content publisher firsthand.
Innovate UK || Predictions
Here is why we believe brands should adopt content marketing as an advertising strategy:
Brands No Longer Compete Against Each Other, But The Entire Media Landscape
With the massive amount of content uploaded daily on the Internet, people are used to having a wide choice of different media to consume. As this article is being written, the Internet Live Stats indicate that there are 3,658,133,031 Internet users in the world, 3,588,547 blog articles have been written, and 4,393,865,056 videos have been viewed on YouTube in just one day. To survive in this fierce environment, brands should no longer ask themselves “how can I make customers buy my product through media?” but instead “what unique experiences can media provide for my customers?” – and in the process, take control of their own brand storytelling through content marketing.
It is crucial for brands embarking on the content marketing journey to develop a strategy: the content should be both consistent in its style and of high quality. What do we want our audiences to do and what type of content do they crave are important questions to consider.