When there’s a revolution, there’s a tipping point, a moment when the tide turns violently in favor of a new direction. We’ve reached that point in the marketing industry. As people are demanding more personalized, relevant messaging from their brands, they are looking for more than traditional advertising.
The compass is clearly pointing towards content marketing as the future of advertising. So what’s brought us to this tipping point?
1. Multitude of media – not only do we face unprecedented choices in what kind of media we consume (newspaper, magazines, radio, TV, Web), we have a number of new options for how to consume that media (computers, mobile phones, social platforms). Simple display ads or television ads simply don’t have the amount of reach they used to.
2. Lower attention spans – the problem with having too much choice is that it becomes harder to settle on one option. Even when we decide on one form of media, we continue to scan other forms, to make sure we’re not missing out on anything. It takes more than simple messaging to create a loyal following.
3. The evolution of content itself – Just as media’s changing, and our consumption habits are changing, content itself is changing. It’s never been easier, or cheaper, to produce and deliver different types of content (videos, blogs, infographics). It’s not enough to create intelligent and thought-provoking articles and blog posts (though that never hurts). Cutting edge brands are taking advantage of non-linear storytelling with creative video content, witty microposts on social media, and offline initiatives to capture a loyal following.
These reasons, and more, account for why content marketing has become the name of the game. People are demanding content that’s relevant to them, and it’s our job as brand managers and marketers to make sure that our content reaches them. For that to work, we not only need great content, we need a strategy to communicate that content.
Content marketers have never been more valuable to a business.