Content is becoming one of the great obsessions of brands. Studies have been showing over recent times that content can become a powerful ally for brands when it comes to brand strategy and that it can help to position companies in a much higher and more efficient way. than other systems and other tools do. The key to understanding this is what companies are doing, what consumers want, and what has stopped working.
Consumers want brands to care more, integrate more, and offer better services and better messages. They want them to stop using the usual techniques and to Argentina Phone Number List enter a new scenario, that of added value. On the other hand, brands are seeing that the formats they traditionally used have stopped working and that, therefore, they have no choice but to look for alternative solutions and elements that help to position what they say and do differently. If the usual ads do not work and if the content is giving optimal results, how not to go head over heels to them and bet on them to enhance the messages and brand activities?
All of this has created a content frenzy. And all this has meant that not a few are already beginning to talk about bubbles. “I equal the content bubble with the era of ‘great content’. As with big data, the volume, speed and variety of content has increased at a dizzying rate and difficult to manage,” says Jake Athey, Marketing Director at Widen at BizReport. For Athey, more than a bubble in itself, the problem that exists right now in the world of content is that brands are launching into it in such a big way and there is so much content in so many and so varied parts that the content has become an increasingly unwieldy giant.
As a result, brand-generated content is facing an ever-growing list of problems. On the one hand, the expert considers that there are certain basic and simple problems, such as the one that cannot be found, cannot be shared and cannot be used efficiently and effectively. On the other hand, content suffers from much more complex problems. Brands have not created clear structures for content, they have not been able to give them visibility and they are not able to measure results, connect with audiences and, ultimately, understand what this is all about.
These two large containers could function as a unifier of all the great deficiencies that content marketing is presenting for brands, which are increasingly focused on it but have not yet managed to offer those impressive expected results in all cases. In part, all this happens because brands have created an image of the content that is not the most correct. They hope that the content is like a kind of magic wand that solves everything and heals everything and they forget that in the world of marketing there are no miracles, only good work.
In a way, brands have trivialized content and have lost the main lines when it comes to this tool. Content marketing is not about simply producing lines and more written lines and publishing them wherever they go and work, but about something much more complex and much more complex and much more laborious than that.
The contents have to be professional, good and interesting. This last point is very important, as brands have to assume that content marketing is not a steroid version of the old infomercial. It is about something else, something else completely different and totally different. Content marketing has to be seen as a service that is offered to the customer, not as just another way to put the slogan through the eyes.