Article

Stuart Stubbs
Stuart Stubbs 21 May 2018

The Shift from Campaign to Content Marketing

How brands are moving towards a more long-term content strategy. The way people consume content has changed. Due largely to the proliferation and preference for consumption of content on mobile devices and the steadily improving quality and reach of internet and wireless networks, everything has changed.

Consequently, and as a direct result of this, the way that brands try to reach their customers has also changed.

Along with the ubiquitous nature of social media, the conversation is taking place between customers and brands every day and most likely not between the hours of 9am to 5pm, Monday to Friday.

How are brand communications adapting to this change in user behaviour? 

The answer lies in a more editorial approach to content creation, and the need for brands to start acting and thinking more like publishers.

Big advertising messages that are pushed out at key times of the year should no longer just be standalone projects, but rather they should be complemented with a planned program of regular online content released over the course of a 12-month period. 

By necessity, these editorially-led communications will heavily feature digital channels and aim to reach a far more targeted group of consumers. 

The importance of long-term thinking

The notion of the traditional, short-lifespan, big splash campaign as a standalone communications method is over. 

Are we foreseeing the end of TV ads? No, and perhaps, with the proliferation of niche interest TV channels, the opposite is now true, as advertisers have the opportunity to place more targeted advertisements around more relevant programming at surprisingly low cost. 

And neither are we forecasting the end of the 'big idea' or the need for creativity. On the contrary, creativity is more important than ever as brands attempt to differentiate their content from that of the competition and deepen engagement with their audience. 

It is this seismic shift in communications that presents an opportunity to those brands willing to embrace it, to really engage with customers over the long-term and provide a reason why they should choose to interact.

Brands and the agencies creating content for them need to acknowledge this shift in content consumption and adapt accordingly or be left behind by their competitors who are.

Content marketing: 5 things every brand must do

So, how do brands make this transformation? Here are the top 5 things that must be front and centre for a brand wanting to adopt a content marketing approach:

  1. Have goals. It’s not just about volume of views. Drive engagement, loyalty and encourage viewers to take a subsequent action.
  2. Values. Be genuine and true to your brand. Create content that aligns with your values and is something your audience actually wants to see.
  3. Post regularly. Create content on a regular basis. If you are genuinely creating content that informs, educates or entertains, your audience will want to come back for more. 
  4. Learn and revise. Don’t expect your content marketing efforts to work perfectly first time. Take the learnings from each piece, analyse what works and what doesn’t, and feed the results back in to next iterations.
  5. Video. It’s the best way to communicate a message and engage customers, and therefore, should remain at the heart of any content marketing initiative.
T Jacobi
T Jacobi

I would like to say that under content marketing there is link building. Link building is considered a form of campaign as well. If you have a good content (like this post :) you should try to get interested people to link back to, increasing referral traffic. This is a long-term initiative but an important one in my opinion.

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
Infographic: 5 Key Findings from the Content Marketing Maturity Report

Infographic: 5 Key Findings from the Content Marketing Maturity Report

A new report from London Research and ContentCal explores how content marketing leaders are able to excel at this discipline, and reap the rewards. The infographic below summarises five of the key findings.

Linus Gregoriadis
Linus Gregoriadis 18 October 2021
Read more
New Research Reveals Content Marketers’ Biggest Battle

New Research Reveals Content Marketers’ Biggest Battle

A crucial step in the journey to content marketing maturity involves converting senior management enthusiasm into an in-depth understanding of the benefits of a strategic approach, and what is required to establish one.

Michael Nutley
Michael Nutley 27 September 2021
Read more
7 reasons why social media marketing is important for your business

7 reasons why social media marketing is important for your business

Social media is quickly becoming one of the most important aspects of digital marketing, which provides incredible benefits that help reach millions of customers worldwide. And if you are not applying this profitable...

Sharron Nelson
Sharron Nelson 6 February 2018
Read more
Top 10 B2B Platforms to Help your Business Grow Worldwide

Top 10 B2B Platforms to Help your Business Grow Worldwide

Although the trend of a Business to Business portal is not new but the evolution of technology has indeed changed the way they function. Additional digital trading features and branding has taken the place of...

Salman Sharif
Salman Sharif 7 July 2017
Read more
The 3 Most Important Stages In Your Presentation

The 3 Most Important Stages In Your Presentation

If you want to deliver a presentation on a particular topic and you have to prepare yourself for it you should make sure that you go through several very important stages in order to craft a compelling, persuasive and...

Nicky Nikolaev
Nicky Nikolaev 16 February 2016
Read more