In between mentions of Clint’s Chrysler spot and the “Shit Girls Say” meme, Content Marketing is getting a lot of ink. How did we get here? Can marketers really turn their backs on the content they’ve historically funded to create their own media properties? Yes they can. And here’s why:
1. Media’s doing it.
Rogers has done a great job extending their Sportsnet brand into all corners of the media universe. You can see and hear it online, on your phone, on TV, on radio, on demand, on tablets, in print, on blogs, and more. And when you turn the channel, flip the page, or call up the site, you’ll probably see ads for other Rogers services and properties. This is great business but the whole system falls apart if there isn’t something to talk about.
That something is content.
With full or partial ownership of the Jays, Leafs, Raptors, FC, and more, Rogers not only owns where the content occurs but what the content is, too. They can’t do it alone but they certainly have decreased their dependence on other brands for revenue. They’re almost completely self sufficient. Brands simply have to return the favour.
2. Consumer expectations
After the financial issues of the past few years, consumers have returned to simplicity and finally value steak over sizzle. They demand honesty and transparency at every interaction. And brands HAVE to deliver because social media allows bad experiences to be shared with millions and brands that don’t act in good faith face the wrath of the masses. Remember the Netflx Canada launch? Wrath. Kenneth Cole? Wrath. Ocean Marketing? Wrath (and hilarious).
Even when it’s honestly delivered, traditional ad messages that don’t actually create value go unnoticed. Consumers want stuff that does stuff. Most would rather see Starbucks focus their efforts on a perfect mobile app than an ad to tell us about it.
That’s where content comes in.
Whether it’s informative, entertaining or both, content adds value. Just what consumers want.
3. Rise of the niche markets
Most of us have unique interests that trump the lowest-common denominator content that is served up by traditional media outlets. If you love quilting, there used to be very little that could help stir your passions. Now you can watch a quilting Youtube Channel, read a blog, and participate with others who love quilting. Surely, that content is more engaging than anything offered up on CTV. It’s quilting!!
Well, many brands’ consumers also share interests. Brands can offer up interesting content that their consumers care about and provide additional product value-adds along the way.
4. Affordable production
Naturally, none of this would be possible if brands had to enlist a full crew, expensive cameras, an Avid suite, a Flame artist and a team of nerds to code it. Production and post production is cheaper than ever as are the methods of distribution. Want to be Rupert Murdoch? You’re a Mac Airbook and a WordPress site away from doing it.
Why outsource content to a mass media company when you can own the highly specific content your customer wants as well as the place they see it?
Seems like an easy question to answer.
If not, this may help: