Insights on Marketing & Technology

Five reasons why content marketing is here to stay

Content marketing is a strong candidate to buzzword of the year in 2013. But why is this term on the lips of every marketeer and communicator, and what hides behind all the talking? Here’s a snapshot of where content marketing is today, and why it isn’t just a trend that will be gone tomorrow.

  • By: Joakim Ditlev
  • Published: 09-01-2014
Do you remember Felix Baumgartner? The dare devil who through himself of the edge of outer space in a parachute, and broke several world records on his way down. Among others Felix’s jump set world record with 8 million live streams at the same time, which were 16 times as many than the previous record.

Red Bull Stratos, as the campaign behind Felix’s jump is called, was also the culmination of Red Bull’s striving to define themselves as a media brand and not only a company producing energy drinks. Red Bull who is one of the extremes when it comes to content marketing sponsored the whole show. Red Bull is extreme in terms of the content they produce with videos filled with neck-breaking action, but also in terms of how great a share of their budgets they aim at content. In 2007 they established a decidedly media company to create and distribute content across medias and platforms. Red Bull is a media brand for sure.

Big brands worldwide invest in content strategies
Red Bull thinks big within content marketing but so does other superbrands such as Diney, P&G and Coca-Cola. It creates more hype around the phenomenon, when the big brand proclaims that they are trying content marketing, but in most cases they go all the way.
Coca-Cola for instance has with their Content 2020 plan proclaimed to double their business with content that involves the consumers to a greater extent. They will create more engaging content across channels and with focus on storytelling instead of the traditional 30 seconds TV commercials.

1. Traditional push marketing is ineffective
When Coca-Cola and a number of other brands around the world are shifting their focus so significantly, it happens for more reasons. Firstly, push marketing has become more and more ineffective. It interrupts, it annoys and as receivers of redundant information we develop mechanisms to filter it out. This happens mentally, when we talk about banner blindness and simply when more people choose to put the “Ads, no thanks”-sticker on their mailboxes. The modern consumer doesn’t waist his time getting interrupted with unimportant noise.

2. Consumers demand information in the purchasing process
The consumers are also far better informed in the purchasing process. Many parts of the purchasing process have moved online. Not only because the consumers shop at webshops, but because the purchasing decisions today often is made from information found online. Mind you, without ever having had the product in hand or have spoken to anyone from the store.
Google has examined the phenomenon and calls it ZMOT – Zero Moment of Truth. Among others they have found out, that the number of check points consumers go through before a buy has doubled from 5,27 till 10,4 in just one year. 7 out of 10 times the purchasing process begins at Google and continues to debate forums, reviews, Facebook, Twitter, Trustpilot, Kelkoo, Pricerunner and the manufacturer’s website. The consumer has taken control and the only countermove for the companies is to be present with relevant content, when consumers take out the iPad and ask Uncle Google.

3. Google considers sources who deliver quality content
A top ranking in Google’s search results. The thought of this can make the mouth water on even the most rooted marketing director. Previously top rankings in Google has been a question of two things, content on your webpage and inbound links. This is now changing...
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Jens Adamsen and Jasmina Viso likes this.


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