Two quality magazines that inform and inspire business partners. Hilde Talloen, Deputy Director of Communications and the publisher of CeraScoop, and Koen Snauwaert, Partner Benefits Coordinator and responsible for CeraSelect, explain the success of both magazines, ‘made by Propaganda’.
A fitter and more energetic life with daily movement, a healthy diet and personal development, is what we promote with Profiel – the dynamic customer magazine that we have produced for OZ since 2011. Profiel is now also available digitally!
Michel Libens, managing partner and CEO of Propaganda recently published the book, “Content Marketing – from marketer to publisher” through Lannoo Campus.
We asked him about the what and why of this book.
A two-day conference on Native Advertising? Are you serious?? That was pretty much my first reaction when I received an invitation to the ‘Native Advertising Days 2015’ conference in Copenhagen (19th and 20th October 2015). My surprise was even greater when I found out that the invitation had come from a genuine ‘Native Advertising Institute’.
9 content marketing developments to keep your eye on
“It is difficult to make predictions, especially about the future…”
Despite the truth of this quote from Niels Bohr – a Danish physicist and chemist, one of the founding fathers of nuclear physics and the winner of the Nobel Prize in Physics in 1922 – we want to try to point out some developments that could be important for marketing and communication professionals in terms of content marketing.
1. Move to premium content
In the years to come we will be bombarded by a profusion of content, even more so than today. More and more brands and organisations are discovering the power of content. The result is a veritable tsunami of it. Clever marketers will choose resolutely for Premium Content. Content that is 100% useful, relevant, to the point, meaningful, helpful and strategic. And even more powerfully, content that is so good that consumers would even be prepared to pay for it. Soon, those who make content just for the sake of it or who produce routine content will notice that it fails to deliver results.
2. More microcontent
The attention span of our target groups (internal or external) is becoming increasingly limited. Sometimes we joke that we have the attention span of a gnat. More and more, short cycles of 9 to 12 seconds of full attention seem to be the norm. This development increasingly forces content makers to work with easy-to-absorb content blocks. More visual microcontent, infographics, lists, summaries, images with captions, short video capsules, etc. are all expressions of this trend.
3. Room for long copy too
Yet besides the atomization of content there is also a tendency to explain specific subjects comprehensively and in greater depth. So in 2016 we expect an increase in the number of white papers, guides and e-books – always on very specific topics.
4. More video first = extra audio, copy, images…
The shorter attention span also boosts the use of images in general and of (short) videos in particular. Indeed more and more companies are discovering that clever videos also yield text, audio and photo material that can be used again elsewhere. Or the other way round, that a short video impression of an interview or photo shoot can produce some good results.
5. More attention to the customer journey
Even more than in recent years, content will be attuned to the time and place where your target group is at a particular moment in relation to the brand or company.
Potential prospects, warm prospects, hot prospects, first-time buyers, loyal buyers, ambassadors, and so on, they all deserve and get increasingly targeted content.
6. Larger smartphone screens boost consumption of mobile content
It’s been on the cards for years but now, finally, it’s here in full force. With the arrival of larger smartphone screens mobile content use is exploding. In videos and texts and images.
7. More automation
Clever and simple tools allow marketers to automate certain elements of the content distribution and the related consumption measurements ever more often and better. There will be some nice cases in Belgium too in 2016. Partly because of this, marketing talks to ICT more and more frequently.
8. Personnel and distribution partners are increasingly deployed as brand ambassadors via content distribution
When they discover the power of content, more and more companies develop programmes with which their employees and/or their distribution partners can distribute centrally-created content in their own networks. It’s a good idea if it’s done well: premium content with relevant targets, i.e. one to few.
9. The comeback of the podcast
A bit out of the blue perhaps, but we believe that podcasts on very specific topics may increase in popularity again. We expect a few clever brands to start using them in 2016.
Managing Partner en CEO