The International Content Marketing Forum (ICMF) is conducting a large-scale European survey about the use of Content in marketing and communications. The survey inquires into the expectations, investments, predictions, etc. concerning Content Marketing.
Today a lot of communication happens online. Nevertheless, well-made print customer magazines keep fascinating the reader. A recent survey reveals strong satisfaction and reading figures: a customer magazine keeps the reader’s attention at least 28 minutes.
More and more brands have now discovered content marketing. Some are really going all out. L’Oréal Germany has just completed a competition to set up its own content marketing unit with the help of an external agency.
In a continuously diversifying media landcape, L’Oréal has been experiencing problems with reaching its target group accurately for some time. For this reason, they were searching for alternative ways to communicate their message and their story to the target group. Content marketing seems to be the answer here, too.
One way or another, lots of brands, companies and organisations have already discovered the power of content. Encouraged by all the content marketing hype lots of marketers have written content into their plans. Still others nurture vague plans to do ‘something with content’.
Content in abundance?
Nice! But isn’t there a heck of a lot of content in the meantime? And the more companies discover the power of content the more content there is. Won’t this be counterproductive in the long run? Isn’t content losing its power because there’s so much of it? And how do we differentiate ourselves in the midst of it all?
Now everyone’s talking about conversing and liking and sharing content, it’s more important than ever to know who you’re talking to. Brands that want to engage in dialogue with their customers would be advised to go about it in a personal and direct manner. Or why personalising to suit the sender is so effective.
By definition a dialogue involves two people, and you’d prefer not to do it with a complete stranger, wouldn’t you? That seems to be obvious or even just basic courtesy. And yet every day we’re bombarded with messages and communications where it is not completely clear who is talking to us or who the sender is. So how can you optimise your dialogue with your target group?