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The Audience Revolution Happened – Now What?
Holmes Report
Holmes Report
News and insights from the global PR industry

The Audience Revolution Happened – Now What?

In 2013, it’s not enough for brands to merely publish. Of course, great content is a good start — but it’s hardly a comprehensive strategy.

Holmes Report

The content industry is in a bit of a rut these days. Too many companies are churning out predictable content, hoping that the right people see it. They’re calling this “content marketing.” But in 2013, it’s not enough for brands to merely publish. Of course, great content is a good start — but it’s hardly a comprehensive strategy.

Content is irrelevant if it doesn’t hit the target. To get content marketing right, brands must do more than consider their audiences; they have to commit to them. And a truly successful marketing strategy will invest in audiences with the same fervor ordinarily reserved for publishing.

Just take a look at what happens when brands “get” their audiences: Volkswagen’s Das Auto Magazine is a great example of effective content marketing. The digital lifestyle publication is geared specifically toward VW enthusiasts, with content ranging from sports coverage to interviews with professional racecar drivers. The Warby Parker blog provides their niche audience with thoughtful lifestyle and trend pieces to convey their brand philosophy. These brands understand their target audiences and tailor content accordingly. The result: a deeper, more meaningful connection to consumers.

While there’s still some debate about whether brands should publish or not, I emphatically believe that brand publishing is absolutely necessary. There is simply too much great, competitive and compelling content out there for brands to contend with. The successful ongoing content strategies of brands like GE, Dove and Virgin prove that audiences want to interact with brands in an authentic way. What better way to achieve this than via a direct line of brand-to-consumer communication?

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