Content is king in today’s marketing – and the push towards digital is highlighting its importance.
High-quality, engaging and original content will never get old but content needs to move up a level. Consumers are becoming more and more discerning. And with so many brands fighting for share of voice, it is becoming increasingly challenging to engage and retain them. This is why marketers need to be even more creative. Marketers should take inspiration from media houses that faced similar challenges in recent years. To retain readers, they used new mediums and created more integrated content – using video, social and even virtual reality into their stories.
Genuinely understanding what audiences want is really important. Marketers should ensure they are listening to customers, they should understand what they find engaging, and how their content is perceived. These insights should inform their content.