Content Marketing: Should Your Brand Play In This Space?

Native content, Sponsored Posts, Content Marketing – this area continues to be a hot topic. We like content marketing. And we like other options, too.

Consider this when you ponder the Content Marketing game:

Good content is expensive. Be ready to invest as much on that article, post, or video, as you would a double truck or TV spot. It’s tough to sell brands coyly.

Earning great metrics often means finding the lowest common denominator. The videos or pics of people falling down, kittens, or celebrity exposures get the numbers. The “shock” tactic is great for metrics, tougher for brands.

Smart people know when they’re being sold. So, make it good. What is good? Great question. Gawker.com has had a few wins here. Leica Cameras recently did this well, too. Vans (Rooster NY) made it happen’ish. So, did Pepsi, actually.

Contently recently posted this study. Sponsored content gets read/scrolled 24% of the time, Smarter people dislike sponsored content more, etc.

I guess any brand could have an effective content strategy, but you might not have the guts to be bold enough to actually make it work. Your Board, your peers, your boss, shareholders – all make for a lot of opinions. Risky ideas get people fired. Few want to go there.  Enter “The Super Safe Marketing Campaign” (yawn). Be brave or go home.

Be prepared for anything. Social Media has no mercy. Commenters troll. There’s nothing you can do about it (see above).

Anytime someone wants to sell, or buy, “viral videos” — run away. You can’t manufacture this.

This is a new world for marketers. Brands are trying to find a space in a world that might not be a fit for them. Okay, group hug. It’s tough. Sigh. Onward.

A good creative group should learn your goals, get your personality, and then find the best tactic to hit your mark. Sometimes it’s by deploying the shiny object in the room. Sometimes it’s not. Be ready to dance.