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Content Marketing: Why you should give a damn

Content Marketing: Why you should give a damn

Havas Global Comms

Havas Global Comms

November 1, 2017

We live in a world where consumers are time poor and always on the go.

LinkedIn

By Suzie Rafla
Head of Ecselis

Let’s be honest, content marketing has become one of those buzzwords. Everybody seems to be talking about it but what does it actually mean, why is it so important and how is it changing? And, crucially, how can you ensure success?

After speaking at PerformanceIN Live on the subject last week, I thought I’d share my thoughts.

What is content marketing all about?

Good question, especially given every brand produces realms of content already. A brand’s webpages, social channels, video platforms and so on are all just content. Search was only created to enable the discovery of all this content!

It’s the ‘marketing’ bit we want to focus on: Content that can be promoted or ‘marketed’ to attract and engage new audiences and channel consumers through the purchase funnel; turning ‘just browsers’ into ‘active listeners’, ‘active listeners’ into ‘leads’ and, eventually, ‘leads’ into ‘customers’.

So if forced to give a definitive answer, content marketing is: the practice of planning, creating and promoting content which inspires, entertains and informs relevant audiences.

Why should you care?

Well, because it’s become a big deal. According to the Content Marketing Institute (CMI), 87% of brands now use content marketing, spending on average 36% of their total marketing budgets. 53% of those surveyed were looking to increase investment over the next year, with none looking to decrease.

 

Read the full article

LinkedIn

By Suzie Rafla
Head of Ecselis

Let’s be honest, content marketing has become one of those buzzwords. Everybody seems to be talking about it but what does it actually mean, why is it so important and how is it changing? And, crucially, how can you ensure success?

After speaking at PerformanceIN Live on the subject last week, I thought I’d share my thoughts.

What is content marketing all about?

Good question, especially given every brand produces realms of content already. A brand’s webpages, social channels, video platforms and so on are all just content. Search was only created to enable the discovery of all this content!

It’s the ‘marketing’ bit we want to focus on: Content that can be promoted or ‘marketed’ to attract and engage new audiences and channel consumers through the purchase funnel; turning ‘just browsers’ into ‘active listeners’, ‘active listeners’ into ‘leads’ and, eventually, ‘leads’ into ‘customers’.

So if forced to give a definitive answer, content marketing is: the practice of planning, creating and promoting content which inspires, entertains and informs relevant audiences.

Why should you care?

Well, because it’s become a big deal. According to the Content Marketing Institute (CMI), 87% of brands now use content marketing, spending on average 36% of their total marketing budgets. 53% of those surveyed were looking to increase investment over the next year, with none looking to decrease.

 

Read the full article

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