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Mind the Content Gap

Mind the Content Gap

Havas Global Comms

Havas Global Comms

February 5, 2018

Too often ‘content’ seems to be seen essentially as messaging by creative and media stealth, writes Havas Media's Stuart Butler

Communication has to elevate the audience experience.

Content Marketing Association

By Stuart Butler
Chief Strategy Officer, Havas Media

February 5, 2018

74% of brands could disappear tomorrow and people wouldn’t care. That’s the stark headline from Havas’s most recent Meaningful Brands study. The same research shows incremental return for brands that are meaningful, on average outperforming the stock market by 206%.

In an industry where the tide is finally turning from focusing on clicks and CPA, this validation of the role of brand on business success is important.

It’s not that consumers reject brands per se; 75% of people expect brands to play a more active role in well-being and social good, so there’s a big opportunity there.

So why do so few brands resonate?

Content, it seems, is key to driving meaning – we note a 71% correlation between brands that create ‘good’ content (in audiences’ eyes) and a growth in how meaningful brands are.

And, let’s be honest, there’s no shortage of brand content out there; and according to CMI, 92% of you reading this will agree its strategic benefit to your business.

But again, a stark finding from our study suggests that 60% of content fails to deliver.

There’s a content gap between brands and audiences.

Whilst there may be some operational issues here (CMI suggests the minority of organizations have content strategies or measurement in place) perhaps there’s a deeper issue.

Too often ‘content’ seems to be seen essentially as messaging by creative and media stealth: Say what we used to in an ad but make it look ‘contenty’.

Read the full article

Communication has to elevate the audience experience.

Content Marketing Association

By Stuart Butler
Chief Strategy Officer, Havas Media

February 5, 2018

74% of brands could disappear tomorrow and people wouldn’t care. That’s the stark headline from Havas’s most recent Meaningful Brands study. The same research shows incremental return for brands that are meaningful, on average outperforming the stock market by 206%.

In an industry where the tide is finally turning from focusing on clicks and CPA, this validation of the role of brand on business success is important.

It’s not that consumers reject brands per se; 75% of people expect brands to play a more active role in well-being and social good, so there’s a big opportunity there.

So why do so few brands resonate?

Content, it seems, is key to driving meaning – we note a 71% correlation between brands that create ‘good’ content (in audiences’ eyes) and a growth in how meaningful brands are.

And, let’s be honest, there’s no shortage of brand content out there; and according to CMI, 92% of you reading this will agree its strategic benefit to your business.

But again, a stark finding from our study suggests that 60% of content fails to deliver.

There’s a content gap between brands and audiences.

Whilst there may be some operational issues here (CMI suggests the minority of organizations have content strategies or measurement in place) perhaps there’s a deeper issue.

Too often ‘content’ seems to be seen essentially as messaging by creative and media stealth: Say what we used to in an ad but make it look ‘contenty’.

Read the full article

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