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Content as Value Creation Tool

Content as Value Creation Tool

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Published by Digital Lab
Content marketing is all the rage. In a distracted world, where consumers are bombarded with advertising and overwhelmed by media and device choices, brands are searching for a new ways to connect—ideally over the long term. And many marketers are turning to content with varying degrees of success.

What does it mean for a brand to engage in content? What, exactly, is content anyway? What value is it to brands? Do brands have the right to compete against publishing companies? How do brands know whether or not their content is driving business results?

This whitepaper will touch on all of these topics
Content marketing is all the rage. In a distracted world, where consumers are bombarded with advertising and overwhelmed by media and device choices, brands are searching for a new ways to connect—ideally over the long term. And many marketers are turning to content with varying degrees of success.

What does it mean for a brand to engage in content? What, exactly, is content anyway? What value is it to brands? Do brands have the right to compete against publishing companies? How do brands know whether or not their content is driving business results?

This whitepaper will touch on all of these topics

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Categories:Types, Research
Published by: Digital Lab on Feb 19, 2013
Copyright:Attribution Non-commercial

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07/05/2014

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content as valuecreation tool
How contentmarketing canhelp your brandcreate lifelongconsumer value.
FEBRUARY, 2013
 
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EXECUTIVE SUMMARY
Content marketing is all the rage. In a distracted world, where consumers are bombardedwith advertising and overwhelmed by media and device choices, brands are searching fora new ways to connect—ideally over the long term. And many marketers are turning tocontent with varying degrees of success. What does it mean for a brand to engage in content? What, exactly, is content anyway?What value is it to brands? Do brands have the right to compete against publishingcompanies? How do brands know whether or not their content is driving business results? This whitepaper will touch on all of these topics. But, if there’s one thing to remember, onecardinal rule for brands to follow when starting a content marketing program it is this: Content is often categorized as art or commodity, but for marketers, that misses the point.First and foremost, it needs to be thought of as a tool for driving discovery, engagement andtrial. And, like all tools it has a purpose—to provide value to the consumer. On that score,content can always be optimized to provide ever more consumer value, which translates intoever more brand value. Written by Craig J. Heimbuch—award-winning journalist and author, best-selling ghostwriterand Senior Content Strategist at Barefoot Proximity—this whitepaper provides a frameworkfor brands looking to stand out by creating lasting, even lifelong relationships withconsumers via content.
 
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CONTENT marketing
The Path to Lasting Value All brands seek to connect and bond with consumers. And most brands rely heavily onadvertising to help achieve this. But has there ever been a brand that has bonded deeplywith consumers by just advertising its products’ utility? Has an ad campaign alone everdone the really hard work to create that special bond? Probably not. Sure, there are thosecampaigns that strike a deep chord with people, but in general it’s not the things a brandsays in its advertising that make the difference. Rather, it’s the qualities the brand embodies through content—which includes but certainlygoes well beyond the bounds of advertising—that create real and lasting value. And theworld we live in makes this both harder and easier to do than ever. Think about it: We live in an iPhone culture. Access to information is relativelystandardized—TV, radio, podcast, website, social media, print, etc. But the technologythat allows us to be connected makes it easy to create (you might even say )a unique experience just for yourself. We all have an iPhone—and an iPod, iPad, desktop

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