Content is many things to different people and situations due to context. Fundamentally, content is information that is produced to be consumed by an audience in a timely manner.
Content has become fragmented and as people consume media across multiple platforms, it’s not uncommon to find audiences interacting with TV shows, advertising messages and with friends all at the same time, across offline and online platforms.
Therefore, it is crucial that all content is delivered with a consistent quality and is delivered quickly to market to ensure that production excellence meets creative excellence.
Content should not be seen in opposition to other channels. Rather than seeing content creation and traditional advertising as alternatives, content should be seen as something that can help glue together different elements of your marketing plan or amplify key elements. Content can successfully be part of your overall marketing mix at each stage of the customer journey. What that mix looks like will be particular to you and your brand.
*Content: The Atomic Particle of Marketing, by Rebecca Lieb, 2017
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