TAILIEUCHUNG - Content as Value Creation Tool

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 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. | powered by dỉgíbollldb IS5 How content ni ỉỉỉ . . Uy -7 marketing can help your brand create lifelong consumer value. FEBRUARY 2013 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. But if there s one thing to remember one cardinal 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 and trial. 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 into ever more brand value. Written by Craig J. Heimbuch award-winning journalist and author best-selling ghostwriter and Senior Content Strategist at Barefoot Proximity this whitepaper provides a framework for brands looking to stand out by creating lasting even lifelong relationships with consumers via content. The Path to Lasting Value All brands seek to connect and bond with consumers. And most brands rely heavily on advertising to help achieve this. But has there ever been a brand that has bonded deeply with consumers by just advertising its products utility Has an ad campaign alone ever done the really hard work to create that special bond Probably not. Sure there are those campaigns that strike a deep chord with people but in general it s not the things a brand .

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