Defining Content in Today’s Modern World
It’s not a sales team’s overt pitch.
It’s not “stuff we write to rank higher.”
Content marketing is your brand’s voice in conversations. It’s the visual element of what drives your consumers to connect with your brand’s story, messaging, and ultimately – your brand’s products. You must optimize the experience that your target audience has with your brand at all points of their buying journey. It’s not clicks, shares, or likes; instead, it’s how you position yourself amongst the noise to personally speak to your customers and create brand loyalty.
As Seth Godin succinctly puts it, content is the “atomic particle of marketing.” Your brand should without a doubt be watching, listening, and adapting as consumer needs take new shapes. Gone are the days of cookie-cutter content. Long live personalized and optimized content marketing in its place. So, what does this truly mean for your brand’s content creation strategy?
Working with a traditional agency may have left your brand stuck on ways to create more content to drive up ROI, while creating process and cost efficiencies.
The traditional agency model struggles to offer brands an agile approach to meet their growing content needs due to its silo-structure and competitive nature. With brands favoring collaboration and transparency in the content creation process – that model is being forced to adapt.
It’s crucial for marketers to shift from that right brain leaning to the left brain approach and have an honest conversation about what content marketing is.
What it is:
- A voice that brings value
- A voice that target audiences want to consume
- Something that brings insight and bolsters awareness
- Research that steers clear from fluff and sales tactics
- Engagement established through trust and connection
- Creativity that succinctly speaks to solutions
- Impact that reverberates across channels
Crafting components that meet such a laundry list of ideals can seem overwhelming. But when you come down to the heart of what content marketing is and the process of creating content, one ideal cuts through the challenge: it’s using strategy to tell stories and provide answers.
The new agency model offers custom content solutions for brands – while promoting collaboration, transparency, and efficiencies.
At CreativeDrive, we see telling those stories and providing those answers as opportunities. Our work with brands begins with providing answers as to the purpose of content marketing and extends to providing answers for those brands’ target audiences. Our production first focus helps us answer the questions:
- What content will connect best with our brands’ target audiences?
- What channels and timing are most effective for that content?
- What are the most efficient ways to package that content?
We’ve leapt outside the idea of all things traditional. We put talent and technology together to create stunning and relevant content for our clients. We recognize the complexities of delivering before embarking in the creative process. We create as pioneers who are above all transparent and collaborative among ourselves and in partnership with our clients.
From the creative journey, to the production process and final asset delivery, we power content marketing and empower brands.