Analysts, studies and even the companies themselves in the decisions they make are showing that content marketing is not a fad but rather a trend that is changing how they target consumers and how they will continue to do so in the near future. Some trends in content marketing are already making a difference and the forecast is that by the end of 2014 80% of companies will already be investing in content marketing. But obviously not all companies do it equally well and not all are capable of avoiding the most common mistakes in content marketing strategy, such as betting on eminently advertising texts or those that do not arouse consumer interest.

Content marketing is, in reality, much closer to what can be the production of content, as can happen in the media, than the production of advertising content, as it could be traditionally done by advertising agencies. Brands have to import many of the actions and activities that the media do on a daily basis, such as detecting the topics that mark the agenda or – of all of them – those that really interest consumers / readers. And to learn how to do all that, nowhere is better than the actual writing of a media outlet.

Not all the media have had the same luck in their commitment to the Internet, although there are media that have managed to arouse a lot of engagement among their readers (for various reasons) and that are the  Malta WhatsApp Number List   ones that set the tone for what succeeds and what not on the net. It is to them that brands – or rather the agencies that manage their image – are turning to find out what they should do to do good content marketing.

The latest outlet to join this trend is The Huffington Post, one of the native Internet headers that has become an example that you can move a lot of money and get a lot of success with a new model. The media has closed an agreement with Leo Burnett whereby two of its workers will go as consultants to the agency’s offices in Chicago and through which the agency will have access to its internal information panel to find out which content is successful (and which are not) in social networks of all those who are publishing the online medium. “The idea of ​​an agency doing creativity is outdated,” noted Arianna Huffington, the president and editor-in-chief of the Huffington Post Media Group, as Digiday publishes .. “It is how we are now seeing success in this new world of media. The future will go through agreements. ”

Agencies have seen that creating content and especially doing it in a way that really interests the end consumer is a much harder and more complex job than they thought. Faced with the widespread belief that anyone can sit down and write and give people what they want to read, the reality is that writing is much more difficult than it seems and knowing the public and the information in sufficient detail to know what it is. that they are going to be interested in reading a more complex task than many expect.

The Huffington Post is not the first to launch a program or service of this nature. Other media are already doing similar things, such as Buzzfeed or Mashable, two of the media that are globally successful on the internet and have become millennial favorites. Thus, Buzzfeed has agreements with the agencies Horizon, Mindshare and UM to which it gives access to its historical data (taking into account that part of the success of this header is in how it uses that data to predict what interests readers is not the worst idea), although it also has a program called ‘Buzzfeed in residence’.

This show is a collaboration between the outlet and the DigitasLBi agency and works a bit like part of what The Huffington Post is doing for Leo Burnett. Media workers, highly specialized in trending topics and in achieving success in social networks, have gone to work at the agency. They have given them their own table there and, above all, they have made them their oracle: Buzzfeed editors advise on the content they create so that they are more successful.

As Adam Shlachter, one of the agency’s directors, explained to AdWeek, the medium has “the formula to connect with people, the things they want to read, the things they want to share, the things they want to talk about. We believe that we can combine this with what we think of the media to help brands create powerful stories. ” The agency had also closed a deal with Epic Magazine, the online company created by the journalist behind the story that i

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