The last two years we have witnessed a rise in the terms content marketing and branded content, a pair of conceptual twins that have spawned some of the most interesting campaigns in recent years. And they say that everything that goes up, has to come down. The generation of content linked to a brand, like all fashions, probably has a certain life cycle and ends up disappearing, at least as we know it now. But the reasons why it has become the trend that it is today will continue for much longer. Let me dare to give you a definition: content marketing is the performance of a brand in creating value from something different from its normal business activity in order to generate notoriety, sympathy, or influence their behavior in customers. .

This added value has mainly taken the form of editorial content in recent years: articles, blogs, publications, tweets, and more recently, photos and videos. The reduction in production costs has allowed many companies to become generators and disseminators of articles, reports, studies, white papers, and then tweets, posts, etc., as a way to reach their audience. And, in a slightly more advanced phase of the same concept, infographics, videos, animations … But let’s go back to the key definition: “(…) creating an added value different from your business activity.”

Anything fits under this umbrella. Indeed, it perfectly fits the GoPro marketing with its very powerful YouTube videos, Red Bull actions and cosmic sponsorships that challenge the limits of branded content, masterpieces of the  Uruguay WhatsApp number list   discipline such as The Lego Movie, or examples with less glamor but the same success, like the Microsoft stories. But one of the most interesting avenues for content marketing is to do gymnastics with the term content. A prediction: “service marketing” is coming

Nivea Sun took off this summer in Brazil giving away a bracelet that allowed parents to relax on the beach and not have to constantly watch their children. Via Bluetooth, the bracelet communicates with a mobile application, Nivea Protege, which alerts parents of the distance at which the little one is. We are used to seeing brands in application stores, but until now it was almost exclusively games to kill time or mobile versions of editorial content (files, reviews, maps, photos …) that were a mere excuse to place the company logo in a more crowded place. Cases like that of Nivea mark the path of content marketing that offers manifest added value, an added value such that it could almost have justified the birth of a small startup.

In the same way that the production and distribution of editorial content has experienced a drastic decrease in costs, the production of innovative ideas is becoming more affordable thanks to the development of software and hardware and the talent of professionals in the sector. Soon we may see how the simplest and most successful innovative ideas that are now seeking shelter on Kickstarter begin to enter the offices of the communication and marketing departments. Large companies already have the economic muscle and direct access to the final consumer thanks to their communication power Everything needs to change so that everything remains the same. Content marketing still has gasoline for a while, if it can reinvent itself. And technological innovation seems the ideal way for brands to continue creating a close bond with their audiences.

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