14 Sep '13, 2am

3 Reasons Brands are Failing at Content

Brands- conditioned to looking at content like a banner ad- the more clicks, the better- tend to craft content that meets a guesstimate idea of a “hit”. Instead, brands ought to look at content the way television advertisers view a primetime spot: its about exposure, branding, and enhancing brand affinity. Television advertising seeks relevance to a large population, certainly, but not at the expensive of creativity or clarity of brand messaging. However, content marketing strategies which derive their juice from a model of digital marketing which died in the 90′s don’t stand a chance in the age of Big Data- when tools like predictive analytics create not only models of relevant content but data rich profiles of audience preferences. Marketers need to take a second look at how the content which represents their brands performs and impacts their audiences.

Full article: http://emarketingassociation.com/2013/09/3-reasons-brands...

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