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Why Content is the Hub of Brand Engagement

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For more years than I care to remember, we have been told that content is King. Brands have been merrily developing ‘must-have’ content, without realising that one-way conversations are really quite boring.

Customer collaboration and engagement are the holy grail of content marketing. Yes, the content needs to be compelling but you don’t get the right content without that interaction. The perfect brand engagement scenario is getting the right content to the right people on the right device at the right time.

Technology has enabled this revolution. Brands now have the power to plan, map and manage content, before delivering it across web, mobile, and social channels regardless of device or site. And it needs to be personal and relevant to each user. Our customers want to align content to specific trends or issues that can sometimes change on an hourly basis.

This technology needs to work – the user needs to complete the task they’ve started, whether that’s writing a review about a jumper they’ve just bought or researching information. Failure at that point damages the brand experience.

An Econsultancy survey last year revealed that although 90% of organisations believe that content marketing will become more important over the next 12 months, less than half of them have dedicated budgets (34%) or individuals dedicated (46%) to content marketing. This has to change.

I’ve got content marketing on my mind more than usual at the moment - we’re at Digital Cream FX in London this week. We’re very excited to be sponsoring the Content Marketing Strategies roundtable and engaging with the great and the good of the digital marketing industry. If you’re going to be there – let us know, it would be great to catch up.

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