Brands must be able to identify and engage with their addressable audiences in order to drive positive return on investment with their content campaigns. This was one of the major themes from the latest Content Marketing World event, which attracted more than 4,000 people in the US city of Cleveland, Ohio last week.
Movie star Joseph Gordon-Levitt was among the many speakers during the three days of workshops, stories and advice panels, and the focus was again on how exactly brands can use the growing range of digital tools and platforms at their disposal to reach and engage with the right customers on a regular basis.
Mark Masters, Managing Director for content consultancy, ID Group, took to the stage to inspire marketers. He urged brands to pursue different avenues for publishing organic content: “There were two keys themes coming through,” he said. “The first was the focus on building an audience. Whilst Facebook and Google are looking to lure us to spend money with them, businesses have the ability to create media properties and content platforms that they have ownership of.”
Masters used Amazon as a case study of a major enterprise that has been able to diversify its content formats to reach a larger audience, but he also noted that smaller enterprises in the UK are becoming more committed to content, adding that local police forces now publish regular crime videos to educate, advise and inform users.
Another key theme from Content Marketing World 2017 was addressable audiences. Masters believes that enterprises often have an ingrained marketing mindset to reach the masses, but in a saturated digital environment, brands must do everything that they can to connect with the right audience at the right time. Data analytics and an optimised content schedule are two methods for making smarter decisions about this ongoing challenge.
Masters concluded: “Today is not about stealing attention from someone else but by being recognised as providing value to others. In turn, people will be prepared to exchange their information (their email address) for an ongoing interaction and connect on a much deeper level. Addressable audiences are the new forms of measurement. It is up to businesses to make markets. A subscriber is key to any company today.”