Examining the development of the media, shows it has definitely moved from order to somewhat chaotic.
Once the world was organized – there were several content sources that spoke to many recipients. Everyone knew his place. There were a number of newspapers, a few radio and television stations, and a mass of people who learned, almost everything from them. The digital world has shattered that familiar order.
The new order arranges content and information in a configuration of Many to Many.
Everyone talks to everyone, everyone affects everyone, and everyone is influenced by everyone. The new order also introduced brands that have realized that the only way they could initiate real marketing moves was to develop a relationship with customers and users. The only way to do it is to create value for them. In other words – provide them with relevant, unique, attractive content.
This is why brands have no choice but to think like publishers
How do you do that? Where do you start? It is customary to consider four layers of activity
- Content Operations
The organization should be prepared in terms of structure, sources of investment, budgeting, training and recruitment of suitable personnel.
- Content Strategy
As in any market move, here too, there is a need to create a strategy: what kind of content will be relevant to your target audience while at the same time connecting it to your product. Who is the target audience for your content? What does he like? What motivates him? What are his needs? What are his interests and motivations? What is his digital profile? What are his consumption habits?
- Structure, source and content technology
Are you going to produce the content yourself? Will you use aggregation technologies? How are you going to distribute your content? what is your Content Automation strategy and tools ? ( such as Chat GPT )
- Measurement / Analytics
In content much like in digital advertising, whatever cannot be measured is not really managed.
What do you measure? How do you measure it? How often? What will be your yardstick for success? All these should be agreed upon as the first step.
We believe that the new strong content players will come from brands. They have no choice and they have the money (unlike the traditional content players, most of which are in financial trouble). Some brands around the world have already begun taking that seriously:
Redbull – has long ceased to be just a drink. It is the world’s leading publisher in the field of extreme sports – including magazines, apps, sites and extensive activity on social networks.
Nike – is not just selling clothes and shoes anymore. This brand has become a sports culture agent and has taken ownership of running and runners, providing them with apps and videos as well as a variety of content such as running tracks, recipes for athletes and tips from experts.
American Express – developed a content and community brand for small businesses which are in trouble and need marketing consulting, financial accompaniment, business collaborations, and mentoring in advertising and marketing.
Big brands have an existential need to develop relationships with potential customers and consumers. This need can be satisfied using an effective content marketing strategy.
Add to this the fact that these companies have more resources than the weakening media companies and you get a new picture of the content and media industry.
A picture in which some of the traditional media players give way to brands that behave and think like publishers.
ComTov Audio :