Content marketing is a hot topic, and rightly so. In an era in which many people are digitally “always on,” the volume of ad messages coming consumers’ way can be overwhelming, and convincing people to choose a specific brand in that crowded environment is harder than ever. This is where content marketing can come into its own, delivering “minimized” marketing that influences future purchases instead of inflames consumers’ sense of marketing overload, according to a new eMarketer report, “UK Content Marketing: Meeting the Challenge of Being Seen and Shared.”
There are many ways to package and distribute content marketing material. Exactly how that’s done—across which channels and via what formats—is something of a balancing act. But one way to achieve good coverage, and potentially good engagement, is to lean on social media platforms.
With an addressable market of 33.1 million (over half the UK population) in 2014, eMarketer estimates, social media platforms offer huge potential to content marketers. And marketers have taken note, producing more content for social media than any other channel. Redshift Research polling for Bite in February 2014 found that 71% of UK marketing decision-makers were creating content marketing materials for social media, well above second-place white papers, mentioned by 38% of respondents.
The relative success of socially shared branded content relies, of course, on the quality of that content. But it also needs to appeal to people. For instance, even in a period when recent economic conditions have led to a particularly cost-conscious public, August 2013 polling of UK internet users by UM found that humorous content was more likely to be shared than money-saving offers.
The magic formula of what type of content to deliver on what platform in what way might not be easy to nail down, but as UM’s survey found, if a company can entertain people, those people are apt to disperse that content via social media. At that point, a successful content marketing campaign may be at hand.
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