My colleague Harry Klein from Customer Engagement Strategies contacted me with a good article today on branded content. According to Corporate Marketers Shifting Spend to Branded Content, “more than three-quarters of US corporate marketers say they are aggressively (16%) or moderately (62%) shifting spending from traditional marketing to branded-content* marketing.” (1) The article appears on the MarketingProfs website.
Based on a study by the Custom Content Council (CCC) in partnership with ContentWise, the top content market goals are to educate customers (49%), followed by customer retention (26%) and enhancing brand loyalty (14%). Similar goals were cited in 2010, with customer education ranked first (52%), followed by customer retention (23%) and brand loyalty (12%). (2)
I continue to see that being the leading provider of content in your area of expertise is a key to success. Be the content.