Tuesday, February 14, 2017

Brand Managers: 3 Ways To Deliver Content In The Digital World


Brand Manager are facing enormous challenges to differentiate, engage and meet the constantly changing purchase behaviors of their digitally empowered customers. As a brand passionate and graduate student within the Integrated Marketing Communications program at Medill, Northwestern University, I have found two interesting articles. What do brands need to focus on, in order to deliver the right content & engage with their customers in today’s interconnected world? Two articles that I am convinced, you will find interesting.


The article Trends Showing B2B Content Marketing Won’t Be Boring in 2017, published on business2community.com and written by Aashish Sharma underlines the importance of content marketing and describes trends brands have to focus on to engage with their customers. Due to the high content exposure,  Marketers need to use the right strategy to be recognized by their customers. According to Sharma, video content is going to be increasingly important as a form of marketing and 85% of content marketers already report a positive ROI when using videos. Influencer marketing is mentioned as a second big trend for 2017. Engaging influencers is becoming essential to be successful. They have the possibility to help brands gain trust and credibility. Furthermore they can build meaningful relationships. Therefore, it is important to identify the right influencer and understand how to use this opportunity most effectively. 


Similar to Sharma, Lilach Bullock reports in her article 6 Predictions for Content Marketing in 2017, published on socialmediatoday.com, what content marketing is going to be like in the upcoming year. According to her content is a “great promotional tool for businesses” and video is driving more engagement then any other content. Whether it is on Snapchat, Facebook, Instagram or other social media platforms - video is king. Customers watching videos are 1.81x more likely to purchase that those who don’t. Bullock therefore advises to use video to deliver content in the digital world in order to make more conversions and sales. The second trend she is pointing out is that you should put emphasis on your mobile device optimization. We live in a world where consumers have their phones and tablets with them 24/7. Most content consumption is therefore on there mobile devices. Brands need to adjust and optimize all the information for mobile devices. If they do not, they run the risk that people will simply not engage with their content. Have a look at the two article to explorer additional trends that could be of interest for your brand!

After reading these two powerful articles and from my studies as a graduate student in the Northwestern Medill IMC program, I have identified three recommendations for you. Here is what you should do in order to deliver meaningful content to your most valuable audience:
  • Engage through Video - Be ready to create video content, video content drives more engagement than any other content.
  • Identify relevant Influencer - Through influencers, your brand will have the possibility to reach a much larger audience, because they can add to the importance of your messages.
  • Think Mobile - Your Brand should create and optimize its social media content for mobile devices.


Anke von Hanstein
Creative Thinker. Brand Passionate. Insight-Driven.

Anke is a graduate student at Northwestern University’s Medill School of Journalism, Media and Integrated Marketing Communications (class of’17). She is currently pursuing her degree in Integrated Marketing Communications. Her strong interests in brand & content marketing within todays digital world motivates to become a marketing professional. Connect with her on Twitter or LinkedIn.

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