It s Time to Take a Responsive Approach to Content Marketing
The culprit? Process. Most brands won t let a single Tweet, Facebook image, or banner ad out the door without it being vetted, quintuple checked and sent to four directors for approval five weeks in advance.
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Instead, brands need to make more like publishers and adopt a truly responsive philosophy in their newsrooms.
On the other end of the specpatagonia sale onlinetrum, publishers face intense competition for their readers time from thousands of other content producers, agpatagonia wetsuit guidegregators and social media feeds. To survive, they need to act more like brands, putting care into distinguishing their product from competitors and truly connecting with their patagonia better sweater coat java brown sale0readers. For publishers, content is the final product they re selling, and yet most editors don t always consider how to package and distribute it once it s on the site.
Here are three ways brands and publishers can learn from each other:
Brands, on the other hand, feel extremely uncomfortable with the idea of incomplete or raw content. This impulse makes sense in the legacy context of TV or print. When you re producing highly polished creative, you need to plan tight content schedules, months in advance.
patagonia outlet online storeOn the internet, and especially on social, the context is completely different. Here, brand messaging is mixed in with everything from publisher content, competitor content, and imperfect messages from real, breathing people. In these environments, too much polish feels awkward and inhuman, and tight planning is impossible if you want to keep up with the news cycle.
So how do brands adopt a more fluid style? Change the process. Companies that succeed in this world havepatagonia better sweater coat java brown sale the courage tpatagonia better sweater jacket 6pmo organize their content marketing operations like newsrooms. In addition to planning campaigns months in advance, they empower their strategists to behave like editors and publish reactively and quickly.
Operating in this way isn t just about jumping on memes and news events and putting your own spin on it. Adopting a fully responsive philosophy means being comfortable with setting up loose structures around your brand s feature stories for the year, and letting your newsrooms adapt and adjust as these stories are put into the world.
The best brands listen to how the world responds to their planned creative and layer on stories that arise naturally from these reactions, creating deep connections between brands and the consumer. Directly or indirectly, it matters less about where the audience encountered the story what matters is whether the story has weaved its way into culture.
Although pumens patagonia better sweater khakiblishers are great at producing and distributing content, they often struggle when it comes to pacpatagonia better sweater coat java brown sale1kaging and branding it. In fact, a lot of publishers will tell you that their content is their brand. This way of thinking comes from a time when publishing was so expensive that only a few publishers could operate in any given marpatagonia discount code nordstromket.
Now, of course, anyone can be a publisher. There is more content produced every day than anyone could process in a year. Trying to differentiate on content alpatagonia better sweater coat java brown sale2one is becoming impossible. And even if your content can stand out in the crowd with a strong, recognizable brand, the prevalence of news aggregators means there is no guarantee that readers will ever get it directly from patagonia everlong review kohlsyou.
The only way to make sure users come to you consistently is to do the work: Establish your brand and build connections between it and readers. One way to do this is to think more like a brand when it comes to packaging and releasing products. A brand wouldn t dream of releasing something new without obsessing over every detail from naming it, to packaging it, to focus grouping the hell out of it. And yet, publishers routinely release new series with little or no advance warning, and sections with uninspiring names like top stories or trending.
Instead, publishers should seekpatagonia better sweater coat java brown sale3 to understand what excites their readers and communicate new products to them with the same adaptive awareness that brands are starting to employ.
In the coming years, brands are going to move beyond content production and explore more tools from the publisher world like curation and aggregation. As publishers search for new business models, they re going to have to start becoming serious about selling their own products, like a brand. Instead of trying to protect their content with paywalls, they ll start to think about how to move patagonia half mass bag reviewsa subscriber along a purchase funnel and entice a purchase, with language and content that changes subtly along the way.
