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With so many channels and the marginal cost of the creation and distribution of content, brands today are struggling to communicate with an increasingly fragmented audience.
“Consumer attention is ephemeral and is exponentially fleeting,” said Julie Fleishman (@jfly) of Kraft Foods in her Content Marketing World keynote.
What will save our brands? According to Fleishman, the answer is content. “It’s an invitation to engage. It’s not intrusive and invites the consumer in.”
Content signals “I know you, you know me,” and creates trust, demonstrating shared interests. And in today’s digital environment, content is self-targeting, through search engines and social recommendations.
For these reasons, content is at the center of the Kraft Foods marketing engine....
Two further superb content marketing quotes from Fleishman:
"Done is better than perfect."
“Learn. Create. Deliver. Measure. Learn."
Many thanks to @Sarah Skerik for sharing this post.