How to... take your content marketing to the next level

It's been a few years since Coca-Cola announced its commitment to content marketing. Its Content 2020 strategy marked an investment in content excellence through a collaborative approach using crowdsourcing, fans on social media and film and music producers. It'll be years before the brand knows whether it's reached its strategic targets for 2020, but if you want to take your content marketing to the next level now, it's worth taking note of the following:

How to: ... Take your content marketing to the next level
How to: ... Take your content marketing to the next level

A data-driven strategy means not only can you create content you know your audience will like, but also find out what they don't like

Get mobile-friendly. It's not rocket science - most marketers know the importance of optimising content for mobile but few brands are actually doing this. Mobile strategies and content marketing will only integrate further, so act now.

Don't rely on social shares. If you want to get serious about measuring the impact of your content marketing strategy, you'll need to get hard data - and lots of it - in place. A data-driven strategy means not only can you create content you know your audience will like, but also find out what they don't like and what they want from it.

Ask Kevin Spacey. What does the actor have to do with content marketing? Quite a lot, if his keynote speech at September's Content Marketing World event is anything to go by. In his view, the elements that make better stories are conflict, authenticity and the audience.

Think interactive. Infographics, motion graphics - call them what you will, interactive graphics are growing in importance when it comes to content marketing and visual content.

In 2020, content marketing will be ... This was the question content-marketing agency Imagination posed to a group of US industry experts last month. Their answers ranged from "easier to find" and "automatically curated" to "consumed through interactive, immersive, probably virtual environments, along the lines of Google Glass or Oculus Rift". Your answers on a postcard, or in a tweet, please.

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Job description: Digital marketing executive
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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).

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