Marketers are becoming increasingly aware of the power of content in attracting attention. To attract attention to their brands in the midst of growing banner blindness and increasing distractions, advertisers need to do more than slap an impression on the side of an article. Instead, they need to create useful, relevant content that attracts audience and simultaneously promotes their brand. But that's old news. Advertisers have figured that out and have turned their attention instead to finding ways to make their content more discoverable.
According to a Blog Post by Brian Honnigman of Contently, a company that links journalist/content creators with brands, the way people discover content on the internet has evolved over the years - from forums, to emails, to blogs and search, to the latest rage, social media. Thus advertisers are faced with the challenge of tailoring their content distribution strategy to social media. According to Honnigman, this requires understanding what makes each platform unique. Buzzfeed is cited as a publisher that helps marketers produce discoverable content. Their "listicles" appeal to specific communities that share amongst each other helping the content go viral. And going viral is a huge win, obviously.
Given this innovative publisher's success, it's no surprise that one of Buzzfeed's own, Jonathan Perelman, VP of Agency Relations coined the catchy phrase: "Content is King, and Distribution is Queen, but she wears the pants."
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