Why Is Content Marketing So Important? Here’s What It Needs To Be.

Content is KING and content marketing is the heart of modern marketing. Rather than bore your customers with ads, inspire them with content.

Coca-Cola’s marketing mission statement is Content 2020, moving from creative excellence to content excellence. #CocaCola’s Jonathan Mildenhall, VP Global Advertising Strategy and Creative Excellence recently stated that:

“All advertisers need a lot more content so that they can keep the engagement with consumers fresh and relevant, because of the 24/7 connectivity. If you’re going to be successful around the world, you have to have fat and fertile ideas at the core.”

In China, Tencent’s Chairman, Pony Ma answered a reporter’s question about whether China Internet is moving from a traffic war to a content war, saying that:

"In future, the value of Content and IP will become more and more important. The significance of traffic vs content will change from 82 to 55. Traffic is the entrance while Content is the commanding height.”

Nowadays, internet traffic has become more expensive and content is the new strategic battlefield for competition. Internet giants like #Tencent, #Baidu, #Alibaba and #Toutiao have placed their bets on content businesses, competing for users’ fragmentation time. Even for brand owners, investment in content keeps increasing.

For example:

Coca-Cola Journey: magazine-style feature stories brought to life with compelling photography, video and audio. Journey also includes eye-catching infographics and user-generated content.

#FabBeauty: a fashion website created by L'Oreal that shares beauty and hairstyling trends by #KOL and professionals: hairdressers, colorists, barbers, beauticians and manicurists.

Rather than bore your customers with ads, inspire them with content.

As marketers flood their consumers with more and more content, they are beginning to listen less and less. Consumers are so used to being inundated with sales content and they're already tuning it out.

Nearly 60 per cent of #APAC marketers and agencies believed that content marketing is the top priority, as revealed by a global report #NewBase (formerly known as #Publicitas).