To succeed in social media, marketers can embrace one of the things that the channel does best: the propagation of content. Social platforms and the consumers that use them have an insatiable appetite for content that can be easily commented on, liked, tweeted, blogged and pinned. Brand content answers that need by offering the consumer insight, entertainment or utility—something to talk about and share.
However, the question that marketers are now wrestling with is whether every brand be a content brand. Strategically, it’s a significant undertaking, starting with finding a white space in the category. “When brands create content, they aren’t competing with other brands; they’re competing with publishers and other content creators,” said Ingrid Bernstein, director of experience at JWT New York.
Read the rest on the Canadian Marketing Association Blog.