As Google demands better quality content, online media consumers get turned off by display and brands look to engage rather than convert there has been an amalgamation of digital disciplines leveraged on the basic principles of creating and distributing content.
Which is why we’ve coined the term Content Umbrella.
The content umbrella represents a significant shift towards content across several industries. Our white paper, released this week, documents how the mobile and digital revolution has necessitated a mass re-think across the board and how the shift has implicated specific disciplines as well as the content industry as a whole.
To whet your appetite, here’s a wee snippet:
Display Blind: Advertising Adapts to Digital
Display advertising is at best a saturated market and at worst a marketing technique teetering on irrelevancy. As more people access content via mobile devices the marketing world has been faced with the dilemma of how to best communicate to audiences who are wise to the motive behind a display ad.
Consumers, on the one hand, do see value in content. Per-dollar content marketing produces roughly three times as many leads as display advertising according to Oracle research. Furthermore, the consumer becomes a brand champion by engaging with the content, creating a c2c ‘sharing’ relationship rather than a b2c ‘telling’ relationship. With more consumers accessing the internet via a smartphone over any other device, the tip towards content is only going to grow.
Social Media: Native Social vs Digital Display
Social media is also confronting how to communicate marketing messages to an increasingly mobile user base. On mobile’s smaller screens, the stream is the experience, which is why display has struggled to make an impression.
In-stream native ads, however, look, feel, and function seamlessly across mobile and PC, which is precisely what brands want. AdRoll analysis of Facebook’s ad exchange revealed that ads in the News Feed achieve 49-times higher click-through rates and a 54 per cent lower cost-per-click than traditional placements in the right-rail sidebar. As a result, spending on native social is set to rocket to $21 billion worldwide by 2018, and it is likely to continue to climb.
Google’s Panda algorithm instigated a golden age for purveyors of quality content. After years of SEO ‘cheats’ – content farms, keyword advertising, link building et al – there has been a mass purge of low quality, spammy sites which have been replaced by sites that provide relevant content that is interactive and of good quality.
All organisations looking to rank well for key search terms need a strategy that is focussed on creating high quality, highly relevant content that is distributed well. With talk of Google switching backlinks to brand citations, the SEO industry will become increasingly cosy with content and publishers.
PR in the Media Mix
In marrying the brands needs with those of the publishers, PR is perhaps best placed to unify the umbrella of content. PR professionals understand how to create engaging content while at the same time making brand considerations such as marketing messages and SEO objectives.
As a genuinely multimedia business that has been supplying content to national newspapers for 40 years, SWNS / 72Point are well placed to meet the demands of the digital industries falling under the content umbrella. Not only do we know how to create great content, we can give it the reach it deserves by distributing it through established channels.