As a trend spotter for most of my career, one of the things I look for is the announcement of “newly created roles” at companies and agencies. The latest of this to hit my radar is “VP, content creation,” “VP, digital content,” or even “editor” for a brand marketer. It's part of a series of interesting comments made by brands and their agencies about building newsrooms to contribute content as frequently and as tactically as media properties would. And like those media, this content includes text and video, long and short form for both, as well as a desire for that content to be readily shared with friends and other acquaintances.
- Connect to consumers in context. Having great content is not enough.
- Consider the context in which it will be consumed. Are your consumers looking for quick-hit information on their smartphones, snackable content on Facebook, or in-depth information on your website?
- Create visible value. What topics can you credibly provide value on, through information, education, or entertainment? Don't just create it; make it clear where the value is provided.
- Continuously measure and optimize results. Go beyond tracking data to measuring impact. Tie results like brand lift, content shares, and unaided recognition of the content to metrics that run the business like leads or sales.