Why Brands Are Defined By Their Content
In this opinion piece, Irwin Lim (pictured below), marketing services lead at Accenture Interactive in Australia and New Zealand argues why brands need to look beyond the creative aspect of their content and be prepared to get their hands dirty.
From education to recreation, we would be hard-pressed to identify aspects of our modern lives not impacted by digital content. Reviews and recommendations of friends, bloggers, journalists and the wider internet community influence everything we do, from what restaurant we dine at, to who we bank with and what purchases we make. As consumers, we’ve become accustomed to a state of boundless connectivity. The average person is exposed to 577 marketing messages every day and, as a result, brands are now competing for attention more than ever.
Accenture research found that organisations are spending between US$150 million and $250 million on content-related activities, but does spend always equal value? And with 60 per cent of leaders admitting that they don’t understand the goals of their content, it’s clear that organisations need to align these substantial investments with a clear understanding of desired outcomes.
In the absence of a strong sense of purpose, content can become an operational grind with no rigour or structure. Organisations need to look beyond the creative aspect of their content and be prepared to get their hands dirty to both operationalise and revolutionise the way they deliver content at scale, to grow their business identity and command an audience.
Identity and culture content is synonymous with a brand’s voice; it is the personality and identity of the organisation. High-performing organisations are addressing the evolving landscape by producing content that helps to define a consistent brand identity. Content-first organisations are redefining the consumer relationship and driving disruption with traditional content-led business models.
Some successful organisations embody themselves so clearly in the content they produce that their audience develops a true affinity with them. Bupa’s The Blue Room is one such example here in Australia. This online content hub publishes commentary on health, wellbeing and lifestyle issues relevant to its wider audience. Content is no longer about promotion; it’s about expressing a brand’s identity and building relationships with its customers.
Command an audience
Research by Accenture revealed that 80 per cent of consumers are either ignoring traditional adverts or using ad blockers. However, more than 70 per cent of consumers also reported feeling more open to content, especially if was tailored to their tastes. So, how do organisations break through the ad blockers and engage their audiences in meaningful and compelling ways?
The qualities which earn credibility in the eyes of consumers are demonstrated expertise, ethical transparency and innovation. The best content meets complex consumer needs and is useful, entertaining, believable, and aspirational.
Lingerie brand Berlei is an example, recently launching its ‘Womankind’ video content series which portrayed an honest and authentic customer journey of women buying underwear. The message for women to feel empowered by investing in themselves allowed Berlei to truly connect with its female audience and rejuvenated the 100-year-old heritage brand in the eyes of many marketing commentators and consumers.
Think distribution
The path to popular engagement is no longer a straight line. Content marketing has been making headways in Australia, but questions have also been raised of quality versus scale. Popular digital platforms like Snapchat and Facebook Live are creating new ways for organisations to reach consumers.
The radical possibilities presented by digital technology means distribution itself has become an important area of creative innovation. Yet, only 29 per cent of executives agree the content they produce is consistent in style and tone across channels, which is impacting brands’ ability to create quality content.
It’s not practical, nor desirable, to commit equally to every new platform. Knowing your audience will determine the right distribution., with channels and touchpoints informed by a clear and consistent purpose and identity.
Develop a blueprint
Branded content engages consumers from an emotional and personal level, blending marketing with storytelling and social connectivity. But what’s missing for many organisations is a clear and robust content blueprint that defines the basics such as goals, activities and measurements.
Begin with the right platform and tools, get to know your customers, use data and analytics to develop insights, and drive the right message to the right people. Be committed to content production and develop a cohesive approach that allows more contributors – employees, agencies, journalists, bloggers – to create content with a consistent objective and voice.
We know content must be a vital expression of an organisation’s purpose and true to its lifeblood. And we know that consumers have an insatiable appetite for content that matters, and organisations must ultimately navigate audience needs while staying true to their brand identity.
But we also know that organisations who invest in developing a robust content blueprint and operationalising this throughout their business, producing and delivering authentic content at scale, who are committed to using data and analytics to provide customer insights, will be the ones who reap the rewards of driving brand engagement, and ultimately ROI.
Latest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.