2 MINUTE READ
We highly recommend this fascinating documentary about the rise of content marketing in the information age. Companies featured include Marriott, Proctor & Gamble, and Red Bull.
Beginning with a brief history of traditional marketing, the producers demonstrate why the internet has completely changed our relationship with consumers. Whether we adapt to that change successfully depends on our ability to engage with consumers through relevant content.
If you don’t have time to watch this documentary, we have included some key takeaways below.
Takeaways
Brands and branding arose from the development of mass media from the 1950’s through the 1980’s. The old distribution method was to interrupt consumers and push messages out to them. Consumers didn’t have as many channels to choose from, so this method proved effective.
The internet has changed everything. Business can now connect directly with consumers and vice versa. They are no longer your consumers, they are your audience.
Work to understand your audience and deliver valuable and useful information to them. Create the content that they want to consume. Thanks to the internet, we don’t need to interrupt our customers; they’re already letting us in.
Content is the currency that brands use to engage in conversation with consumers. Today, they are more informed than ever, and quality content is what you need to win their loyalty. As a result, marketers are turning into content publishers.
In the words of David Beebe, VP of Global Creative & Content Marketing at Marriott International, “Publish or Perish.”
Good content keeps you relevant, but it doesn’t happen overnight. Creating valuable content that your audience wants to consume is a long-term process. It is essential to invest in content creation to keep today’s audiences engaged.
About Accommovision
At Accommovision, we specialize in producing top-quality travel content for hotels and resorts. To find out more about our services, click here.