The above video interview is from Internet Week in NYC.
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Content marketing requires a nearly perpetual stream of fresh, engaging content that concurrently conveys multiple stories. Recognizing the breadth of talent available in the marketplace, Digitas is turning to content creation specialists to sit at the table with the agency and its brands to create programs that better connect the value of those brands to consumers.
Colin Kinsella, President, North America of Digitas, observes that content marketing is owned media taken to the marketplace to earn the love and sharing of consumers. Determining the content that is most valuable to a brand’s audience is essential to charting how that value is to be delivered in terms of platforms and timing.
Communities are best built where social relationships exist around passion points. “Audience design is the most important thing we do for our clients,” states Kinsella. For example, Real Women of Philadelphia married the brand with celebrity chef Paul Deen to encourage women with a passion for cooking to cook with Philadelphia Cream Cheese and then create and share their own recipes.
Audience design, according to Kinsella, requires building a core, passionate audience with engaging content. Then, at the right time, paid media is added to the mix to accelerate community growth. The overall content stream must speak equally well to established members of the community and newcomers.
The chemistry required for each brand is different and the mindset of the collaborating content creators can help develop the right “formula.” How is success measured? “Sales is it,” says Kinsella. Though there are other parameters, such as consumer feedback, engagement and Likes, “If our clients are not doing well, we are not doing well.”
