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value has seduced the consumer, it is absorbed in a positive way.
In-depth target analysis Identifying the media channels that the audience engages with is a crucial first step, as is identifying their favourite content types. Knowledge sets the tone of the sales messages. Too subtle and the consumer might miss them. Too heavy and they’ll be dismissed.
Once the basics are established, we ensure it radiates out across a variety of platforms – optimised for each. This could be a simple rewrite to capture a different audience segment, or translating it into a different format such as a video.
Creative versus curation
John Brown Media has also pioneered ways of taking this holistic approach to content further, particularly in terms of curating existing content. For example, does the organisation have any pre-existing content that could be retasked as part of a current campaign? Real engagement also comes from looking outside of Although adjustments will more peer groups to broader trends. And than likely be required to maintain of course, let’s not forget the needs relevancy and consistency, this of stakeholders to ensure messages approach ensures maximum return are perfectly aligned. Knowledge sets the tone on investment for a single piece of of the sales messages. content while helping to minimise John Brown Media calls this campaign budgets. customer-driven process the Too subtle and the ‘content hub’, and brings together consumer might miss Closing the analytics loop customer insights, strategic And of course, nothing advances planning, sector familiarity and them. Too heavy and without measurement. Analysis extensive knowledge on how to they’ll be dismissed undertaken in both the online capitalise on channels, platforms and (notoriously tricky) offline and technologies. environments feeds valuable The content hub insight and understanding straight The result of the content hub approach is an effective, back into the content hub process, facilitating ‘live’ cohesive, branded story arc deployed within a multiincremental optimisation of the evolving content channel environment. The customer might become marketing campaign. aware of a product or service through one channel, In sum and draw information to aid their purchasing decision The two key challenges for marketers, noted at the through a range of others before being driven beginning of this article are actually linked: Brands through to a website or store to purchase. With a have found it infinitely harder to keep up with the great content idea as the catalyst, the content hub media explosion with reduced budgets. ensures that planning; creation and distribution of content are aligned to achieve optimal success across Crucially, content marketing has evolved to meet a campaign. these challenges. Driven by the insight-rich content hub, brands can surpass the expectations of their When a piece of content marketing is commissioned, customers across both existing and emerging it is immediately assessed for its cross-platform channels, platforms and technologies. usage, promotional properties and viral potential.
Lucy Dryburgh Regional Director John Brown Media, Hong Kong
John Brown Media is a worldleading content marketing agency. John Brown Hong Kong delivers content programmes for many of the region’s leading companies. Contact lucy. dryburgh@johnbrownmedia.com or call +852 3711 3070 to discover how content marketing could support your business.
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