HotHouse - Noise

May 26, 2008

Brands are banking on content

Brands are getting behind content again. Simon van Wyk finds out why.
Advertising clutter is the single biggest problem with marketing today. Advertising is inescapable, but that also means less effective. People are increasingly fed up with advertising in every way, shape and form. TV commercials aren't watched, banner ads are blocked or ignored, spam filters block your most recent mailing campaign.

Consumers don't want to be sold. But they do want to buy things and they do want information, advice, comparisons and comment about these things. As such they value relevant information. They value content. And they will seek it out.

Umbrella term
Of course the term 'content' is fast becoming the umbrella to describe the entire marketing effort or program. But too many marketers assume that their brand messages are content. But they are not. Not valuable content at any rate.

Content is not about uploading your latest TVC up on YouTube and waiting for it to go viral. Believe me, it won't. Consumers have become increasingly savvy and empowered in the choices they make, putting less and less faith in traditional marketing and sales efforts. So as traditional display advertising and media channels lose their charm and effectiveness, much of a company's marketing efforts will need to focus on engaging the consumer and provide the stuff they need to make informed buying decisions.

And the stuff they need is generally great content.

And hence, why brands are starting to embrace content creation, and marketing strategies that engage their customers where they like to hang out.

As John Battelle says: "...adding value to a customer's life through marketing will be seen as a necessity as opposed to an experiment. This is the logical extension of the search marketing revolution to all forms of marketing, well beyond direct response and the fulfilment of declared intent."

Consumers want content
Indeed a recent Forrester Research Report called "Consumers want Content" recommends marketers must move thoughtfully into the content arena. But as the report says: "While brands may benefit from rich content, they don't necessarily have to create it themselves. Marketers must decide whether they want to create their own content, or integrate with existing content." And the availability of rich original content will certainly help with that decision.

Of course Nike+ has been a trailblazer in this content creation arena. Nike executives are reported as saying that much of the company's future advertising spending will take the form of services for consumers, like workout advice, online communities and local sports competitions.

As Joaquin Hidalgo, Vice President for global brand marketing at Nike was quoted in the New York Times last year: "We don't automatically think about television anymore. There was a time when brands like Nike could tell kids through the medium of television what was cool, what was in, what was not in, because that was the only window they had into the world. That has completely changed now."

And Stefan Olander, Nike's global director for brand connections says: "We want to find a way to enhance the experience and services, rather than looking for a way to interrupt people from getting to where they want to go. How can we provide a service that the consumer goes, 'Wow, you really made this easier for me'?"

And Nike is not alone in wanting to make it easier for consumers. Brands like Nike that have been built on advertising are now turning to content to build experiences for consumers because they've worked out that content drives revenue.

Monumental success
Mattel for instance is breathing new life into its Barbie brand by providing valuable content and a safe community for little girls at Barbiegirls.com The community provides girls the opportunity to create a highly personalised avatar to use throughout the virtual world, design their own rooms, shop with virtual currency, play games, watch videos and have online chats with other girls in the community.

The site has been a monumental success and has helped keep the Barbie brand alive and kicking for at least another generation of little girls. Indeed such is the value that its customers place on the content that Barbiegirls.com has seen incredible growth with tens of thousands of new signups coming in from around the world.

And for grown up girls, Unilever's Dove wants women to come to them first for information and advice on health and beauty. Their new online community offers entertainment, blogs, the company's original programming, advice from a doctor on skin care and product advertising.

Pepsi-Cola North America is also banking on content for its latest beverage line, Tava. Instead of going down the tried and tested formula of splashy TV and print ads to build awareness, Pepsi is aiming to create more of an emotional connection with consumers at Tava.com by offering valuable content in the form of downloadable songs from emerging musicians and news on cultural and arts events in cities across the US.

MYOB is also connecting with its market by delivering valuable content rather than traditional marketing messages.

In line with MYOB's business vision of helping small business owners make the most of their opportunities, MYOB has invested in a Business Resource Centre where small business owners can find highly digestible advice, tools, and services designed to help them, whatever stage of their small business lifecycle.

By engaging the customer in regular contact with the organisation, it also expands the customers' perceptions of what MYOB has to offer them, and potentially reach a range of users that are not current MYOB customers.

With content driving revenue, all these examples show brands are treating consumers with more respect - placing real value in marketing, not simply delivering marketing messages to sell something.

After all, consumers are more than just eyeballs and today and marketers need to treat them as such.

Simon van Wyk is founder of digital marketing company HotHouse Interactive.

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