Costello: Don’t be just brand pushers

  • Business
  • Saturday, 04 Apr 2015

Costello: ‘The content has to be searchable, snackable and shareable’.

Having right content when marketing a product is vital

MARKETERS should not merely be brand pushers but rather providers of content which consumers and businesses are looking for in a particular brand, according to Text100 Asia Pacific regional director Anne Costello.

She says the way content and information is disseminated by marketers generally is distorted by the fact that not many are providing the relevant information or content that will help consumers or businesses when purchasing a product or a service.

Having the right content when marketing a product or in short content marketing is vital for a marketer or an advertiser as it facilitates the effective sale of a brand and at the same time, avoid the hassle of consumers having to go through the unnecessary information before making a buying spree, she adds.

“There is an urgent need to change the way how a marketer communicates and facilitates a consumer in his or her decision making. It’s not just pushing a certain brand message across but more so on what consumers and organisations are interested to know about a specific brand. It has to be integrated marketing – using both the digital as well as traditional media – and at the same time has to be informative, creative and that can be measured.

“This will help marketers develop comprehensive marketing materials be it visual or written and gauge, for example, where consumers could gain the information they are looking for and gauge how effective the dissemination of this information is,” Costello tells StarBizWeek.

The usage of traditional and digital media has to go hand-in-hand for content marketing to be effective to boost sales and in the dissemination of information, she adds.

According to Costello, a recent global survey showed that about 70% of marketers were producing more contents but only 30% were effective ones. On top of these findings, she notes that on average, consumers engage with more than 11 pieces of content prior to making a purchase.

In an environment that is dynamic, disruptive and driven by multiple channels, she says brands must understand each step of the buying journey and formulate strategies to address the audience differently at each phase of the journey.

A recent study conducted by The Economist Group content solutions found that business executives were turned off by overt marketing messages, yet 93% of marketers tie content to a product or service. It is now becoming challenge to get content that consumers will trust in front of them at the right point of the buyer’s journey, she adds.

For content marketing to be successful, Costello says the 3S model has to be adopted judging from the success of global brands. “The content has to be searchable, snackable and shareable,” she says.

Searchable content captures the passion and pain points of the consumer and is optimised with trending keywords, boosting the content’s search ranking. Snackable content is made for the on-the-go consumer who needs answers to questions in a moment’s notice. When done right, snackable content leaves the consumer hungry and eager to come back for more.

Shareable content, on the other hand, serves as the root of discussion across social channels and is compelling enough for readers to share with their network of friends and followers.

Since one size will never fit all, she says it is therefore important for brands to adapt to the highly integrated decision-making environment.

“By understanding the buyer’s journey, brands can tailor appropriate communications content and channels at each engagement points in order to define an effective customer-centric marketing approach,” Costello says.

Text100 is a global communications agency. In August 2014, Text100 integrated with its sister agency Bite in Asia and Europe.

The integration created an agency of nearly 300 staff members, more than 100 clients and provided a more complete set of integrated services to its clients. Asia Pacific represents the largest regional footprint for Text100 with over 300 personnel, 12 offices, and 11 licensed partners and affiliates.

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