It’s no secret that the growth of the internet and social media has changed the way businesses and brands engage with their customers. The ways of traditional advertising are expensive and becoming increasingly ineffective.
Just like computers, tablets and phones have replaced newspapers and radios, all while the DVR’s growth in popularity is changing today’s television – it’s clear, people prefer to skip past the millions of dollars in commercial ad revenue with the press of a button. Audiences are sending a clear message that they want less interruptive advertising, while engaging with content that is relative to them. Offering a non-interruptive experience while also targeting an audience that will be interested and engaged, is not only easy and affordable for all businesses, but manageable and scalable to help shape the direction of targeted growth – with the right strategy.
This is why some of the biggest companies in the world have shifted their ad spending to more targeted digital platforms. The power of creative content like video, photos and even text, establishes a connection and conversation with your audience – the people who want to listen. This evolving medium is no longer limited to just the “big guys” anymore because newer digital tools along with accessible high-speed internet and mobile devices, has made this a possibility for all businesses. However, don’t underestimate the amount of effort or quality of content your business needs to stand out and really drive growth. A thoughtful strategy with measurable objectives is the only way effective content can be produced. This requires a team of people, helping to achieve maximum effectiveness and efficiency throughout the process.
At Kennetik, we typically break the types of content into 4 categories – content that entertains, educates, inspires and converts. And while the line can be blurred between these categories, it’s about focusing on what the audience does after interacting with the content, not just what they see. That’s why it’s more than just blog post, Facebook video, or Instagram photo – but instead, the goal behind it to help create effective content.