A Quote by Michael Brenner
Content marketing represents the gap between what brands produce and what consumers actually want.
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Content marketing is more than a buzzword. It is the hottest trend in marketing because it is the biggest gap between what buyers want and brands produce.
Chinese brands will face many obstacles when marketing to Western consumers. Beyond the associations with poor quality and unsound environmental practices, they generally do not have the marketing capabilities or budgets to build powerful global brands.
The goal of content marketing is to create content that people actually want to read/view. If you're being blatantly promotional, there's a good chance your content marketing efforts are falling flat.
There's an adage that is an apt description of the new dynamic at work between brands and consumers connected through social media: People support what they help to build. But now that many brands are launching community-driven cause marketing campaigns, the challenge becomes what to do next?
In a world where authenticity increasingly is in focus, consumers are seeking more than brands who focuses on revenue - consumers want to support brands with a purpose - one that justifies an emotional engagement.
I think it is valuable and should be valued by its consumers. Charging for content forces discipline on journalists: they must produce things that people actually value.
Brands' use of social media is not a matter of yes or no. It is simply a matter of how and when. The next generation of consumers will expect their brands to always be available, providing interactive experiences and bringing value to our lives by taking advantage of social media tools in their marketing communications
Consumers are looking for those trusted brands to help with search and discovery and streaming content choices.
It's not just the emotional, intellectual, and physical gaps between you and money. The real gap is always between what you think you want and what you actually want, deep down.
I really want to be the black Tina Fey, where I just am able to produce my own content and produce other content for other minority filmmakers and put their voices on screen and basically be able to have free range to produce.
Beware of the gap: the gap between where you are and where you want to be. Simply thinking of the gap widens it, and you end up falling through.
Capitalists work hard to produce what consumers want. Artists who work too hard to produce what consumers want are often accused of selling out. Thus, even the languages of capitalism and art conflict: a firm that has 'sold out' has succeeded, but an artist that has 'sold out' has failed.
I produce content for a few people, actually, between Peppermint and Marti Gould Cummings and different local queens in New York City.
I see "demand creation" as a 20th-century construct that's bound up with advertising. It's an outmoded view of marketing that says, "First, we build a product or service, then we advertise it into people's lives." Embedded this view is the belief that companies control brands. This is a myth. My message all along has been that brands are actually created by customers, not companies. Companies only provide the raw materials - the products, messaging, behaviors - that people use these to create brands.
For decades, media companies have largely controlled the tools through which consumers were told what to buy, wear or think. Now consumers possess the same ability to produce, distribute and curate content and distribute it to their peers in real time across social media platforms.
During difficult economic times, consumers gravitate toward the brands they know, the brands they love and trust.
