The way we consume content has changed, giving communications pros the opportunity to look more closely at all important touch points across the consumer journey.
But content overload has become a concern. Everyone is creating content. 400 million tweets and 4.75 billion items are shared across Twitter and Facebook every day, which of course, impacts an audience's attention span. How can brands engage with their target audience over an on-going period of time?
DON'T PUT ALL YOUR EGGS IN ONE BASKET
The good news is that technology and data are maximising opportunities for new distribution tactics. Today you can connect with your audience beyond press coverage, blogs, newsletters, or social shares. Earned, Paid and Owned Media are converging and communications pros now look at media with a more holistic view, utilising the new content distribution tools available.
USE A PLATFORM'S ALGORITHM CHANGES TO YOUR ADVANTAGE
Native paid advertising is transforming the way content is distributed. Well-executed content-driven native ads can engage audiences by getting the right content to the right people at the right time. The information is relevant to the users’ needs and can be a great way to extend the reach of positive PR.
EMBRACE THE NEW ERA OF DISTRIBUTED CONTENT
Content consumption is changing with content being delivered to the audience rather than having the audience come through your own website or platform. It’s a huge shift known as native or “distributed content”. Content producers and publishers are getting their content “into the stream” , engaging growing mobile audiences. It started with Facebook Instant Articles and has opened doors to a variety of platforms and formats…
How can communications professionals seize the opportunity offered by these fast growing content distribution channels?
This article was originally published on Kantarmedia.ie.
ABOUT THE AUTHOR
Kantar Media provides critical information that helps our clients make better decisions about communications. We enable the world’s leading brands, publishers, agencies and industry bodies to navigate and succeed in a rapidly evolving media industry. Our services and data include; analysis of paid media opportunities; counsel on brand reputation, corporate management and consumer engagement through owned media and evaluating consumers’ reactions in earned media. As the global house of expertise in media and marketing information, Kantar Media provides clients with a broad range of insights, from audience research, competitive intelligence, vital consumer behaviour and digital insights, marketing and advertising effectiveness to social media monitoring. Our experts currently work with 22,000 companies tracking over 4 million brands in 50 countries.