Is content marketing dying? | Mumbrella360 video
In this video from June's Mumbrella360 conference, a panel of creatives and marketers from Air New Zealand, Edge, the Invictus Games and MLC Life Insurance figure out if content marketing is dying, or if it's simply going through an image problem.
Adland loves claiming things are dead. But after King Content closed its doors, and the 2017 Gartner Hype Cycle placed content marketing well and truly in the trough of disillusionment, it was difficult to deny that content marketing didn’t at least have a bad case of the flu. But is it serious?
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“It’s natural for people to jump on a trend and then if there’s some misunderstanding about it, or if there’s a lack of understanding about how it can work for your brand or business, it can go through this phase,” says Tim Hodgson, chief commercial and marketing officer, Invictus Games.
And despite ever-tightening budgets, content marketing still needs to size up creatively, explains Matt Batten, ECD at The Edge. “The budget in content doesn’t allow for huge production values, but the creative standards still have to be there. You don’t necessarily need huge production values to have really good ideas that engage with consumers in a social media platform or a digital space.
“The challenge is in TV a brand is only competing against other brands who can afford to be on TV. But in content, a brand is competing against other brands in content, but also 20-year-olds who can make films, 1,000 vloggers, the 700 people we’re connected to individually on Facebook and Instagram. All these people are creating content that we engage with, so you’re competing for their eyeballs, for a share of their time.”
“We know that attention is really prized, and we have budgets that don’t go as far as some of our competitors”, adds Sam Saunders, brand communications manager Australia, Air New Zealand. “We have to balance the quality of the work that we put out… and also looking to see where we can get those wins and enter the conversation, that isn’t necessarily going to cost a lot of money.”
This video is from a session at June’s Mumbrella360 conference. To see more videos from the conference, click here.
The problem is marketers treat content like they treat tv, with the same fear, panic and caution. Which means, when it comes to actually being noticed online, when you have to compete with the BEST of the internet, not just other tv ads, no on cares about your crappy video. Until marketers realise this, and realise their results are impractical and phony, it’s just invisible pollution.
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Accenture just bought a big content shop in South America overnight. Suspect that they know what they are doing.
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Not dying, just changing. As techniques tend to do, over time. But Marketing and its fundamentals don’t. Still has its place in the right marketing mix.