Why 2015 will be the year of content… with measurable results
MediaCom Beyond Advertising Global Head, James Morris, explains why content in 2015 needs to deliver on both creativity and results| January 9th, 2015
As content continues to reign as king, brands are increasingly asking agencies for conclusive ways to measure the success of content marketing – and it’s something MediaCom Beyond Advertising has been working hard to define.
Brands are producing more and more content and, with 2015 poised to be the ‘year of content’, having a great idea that stands out from the crowd remains the single most important element.
However, a connected approach to the smart distribution of the content is how a great idea reaches its full potential – and delivers results for brands.
It’s no longer enough for content to be a nice little extra for brands to engage with their audience, it needs to be at the centre of the planning process and needs to be fully accountable for the success or failure of campaigns.
It’s therefore important for brands and agencies to collaborate at the early planning stage and decide what constitutes success for the campaign and the content that is produced.
The success should be defined by real marketing objectives like driving awareness or sales rather than measuring the number of shares on social or click throughs – these cannot be the the only indicators of success.
We’re a Content + Connections agency – we produce great content and use it as the fuel to drive connected campaigns for our clients. This approach allows us to define and measure against hard business metrics and provide our clients with the best possible offering.
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