Marketers are blurring the line between content and ad creative in order to deliver more relevant and compelling messages to consumers across digital touchpoints, according to a new report published by research enterprise eMarketer.
The Storytelling in Sequence: How Brands Are Creating More Engaging Messaging study looks at the methods that brands are using to tell engaging stories to their consumers. It notes that publishing the unique news and premium articles that a target audience wants and needs is an ongoing challenge, but modern content marketing offers up numerous channels and formats to get the job done.
Marketers are now relying on a mix of organic and paid media to circulate content that tells a brand story, and the use of content and creative sequentially is particularly successful at presenting longer and engaging messages to end users. The report claims that content and advertising are now blurring into one due to the importance of both methods during distribution.
This trend has also been driven by recent advances in tech and data analytics, which have enabled brands to personalise and automate their processes to deliver content “in a sequence, at scale.” This also ensures that content is published where a target audience will find it while fostering more engagement.
Data is now key for informing content strategies, according to The Future of Content Marketing report published by BrightEdge earlier this summer. It found that 44.8 per cent of content leaders rely on data to develop their strategies and campaigns, which was far ahead of departmental direction (29.4 per cent) and customer feedback (10.3 per cent).
It can be more difficult for marketers to make sense of the growing number of channels, platforms and formats available today, but eMarketer’s report found that the vast range of tools are actually helping brands to tell stories over time, which is making targeted messages more useful and relevant in the long term.
Tapad exec Preethy Vaidyanathan also gave an example of the sequential content strategy that can drive better results. Using a movie release as an example, she said that a first exposure using a video ad with a trailer can be followed by a direct response ad asking consumers whether they want to purchase a ticket if they engaged with the initial video in some form.