BROUGHT TO YOU BY
“Your audience wants stories, we know how to tell them” is the promise made by Medium Rare, the company sponsoring this feature on the future of content marketing. The irony of this not lost on us.
A VIEW FROM MARKETERS
Marketers are becoming publishers, creating content that meets audience needs in a manner that is often more persuasive with consumers who have become more advertising savvy and sceptical.
Google ‘content marketing’ and you’ll come across a definition something like: “Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience – and, ultimately, to drive profitable customer action.”
Done well, content marketing builds trust, brings your brand values to life, increases brand awareness and likeability, and provides an opportunity to disseminate information that can be difficult to convey in a traditional ad.
As Liz Fraser, Commercial Director at MediaWorks NZ says: “Audiences are increasingly time poor and have more commercial messages being thrown at them than ever before. Content marketing provides an opportunity for brands to show they ‘get’ their audience.”
Some great recent examples of where MediaWorks has supported clients create content for their brand on their own channels include V Game Changer with The Rock, Mai, and George; and IAMS Dog Food on The Breeze.
Alongside V Energy and FUSE and partnering with gaming company Let’s Play Live, MediaWorks built the V Energy Game Changers Tournament – a gaming/media event using influencers and on-air talent to scale listenership and a following through social. The content created appeared as V Energy content on Twitch, Sky TV, on MediaWorks brands’ social pages and websites.
