Make visitors spend more time with you

When interactive online content is placed in a suitable context, the shifts in brand metrics can be measured and help marketers balance their books, according to the latest research.

Ross Cairns

Co-founder of Erasmus and global creative director for energy drink brand Relentless

Irrespective of whether we’re talking about straightforward advertising or content, the element that matters most is relevance.

However, this is so often overlooked.Throwing millions of “consumers” at the wall in the hope that a few stick with you doesn’t feel particularly efficient.

It should be no surprise that those opportunities to participate more fully with an idea and for consumers to experience some benefit from content should have a positive effect on how we regard subsequent communication from any brand that is treating us with respect.

Helping people work out if a brand and what it stands for is relevant to them or not takes time; that’s the critical benefit of content. Focusing on content is about flipping the agenda. No longer is it about repeatedly invading the consciousness of unwilling victims to sell, sell, sell – pushing messages driven primarily by what the brand wants.

Instead, it’s about confidence and respect; the confidence that there is in fact an idea at the heart of your brand that is worth sharing; and secondly, the basic respect for those people you’d wish to engage with.

When relevance is earned, consumer radars are tuned to receive, your brand is noticed more readily and your stories have a chance of connecting, enduring and in the end converting to sales. But to marketers who want instant results, content is much harder to deploy, harder to measure, harder to do well and there’s all that convenient, tempting media to just buy with all those eyeballs that will see or whizz by it.

Making content work for your brand requires a different attitude and no small amount of patience and sensitivity, but it’s also the future, so best get used to it.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here