As the importance of content marketing increases so does the need to evaluate its worth. At our Festival of Marketing’s content stage this year this will be the focus for a panel discussion featuring Simon Michaelides, marketing director at UKTV, and Helen Warren-Piper, marketing director for grocery at Premier Foods.
What should a brand’s approach be to a content marketing plan and how can you measure its value? These will be just two of the questions up for discussion at the debate, which will take place on 11 November at Tobacco Dock in London.
In addition, as with any marketing tool in the digital age, content plans and how they differ depending on platforms will also be on the agenda. Should marketers, for example, start with the end in mind? Is content used best as an engagement tool, as a sales driver, for product positioning or to provide entertainment?
Recent research reveals the degree to which marketers are embracing content management technologies to increase the value of customer engagement. Statistics from a CMO Council study shows that although content has become vital to the way companies and brands acquire and grow customer relationships, many marketers fail to connect content and commerce.
The study reveals that only 5% of respondents have highly integrated content and commerce, however 64% say they have plans or existing programmes to improve this.
But is this enough and do brands need to act now? Michaelides at UKTV believes that for consumers “content will always have a much more significant impact on brand perceptions than any clever marketing messages”.