Brands must shift to a ‘value first’ model, where content sits at the heart of the communication strategy and defines the very nature of marketing, says Drum’s James Larman. This new model will combine both the conception of ideas and how, where and when they are best experienced.
Not all content is made equal and some is not made well, says Mags Walker at the fabl, but compelling storytelling will generate good stories. Brands need to have an effective content strategy, good stories and good storytelling to sustain their narrative and keep customers captivated.
Creating content is not as simple as having great content – you have to know how, where and when to publish it, says Claire Irvin at The River Group. And to market it, making it work as a compelling part of the 360-degree omnichannel experience.
The bank brand will evaluate the performance of a new campaign for its Santander Cycles sponsorship every week, a much shorter period than normal, as it looks to move the industry away from long buying and production cycles.