The Content Marketing Association estimates that content marketing accounts for 20% of global marketing spend – and it’s set to grow.
Source: © Deyan Georgiev 123rf Goal-driven content marketing is the future
This does not surprise me. Millennials and GenZ have changed the face of shopping by aligning their spending with brands that have purpose and history. We are looking for emotional and lasting connections. and content is the best way to communicate the brand’s purpose.
Slower burning approach
Commercial content goes beyond product and price; it’s not about selling a product or service, it’s about communicating a feeling or emotion through useful and relevant content for the user.
Brands willing to forgo hard selling in favor of a “slower burn” approach are reaping the benefits of loyal and highly engaged communities.
I see this firsthand in my world: two recent concurrent campaigns for a banking client produced average page times of 28 and 26 minutes respectively for long-form content – truly amazing in our congested attention economy.
South African brands should have even more impetus to invest in content campaigns.
As a nation, our storytelling traditions are rich and robust, and the above-average engagement times of our content campaigns suggest that local audiences are willing to invest their time – and valuable data – in contents.
The next big thing for content marketing
Goal-driven content marketing is essential for 2022 and beyond.
I cannot stress this enough: the public is warned about virtue signals and greenwashing. Inauthentic or misleading marketing campaigns are a waste of everyone’s time.
Instead, invest in content that uplifts the reader and benefits local communities. It’s not just the right thing to do – it makes business sense.
Research shows that 42% of millennials surveyed said they would deepen their relationship with brands that have a positive impact on society or the environment.
This month, WAN-IFRA’s Adspace24 won Best in Africa in Best in Show at the International News Media Association (INMA) Global Media Awards 2022, for City Press & ABSA Money Make Over.
All of these campaigns were purpose-driven, with content that uplifted either local communities or the reader themselves.