Look out Australia here comes content marketing
News Corp’s eye-watering revelation in its annual report yesterday that its Australian Newspaper division’s revenue was down by $350 million contained a key insight regarding the impact of content marketing.
Amongst the explanations for the fall was this:
“Content owners are increasingly delivering their content directly to consumers over the internet, often without charge, and innovations in distribution have enabled consumers to view such internet delivered content on portable devices and televisions”.
Says it all really.
What News Corp is saying is that brands, government departments and agencies and not for profits all now have their own digital distribution capability to reach and influence their own audiences. Therefore, they are less reliant on “renting” space through paid advertising on the News Corp platforms.
It’s not a new trend but it’s startling to see it expressed in such big red numbers.
The challenge now for brands, government departments and agencies and not for profits is to produce and distribute content that is strategic, effective, sustainable and measurable.
But it can’t be about creating content for content sake. Content has to solve problems and add value.
If you’d like to discuss how you can incorporate content marketing into your communication plans, feel free to give us a call to discuss.
28 November, 2017