Content marketing is nothing short of new. Rooted in advertising and the arrival of salesmanship in the business world, top tier brands and agencies have long since been working together. Their task:Capture the heart and mind of their audience.
Using everything from magnetic mascots to celebrity brand ambassadors to pin ups and posterboys — thousands of striking characters have been used as a marketing tool to connect with their audience.
The problem lies in that an advertisement is only as good as the time it is viewed. It’s worth is next determined by shareability. Word-of-mouth has traditionally been the most effective way of passing on a message. It brings the added bonus of merit based on social proof — we are more likely to take the advice of a friend or family member.
When you flip through the pages of a magazine, they are filled with paid-advertisements from a number of brands. Some ads are better than others, but you understand how thumbing through a magazine works. Ultimately, you more than likely aren’t going to cut out that ad and share it with a friend. Television ads work within the same constraints.