Recent tragic events here in the United States (and around the world) have heightened awareness of the global reach of media, especially social media, and the consequences for businesses using it.
Small business advertising has historically been local, making it easy to craft messaging that is appropriate for the targeted audience. However, now any piece of digital content has the capability of reaching audiences far removed from those for which it is intended…
You may be wondering why, but this trend has been happening for years now. In the search for “content gold,” providers of marketing services have been “heading west,” as more brands continue their move toward creating owned media programs and establishing content marketing dominance.
The fight for content
The battle royale to establish or increase budgets for content development and distribution is being fought by both the usual suspects and the uninitiated in our industry, including:
Pure content marketing agencies, formerly known as custom publishers
Advertising agencies that have a new-found appreciation for branded storytelling outside of media placement
Traditional media companies that either have editorial teams or full content divisions dedicated to working on editorial and branded content projects
PR organizations that are starting to focus less on placement and more on owned channels
Direct marketing agencies that are moving from “offer-focused” to “engagement-focused” content
SEO companies that are shelving the SEO business in response to Google Panda and Penguin updates
Social media agencies that are realizing that it’s not the channel, but what goes into the channel that counts
Web content and user experience agencies that are moving away from solely technical website production, audits, and analysis to advise on multichannel content
Digital agencies that are pairing interactive services with consistent content production
Research organizations showcasing industry experts and thought leaders for strategic content and consulting assignments
These agencies and more are battling for content marketing dollars from brands… some with legitimate budgets and some with a pile of Monopoly money trying to figure out the secret to social media success…