A lot has already been said about content, whether about affecting SERP results, or “turning prospects into customers“. Heck, Ogilvy’s content queen herself has already blogged on Asia Digital Map at how much Free WiFi aids in quick sharing for rich media content.
In this crazy and fast-paced “digital ecosystem”, the power of producing a diverse range of branded content is almost as important as maintaining a presence on more than just Facebook.
E-Marketer’s article above shows two things:
- The Good News: 54% of US respondents stated that “Liking” a Brand on Facebook increases their purchase intent of that brand
- The Bad News: 47% of US respondents stated that it didn’t make a difference at all
1. The Opportunity - like any other brand activity, brands have to think – what is a universal truth about our business? What would people want to hear/see from us? What is new/original/hasn’t been done before?2. The Enabler - how will the brand enable this content? Will the brand sponsor/fund the content, or will it help creative people do the amazing things they’re already doing?3. The Platforms – Where will the content be hosted? Owned/Earned/Paid channels? Will the brand simply curate content, or will it create it?