How to use content to grip your audience like a broadcaster

Kath Hipwell and Michael Reeves

Journal of Brand Strategy, 2013, vol. 2, issue 1, 63-75

Abstract: Everybody in marketing is talking about content. However, not that many people are making it, and even fewer are doing it well. Why? This paper argues that it is because content is a completely different game and as yet, many marketers are unsure of the tactics. Marketers want to play but do not know how to. Many can see that content is increasingly essential. It allows brands to be ‘always on’ and ready for an on-demand audience, be that through social media platforms like Facebook and Twitter, apps for smartphones, or their own ever-richer websites. It can help to attract and engage an audience in ways that interruptive communication just cannot. But if a company is going to be always on, what content should it be on with? What is going to populate these channels? When and for how long? These are challenges dealt with annually and daily by media brands and broadcasters. This paper looks deep into the world of broadcast to identify lessons that non-broadcast brands can use to create gripping content of their own.

Keywords: content marketing; broadcasters; Red Bee; Bacardi; Waitrose (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2013
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