Trend 09
The brand as a medium
The brand as a medium
Content created by brands
A new trend among brands
It seems we are starting to enter the mature stage of content marketing, which some call branded content.
After the first dazzling years, most brands are now committed to this new marketing discipline and position themselves as content creators. With an approach that also takes into account both the benefits and the shortcomings of content marketing, they are learning to integrate it into their strategy, to give it the importance it deserves (and no more) and they also have the expertise to launch campaigns that really work. Just look at some of the cases of the year.
Cases
01 / 05Zorraquino spotlights
- 01
The time has come when brands cannot be in the market without being active in content marketing.
- 02
Content marketing that does not necessarily require large investments, but does require the ability to tell stories about the brand, turned into information rather than advertising and available for customers to consult.
- 03
For brands, committing to content marketing means not only being able to create content but, above all, changing the approach to communication: thinking less about what I want to communicate and more about what my customer needs.
More on the trend
References
Pages 117–134 of the report
