Once upon a time, brands solved their communication needs with two kinds of partners: an advertising agency and a PR agency.
The advertising agency ran campaigns and produced ads. The brand was an advertiser. This was their paid media strategy.
The PR agency provided media relations and managed the brand’s relationship with opinion-makers. The brand sought space and visibility in traditional media outlets. This was their earned media strategy.
This was the world of marketing as we knew it.
Then one day, at the end of the past decade, social media emerged.
Brands came into play – it was impossible to ignore.
Social media quickly took on a central role in the way people consume information, share ideas, make product choices and relate to brands.
The brands saw that, to win in this game, it was not enough to open a Twitter account or a Facebook page; a bit later, it was not enough to have an Instagram profile or a presence on LinkedIn.
It was necessary to talk. And in order to talk to people it was necessary to produce content. Good content. Great content. Excellent content.
Brands didn’t know how to do that. Marketing departments prepared and approved big campaigns, but not infographics and mini-docs. Advertising agencies knew how to create great ads, but not articles and podcasts.
It also was necessary to learn to listen.
Communication departments knew how to prepare their executives for interviews with influential magazines and newspapers, but they had not been trained to respond to consumer criticism and praise in real time.
PR agencies knew how to produce press releases, but were not ready to interact directly (and sometimes live) with lovers and haters, with followers and trolls.
Brands, for the first time in the history of marketing, realized that the microphone was no longer in their hands. Companies were no longer at the center of their own communication process.
It was no longer about what brands wanted to say, but what people wanted to hear.
Branding was no longer owned by the company, based on what it said about itself. Now it was driven by people who had experiences with the company, good and bad, based on the opinion they disseminated to their own social circles.
That was the moment, about 10 years ago, when brands realized that they needed to become publishers. They needed to learn how to produce content. Curate content. Distribute content.
Brands began to realize the immense power of a good, well-told story.
Brands had to become their own media outlets. They had to define editorial persona and tone of voice. They needed to develop an editorial strategy. They needed to learn to transform their communication needs into useful and relevant stories, capable of captivating, engaging and inspiring people.
It was no longer possible to be just an advertiser. It wasn’t enough to count only on press appearances (and much less so as traditional media itself started to lose strength).
That was how the content marketing industry emerged – from the need for brands to produce and distribute great, always-on content, supplying their own channels with great brand narratives in an owned media strategy.
Advertising and PR remain essential tools. Big brands now have all the power of the Holy Trinity of marketing: paid media + earned media + owned media.
Advertising, with its intensity, generates awareness. PR, with its high-level approach, generates influence. Content marketing, with its reach, offers engagement and long-term relationship-building.
This is the story of how brands became storytellers… and how they adopted a third partner in that trinity: an expert in identifying, producing and distributing great brand narratives.
A partner that helps the brand to develop and expand its ability to generate its own content, to populate its own channels with great brand conversations, generating its own audience.
That’s what we do at Draft Inc.
That’s our reason why.
And this is the partner that we want to be for you.
How do you market your brand effectively?
Being consistent in branding creates brand recognition.
You need to make your content more appealing to prospective clients.
The proper use of social media will promote your brand, enhance brand visibility, boost brand loyalty, and also grow your sales among other things.
By providing them with high-quality content that solves their problems, you will be able to effectively win their hearts.
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