Shanghai, China, October, 22,2014 By Nabil Ibrahim, Neat Interactive.

Content Marketing is the creation and publication of original content in order to generate leads, enhance a brand’s visibility, and display its expertise. Content is usually published in the form of blog posts, case studies, videos and photos online.

Content Marketing is King when the right content is shown in the right context and on the right platform. For example, Buzzfeed is one of the fastest growing businesses on the planet in driving online visitors. In the month of November 2013 alone, Buzzfeed received 130 million unique visitors; a 350% increase from the previous year. How did they do it? Buzzfeed implemented Content Marketing by creating and publishing original and relevant content through online videos on a daily basis on their website.

New research from Nielsen shows that 18-34 year olds in the United States spend 35 minutes per day viewing online videos; a growth of 53% in digital video viewing from the year 2013. China is no different. Of the 450 million Chinese people online in China, 33.9% of their time is spent on watching videos online as opposed to playing online games and e-commerce according to a 2013 study by GO-Globe.com. Social media and digital marketing agencies and companies please pay attention to these numbers from China because China is an untapped market for Content Marketing.

Another example is the Coca-Cola Company which rebranded itself to a more content and data-driven company on their new website to increase credibility, influence, and action and by incorporating Coca-Cola to the audience’s lifestyle. From being ‘creatively bankrupt’ to being named Creative Marketer of the Year at Cannes in 2013, how did they do it? Content, content and more content. With 1,200 unique contents posted on their new website in their first year of rebranding, the Coca-Cola Company was able to obtain 1.1 million visitors each month to their website.

In 1996 Bill Gates claimed that content is king and in a 2012 survey of Chinese companies 90% claimed that content is critical. In 2013, Coca-Cola rebranded itself to be the beacon of happiness and optimism. Now Buzzfeed is leading the way in Content Marketing.

Good content creates engagement with visitors and strengthens brand identity. Content marketing albeit through different mediums; blog posts, case studies, videos and photos, is and will always be King.

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https://www.topinteractiveagencies.com/digital/agency/asia/neat-interactive

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