The above video interview is from the Effie Awards judging event in NYC.
Teal Newland, VP, Group Director of Brand Content at Digitas’ 3rd Act, observes that content marketing is a developing methodology with a growing choice of channels and ways for consumers to discover, categorize and share content. It can be most successful when it both resonates with consumers and is delivered through channels in which they are currently engaged.
Brands may turn to content partners to help them evolve their core messages. Newland cites Delta Airlines partnering with TED to develop conversations about improving travel as part of its Keep Climbing campaign. Content from TED on Delta’s Facebook page offers a way to get consumers into a different mode of thinking and generate suggestions. The collaboration takes the conversations beyond legroom and beverage choices with topics such as human spatial alignment, reaction to colors and how cities are constructed.
Newland discusses the need for brands to invest at the top of the funnel and not just at the attributable click. Ads and content are not mutually exclusive, with content offering a means to amplify ad messages. However, it’s hard for many brands to invest in content and storytelling, as opposed to limiting themselves to activities with a direct drive to sales.