Content marketing: tell no lies
A content marketing strategy can succeed only if it is original, sincere and believable. Simply copying the recipes of benchmark case studies won’t convince consumers
Agencies and marketing teams in search of a high-impact, branded content marketing strategy would do well to reread the 1883 classic Pinocchio, says leading strategist Marthinus van Loggerenberg of FCB Cape Town. Like Carlo Collodi’s iconic boy puppet, Van Loggerenberg says, brands need to "prove themselves to be brave, truthful and unselfish". For the uninitiated, content marketing involves the "creation and sharing of online material [such as videos and social media posts] that does not explicitly promote a brand but is intended to stimulate interest in its products or services". In an increasingly competitive space where brands are, according to the marketing director of a leading fast-moving consumer goods company, "falling over themselves to tell stories and in many cases failing", Van Loggerenberg says: "The innate ability to create skilful stories that influence power around a brand’s value set and purpose leads to connection and resonance and engenders brand love." The criti...
Would you like to comment on this article?
Sign up (it's quick and free) or sign in now.
Please read our Comment Policy before commenting.
Subscribe now to unlock this article.
Support BusinessLIVE’s award-winning journalism for R129 per month (digital access only).
There’s never been a more important time to support independent journalism in SA. Our subscription packages now offer an ad-free experience for readers.
Cancel anytime.
Questions? Email helpdesk@businesslive.co.za or call 0860 52 52 00. Got a subscription voucher? Redeem it now.