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CONTENTTALKS 

A FIFTH STORY BLOG

LATEST TRENDS IN BRANDED CONTENT CREATION, PROMOTION & MEASUREMENT

You don't have to look further than your Facebook or Instagram feed to see the vast array of hip, on-trend home furnishing and decor options available. Whether you are actually making your purchase online or using social and digital media to do your research, selection and validation, the home retail sector has been disrupted by savvy online retail marketers.

As content marketers, it is important that anything produced on behalf of a brand resonates with their consumer. In order to achieve this goal, content must be designed in a user-friendly and accessible manner. Colour choice, text size, texture and sound can all impact how a consumer engages with your product.

Fifth Story hosted an exclusive client event discussing the hot topic of content marketing. Although content marketing is an over-used buzzword, the event hit home the reality that the strategy has become the mainstay of marketing. As Seth Godin wisely said way back in 2008, "Content marketing is the only marketing left."

Content marketing is all about storytelling, from concept, to execution, to measurement. Before committing to having a content marketing strategy, you need to ask yourself, what is your story?

The use of influencers in marketing and advertising continues to be a popular tactic to boost brand awareness, extend messaging and drive purchases.

How important is it for influencers to share that they are being compensated (financially, or with product) with their followers and audience?

Influencer marketing is a growing component of many brands’ content marketing strategy. Social media and blogging have granted us access to an influx of people wielding real influence over their followers’ opinions — and ultimately buying habits — across industries including tech, fashion, parenting, food and beyond.

Millennials have been characterized as the technologically obsessed, narcissistic and socially influenced generation. They’ve been pitted against baby boomers in terms of housing, spending habits and brand loyalty. As marketers, it’s time to stop simplifying this market by age alone — we are doing ourselves a disservice.

This year’s opening keynote at B-CON EXPO was mind blowing. The speaker was David Beebe, who up until recently was the VP of Global Creative and Content Marketing at Marriott International. As you may be aware, Marriott has been one of the leading global companies in branded content over the past few years. Their resources and commitment to support content marketing is an enviable one, and the company serves as a great case study that emulates what we are doing here on a smaller scale at Fifth Story.

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