The Juice is excited to share another piece in our guest feature series with, "Navigating the Golden Age of Storytelling: The Enduring Power of Content Marketing" from Bynder. We will continue to share some of our favorite pieces of content from modern-day brands. Stay tuned! 🧃
In marketing, trends emerge and fade in the blink of an eye. However, one strategy has stood the test of time and continues to shape the way brands connect with their audience: content marketing. In the digital age, where information overload is the norm, compelling storytelling has become the cornerstone of successful marketing campaigns, and its significance has only recently amplified.
The State of Content report 2023 revealed some staggering statistics that clearly support this: 76% of tech marketing leaders planned to invest more in content marketing in 2023. This revelation underscores a pivotal shift in the industry, reflecting the growing understanding among businesses about the power of content.
In The Digital Advantage, a show for marketers who want to create engaging content experiences to differentiate their brand from the competition, Director of Lifecycle Marketing at Bynder Dónal O Mearáin discussed the importance of content investment for long-term growth with Bynder CMO Warren Daniels and Growth Leadership Expert Robin Daniels.
A World of Storytelling Opportunities
In an age of marketing messages, resonant content has become the currency of genuine engagement. Robin Daniels explains why it has so much potential: “Basically, we have three ways to reach customers. Either by paying for their attention through paid digital, based on word of mouth and community-based marketing, or through content. And of those three, the one that is most promising, has the lowest cost and the most potential, is by far content marketing.”
Today, a myriad of platforms are available to storytellers, ranging from social media and podcasts to blogs and videos. This diversity allows for creativity and caters to varied audience preferences.
Content marketing also proves to be cost-effective while delivering high-quality leads, making it an indispensable tool in a marketer's arsenal. And that is not all it does. Robin: “By far, it's the best way to differentiate yourself. Your buyers are not going to understand what you do by clicking on a Google ad. The love and the loyalty of the company come from them being bought into what you do at a deep, fundamental level. The long-term retention of your best customers comes through great content.”
Educational Content and Innovation
One of the key opportunities in content is the rising preference of consumers for educational content. Modern consumers seek more than just products or services; they crave knowledge and insights. Consequently, marketers need to diversify their content formats, exploring touchpoints like webinars, infographics, and interactive guides.
Innovation in content creation and distribution is no longer an option; it's a necessity. Warren Daniels: “There are so many resources out there for them to educate themselves, and you want to be front and center of them. So that at the point that they are ready to engage, they're engaging with you, rather than with the competition.”
By embracing cutting-edge technologies like augmented reality and immersive storytelling, brands can captivate their audience in ways previously deemed impossible.
Content Marketing in Economic Downturns
During economic downturns, the importance of content marketing becomes even more pronounced. While immediate results might not always be evident, the long-term brand-building aspects of storytelling are invaluable.
Brands that continue to tell their stories during challenging times not only maintain their presence but also lay the groundwork for a stronger rebound when the economy stabilizes. Robin Daniels: “An epic brand is not created in days or weeks. It requires consistency, focus, and time. And at the heart of that is storytelling and content, that's what people fall in love with. Every founder says that they want to create both a brand that people love and a path to growth. The two can coexist. But creating a brand that people love, happens in a much longer timeframe. And the way to do that is investing in the right stories that people can resonate with, in an emotional way that gives them something that they didn't know about before or didn't have before.”
In essence, brand storytelling during tough times – when striking the right chord – helps to invoke positive emotions that cement lasting brand loyalty.
Content Repurposing and Efficiency
A common dilemma faced by marketers is the challenge of balancing high-quality content with the need for quantity. 66% of marketers distribute content across more than 11 channels, and 20 to 30% even distribute to above 20 channels.
In general, the capacity to distribute these messages exceeds the capacity to create them. Warren Daniels: “Most organizations have a growing demand for the volume of content that they're producing. As a digital asset management vendor, we've seen exponential growth on our platform in the last 18 months.”
In an era where content demands seem insatiable, savvy marketers are turning to the strategy of content reuse and repurposing.
High-quality content, when repackaged intelligently, saves costs and improves return on investment (ROI). By strategically repurposing existing content, marketers can meet the growing demands without compromising on quality.
This efficiency in content management ensures that the message remains consistent across platforms, enhancing brand credibility and recognition. Warren confirms: “You can build a strong ROI around content reuse and repurposing. One of our customers estimated they save 4 million a year just by identifying content that could be reused and repurposed as opposed to creating new.”
Smart companies do not try and reinvent the wheel, but they update and augment existing content based on performance and market trends.
Faster and Better with the Right Digital Tools
In order to be the first and to take advantage of opportunities as they arise, there is a need for speed and agility. Additionally, internal alignment among teams, from marketing to sales and beyond, is crucial. Warren: “Creative teams are just not equipped to manage the growing demand. Small iterative changes to content are creating an unnecessary burden on creative teams, which is why many organizations are looking at how to automate and scale content production and democratize content production.”
The solution lies in a well-defined content strategy in combination with the right tech stack. With the right digital tools, like an advanced Digital Asset Management (DAM) system at the heart of content operations, content can be repurposed and scaled in a more efficient and productive way.
These discussions and the insights from the State of Content report underline a simple truth: content marketing is not just a strategy; it's the lifeline of modern businesses. As Warren Daniels says: “Especially in tech companies, the focus is heavily on demand generation. But content, both creative and editorial, and the ability to drive the quantity and quality of demand gen are intrinsically linked. Well-executed content will actually move the needle in terms of engagement, clicks, and conversions.”
Lastly, Robin Daniels offers some valuable advice for content marketers: “We're in the golden age of storytelling. Take advantage of it. Have the courage and conviction to do something epic. Be brave. This is your moment to stand out and create a brand and a company that people absolutely love, but it requires you to lean in and have the courage to do so.” Your brand's story is waiting to be told – make it unforgettable.