Welcome to Content24. Why is it different? Because it’s a digest of the stories that have made an impact over the past 24 hours, and not just a platform for recycled content marketing. Today we’re looking at Intel, GE and Advertising Man’s take on content marketing
Intel content marketing strategy
This is about Intel and its plan to “sequence” its content marketing, which effectively means telling the story in steps rather than all at once.
It is difficult to make a call on this piece. On the one hand, it is stating the obvious (it is written by a direct marketing journal, after all). On the other, it is great that Intel is getting behind its content marketing effort and, like many tech companies, believes in it.
To back this up there is this refreshing quote from Intel global content and media strategist Luke Kintigh. “We have to start to embrace being a publisher and acting like a publisher,” he says.
“When you do that‚ you really understand the importance of the audience element of it. It’s not about producing 20 posts a month; it’s not about how much content you create or even how great it is. It’s really all about [the way] you pull the audience into the content, that audience-first mindset, and acting like a true journalist or good writer.”
We couldn’t agree more.
Dave Trott and content marketing
Recently, a man called Dave Trott took part in a sponsored roundtable discussion for Campaign titled The Future of Content. He wrote this comment piece to further illustrate his thoughts.
First things first, in case you didn’t know Dave Trott is responsible for some of the most memorable advertising campaigns of the Eighties, including Toshiba’s ‘Hello Tosh Gotta Toshiba’ and the Holsten ads using clips from old films and featuring Griff Rhys Jones.
If you can get past the choppy writing style, the question he asks is what is content? The answer is both typical and interesting. Essentially, his point is that content is all the same. What is different is the delivery system.
“The content is now just something to fill up the space; the delivery systems are what’s important, not the content,” he says.
Is this true? Not really. Sure, the delivery system is important. But not only does the content need to fit that system but, without wishing to state the obvious, it is what people will consume.
GE makes an important breakthrough
We have written about GE’s plans to bring out a show with the National Geographic channel. Now, there is a little more information available.
Breakthrough will be an hour-long programme using respected directors and voiceover actors such as Ron Howard, Peter Berg, Brian Grazer, Jason Bateman and Paul Giamatti. It will also include a certain amount of GE branding and GE properties.
The question of branding in content marketing is a difficult one for some.
However, research has consistently shown that people don’t mind as long as they are being entertained.
Speaking about this, GE vice chairman Beth Comstock said: “We’ve gotten carried away on this kind of ‘the brand can’t show up or somehow they’ve tainted the product’. And as marketers, we’ve done it to ourselves.”