Most marketeers agree that the key to future consumer engagement is content marketing. However, Brands face great challenges to succeed in a content marketing strategy that delivers business results.
Most brands relay today mostly on a reduced number of people (internal and agencies) to create content for their broadcast channels (brand websites, campaign microsites, social networks, paid channels). The amount of content this small team can produce is not enough for the needs of the new digital era, it is too expensive and often is not seen as authentic enough by consumers, that sense there is not a real person passionate about the topic behind the content.
This is clear paradox, since current technology allows consumers to create content related to brands, or brand territories, in exponentially growing amounts. Why not leveraging this huge creative potential?
Thought leader brands have already realized USER GENERATED CONTENT (UGC) is a necessary part of the solution to the above problem, but have not cracked yet the way to implement it, beyond some campaigns via social networks. This leads to a great problem: brand interaction and engagement remains in social networks, from which a successful CRM strategy is very difficult to pull off.