{"id":112524,"date":"2014-06-04T15:54:00","date_gmt":"2014-06-04T20:54:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/content-need\/"},"modified":"2024-12-21T05:53:31","modified_gmt":"2024-12-21T10:53:31","slug":"content-need","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/creative\/content-need\/","title":{"rendered":"Content \u2013 What is it & Why you need it"},"content":{"rendered":"

So much has been said about the need for content<\/a> in the past year as SEO practices<\/a> of old have felled more high profile brands, and doubtlessly others we do not know about. In this hype it is often hard to remember that content (and, by extension, content marketing) is not new; we have always needed to engage our audiences and ourselves.<\/p>\n

Let\u2019s go back a bit. We all know that cheap content farms and directories owned by huge \u2018media\u2019 specialists rented links out to generate good search engine visibility and this sordid short sighted tactic is now pretty much dead in the water. Algorithm changes by Google made sure that the secret to gaining great visibility was more closely related to why and how people engaged with a brands unique content.<\/p>\n

Why do we need content?<\/h2>\n

If you think content is a \u2018one-size-fits-all\u2019 affair there\u2019s a good chance that you are not looking at it in quite the right way.\u00a0 Here is a handy reminder (or a starter) of why you need content and what sort of content is needed to reach specific audience personas. It won\u2019t tell you what to create \u2013 that\u2019s as individual to your brand as it can be \u2013 but it will give you the basics of what it means to produce content in today\u2019s world.<\/p>\n

Throughout the next few weeks we will be running a miniseries on the power of content and how you can leverage it, so remember to check back soon for more. In the mean time, here\u2019s a few examples to whet your appetite:<\/p>\n

Awareness<\/h2>\n

We need to be aware of what content a brand has to offer. Look upon your audience as a spectrum of opportunities with a range of personality types that would all benefit from having a conversation with you.<\/p>\n

At one end of the spectrum we have Rational Content, at the other we have Emotional Content. Educational content appeals to the rational toward decision making, whilst entertaining content plays toward the emotional elements of decision making. Both are important elements of the stimulus that drives us to make decisions toward conversions or purchases; some of your audience doesn\u2019t know what the solution is, others need convincing that a specific brand will provide the solution for them.<\/p>\n

Educational content can be presented well on a variety of platforms, but some of the most targeted content sits on blogs, press releases, trend reports, e books, white papers, product videos, guides, and webinars.<\/p>\n

Entertaining content can be considered as irrational advertising and can be covered by brand advertising, sponsorships, events, conferences, games, viral distribution and competitions. Both Educational content and Entertaining content can be an effective way of creating awareness of a service or product that a brand can supply, however understanding when to use each approach is a common oversight that is missed by a lack of ability to use the analytical research tools that are available to advertisers.<\/p>\n

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