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This week in content marketing: content concerns

Colm Larkin

March 3, 2017

Time to examine what keeps marketers and their creative teams up at night. But don’t worry, there’s an antidote to all this anxiety in the end.

It’s the wrong content

According to eMarketer, a major theme of the content marketing sessions at this week’s Social Media Week conference is whether brands are spending money on the wrong content. A recent poll shows that infographics are among the most widely-used content type with video scoring high as well.

Some people are questioning the effectiveness of this type of brand-created content especially when compared with the power of user-generated material that can be seven times more effective. We think that both types have their place but the very best brand-created content will have more reach and power than an endorsement on Facebook.

Blank page blues

Despite all the analytics, audience segmentation and channels available to modern marketers, the central creative idea remains the most fundamental aspect of any marketing campaign. Peter Minnimum cites research that creative is the single most important factor in driving sales.

That means the burden on creative teams to fill that blank page with the best ideas is more onerous than ever. Yet we continue with a creative process that remains stuck in the past. Minnimum asks us to respect the tyranny of the blank page – we say do more to give your creatives a helping hand.

Photo finish

As a respite from wrong content worries and blank page blues, here is some inspirational art that will reinvigorate your senses and get those creative juices flowing.

The 10th annual Sony World Photography Awards is happening next month and the shortlist has just been announced. Check out this and 32 more stunning images and be inspired.

That was our week in content marketing. What caught your eye recently? Share your links in the comments below.