Page 11 - SM Aug-Sep-2014

Content marketing: Overview The family of fve were in their car Rising in the early morning – heading out bRand into the day – when the unspeakable happened. A motorist jumped a red blog above the light and slammed into their car with devastating effect. Tristan and Stephanie Dewet-rabie’s son Trent (5) was fung from the car. clutter of The couple’s other son, Daniel, suffered The humble company newsletter – severe injury, was rushed to hospital introduced long taRget and had to be placed into an induced before ‘branded brand- Daniel was brain damaged and that his buzzword – pRoduCts coma. “The worst part was not knowing. content’ became an industry When the doctor eventually told us that sales cost-effective online lungs had collapsed, we were scared remains a proven, CustomeRs Website beyond words. The doctor prepared way to build brand awareness, buyeRs driven may recover partially, or maybe make position a frm us for the worst and said that Daniel as a thought leader and no recovery at all,” Tristan tells the content Discovery health marketing team, which communicate regularly with has chronicled the family’s story as part clients and others Company of the brand’s narrative series, called ‘Medical Miracles’. As a component of the health brand’s Content is everyone’s tactic The growth of the Internet and the content content marketing arsenal, the ‘Medical If advertising is the placement of paid Content tsunami of social media has created a food Miracles’ series is aimed at enabling commercials in the media, content marketing is now marketing is the generation of content its medical aid scheme members to of material that is challenging the visibility share their good-news stories with the with the aim of engaging a defned the tactic of the and success of brand-driven content world and each other. This content audience in order to get this target ‘everybrand’ initiatives. Mandy de Waal investigates the marketing effort – which captured market to interact with a brand. Once the story of Daniel Dewet-rabie’s the preserve of pioneering and bold realms of branded marketing. remarkable recovery – also features companies, today content marketing is The Medical Miracles brand stories from doctors and health the tactic of the ‘everybrand’. website articles, mobile content, online narrative series enables Discovery professionals across South Africa. The United Kingdom’s Content presentations, blogs and case studies. Health clients to share their stories established as a small, specialist Marketing Institute (CMI) and the “When one talks about content n The eArly DAyS Of The InTerneT health insurer some two decades ago, Direct Marketing Association UK marketing, it is important to understand – when few marketers were engaged Discovery is now a multifaceted fnancial (DMA) recently conducted a study of that we’re talking about the creation Iwith the medium – it was easier to services company that has around six content marketing in Britain and found of something that is substantial and create content and get noticed. now million clients across four continents. that 94% of marketers in the UK had desirable. We’re talking about creating things have changed and content, Content marketing plays an important adopted content marketing strategies. collateral that the consumer really whether online or offine, needs to be role in building the organisation’s A similar study done by the CMI in wants,” says Dave Duarte, an executive more credible, interesting and add more brand. “We take an integrated approach the US showed that content marketing educator who lectures at the University value than ever before in order to rise to marketing, and because we’re not usage among business-to-consumer of Cape Town’s Graduate School of above the clutter. big on advertising, content marketing (B2C) marketers was set at around Business. Duarte was recently elected Discovery, now South Africa’s most and media relationships are incredibly 90% for 2014, up from 86% on the a ‘young Global leader’ at the World prominent health services group, offers important to us,” says rene Vosloo, previous year. The survey also asked economic forum and is a director of the a case in point. Wednesday, 2 October head of corporate marketing and pr. US marketers to rate their top 10 Ogilvy Digital Marketing Academy. 2013 started out like most days did for “We want to create content marketing most effective content marketing “When one thinks about content the Dewet-rabie family, who had a set PHOTOS: SUpplIeD that’s special and touches people’s tactics, which were listed (in order of marketing it’s natural to think about routine to retain calm and bring order to lives in a unique way,” she says, quoting effcacy) as in-person events, electronic people writing loads of articles about their busy lives. Discovery founder Adrian Gore. newsletters, videos, social media, brands in the hope of luring readers, >> 8 strategicmarketing August–September 2014 August–September strategicmarketing 9