New Ideas in Marketing
Essential news for marketers, summarised by YouGov

Content can be used to repeat key point consistently.

This piece highlights how companies can manage and analyse their existing content better. Brands must have a content plan prepared in advance to support coverage of important events that experience high demand, says Hannah Trivette of Web Solutions.

Brands must create multi-use content that can be distributed through various channels such as, a YouTube video where the audio can be used for a podcast or in small segments for social posts and stories. This approach lets brands analyse the content’s performance across various platforms, as per Bernard May of National Positions.

Natacha Gaymer-Jones of Swoon Media said that brands must create two to three content pillars that can act as an anchor for more content. Through the pillars, brands could develop a thematic description and topics based on the “core” message.

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[6 minute read]

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