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 KAPITEL 06 / CONTENT & MARKETING

CONTENT &

MARKETING

PHOTOGRAPHER // RAFAL MILACH, POLAND

THE CONSUMER AS CONTENT CREATOR

In Poland, many people consider content marketing to be just an- other buzzword on the media market (along with programmatic, attribution and omnichannel). Others claim that it is just a name for a set of tools that has been used for a long time. And indeed, press releases, sponsored articles or cooperation deals with blog- gers are nothing new. However, the truth is that we have seen in- creasing popularity of these tools among the marketers these days.

Recent Google algorithm updates have made an impact too. Quality Update is a good ex- ample of such change. It rewards sites that provide – in the algorithm’s opinion – quality content to users.

Since we have started seeing an increase of video reach (YouTube in Poland reaches more viewers aged 25 to 34 than TV does) and the increasing importance of mobile devices, more and more advertisers want to generate content that addresses these trends. This is also reflected by the creative strategy and me- dia briefings received by agencies.

Nevertheless, those who consider content marketing to be just about creating a piece of text, image or video, need to take a closer look. Content marketing should be all about the capacity to utilise the content generated by users. A person with a smartphone is a producer, director and influencer. Consumers and content creators are equal. The key ques- tion is how to encourage them to be ambas- sadors of your brand? The agencies and mar- keters who can answer this question are the ones who will win.