Content-first marketing
Content-first marketing aligns series-based video storytelling, focused on specific audience behaviors, with the mission of a brand. Content-first marketing is not to be confused with product placement or the more modern native advertising.
Content-first marketing's primary goal is to engage with audiences around specific behaviors. These behaviors are then linked to specific businesses, products, services or brands "outside" the experience of the narrative. The key is that the content, the "programming" that the audience experiences and enjoys, does not directly or indirectly sell to them. The philosophy of content-first marketing is that audiences naturally gravitate to content that interests them. They form intellectual and emotional bonds with the content and seek it out. This interest is associated with specific behaviors that the audience either actively engages in or aspires to engage in.
The structure of content-first marketing requires that the content or story be "fresh water" or totally devoid of sales or marketing influence ("saltwater"). This doesn't mean that content-first marketing programs do not have brands, products or services in them - it simply means that they are used for their associative narrative function.
In contrast, native advertising is the practice of taking traditional advertising or marketing messages and clothing them in the style, form or format of the communication platform in which it is placed. Native advertising placed in magazines or newspapers will duplicate the typeface, font size, and layout parameters of the magazine so the reader assumes the advertising material is part of the editorial of the publication. Native advertising can sometimes weaken the integrity of the message.
Product placement inserts brands into the editorial of various entertainment forms (television shows, movies, photography, books, etc.). Product placement takes advantage of the relaxed mental state of consumers when they are experiencing entertainment. Well executed product placement leads audiences to believe that the inserted brand is a natural part of the story. It is hoped that the goodwill garnered by the entertainment will transfer to the brand causing the audience to inquire into or purchase the branded goods or services. Programming that employs product placement is seen by audiences as a form of extended advertising and can lead to brand rejection by the audience.
See also[edit]
- brand
- mass media
- marketing strategy
- narrative
- native advertising
- product placement
- storytelling
- strategy
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