Content-me(a)nt for a brand

There was a time when brands took to advertising themselves via an ad agency. They had fixed slots on television, ads went to newspapers and hoardings would be setup. But as time progressed advertising took a really competitive mode and world kept getting smaller. With the advent of social and digital media the war has taken all together a new form. 

Earlier it was easier to bring a brand into light with using a creative approach and designing a campaign that was witty and could be used on mainstream media. The ads would play across television channels and be printed on newspaper or hung on hoardings. The reason to repeat these is to tell you that wherever it went, it had its audience on that medium. 

Now most of the audience is across the digital channels and social networking sites. The problem reaching them here is that they are no more an easy audience falling prey to every advertisement or promotional scheme. The direct mailers are scrapped in their spam box, the ads on youtube are blocked and Facebook privacy settings modify the content shown according to the user’s preference. So the question is what clicks?

And we mean it quite literally. What do people click when they are online searching or researching. The data suggests they click on what interests them and these days the main thing comes down to content. Solid, interesting, factual or just humorous. Anything that interests them. It does not mean that the days of television ads are over but rather means that people have restricted their choices when the internet is flooded with them. This choosiness has brought the weight down upon the advertisers to produce quality content relevant to the choices of their target audiences.

Any brand marketing agency that wishes to establish a stronghold upon its audience and lean their choices towards their product needs enticing copy which attracts the attention and leads him to believe that this product solves his problem or is a trait that he must acquire to achieve a sense of complacence. 

This is the era of quality content and thus give it out to all those copywriters and content writers who sit down with their laptops surfing the world of possibilities to find just the right set of words from millions of options out there. You never know what words will come true to your brand.

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