This post was originally published at wunderman-emea.com
What does it take to succeed with content marketing? A whole lot more than producing ‘great’ content, that’s for sure.
In order to engage, content needs to inspire, serve, appeal, seduce, have a great narrative and rise above the noise. It only can do so if it starts with a deep understanding of what lives in the minds of audiences on the most individual and emotional level possible.
It’s something that publishers have known forever – as have the best advertisers, agencies and marketers. Still, gauging how content appeals and resonates isn’t the only indicator of what entices audiences and drives them to (inter)act.
Author : J-P De Clerck