SINGAPORE, Mar 28, 2013 - (ACN Newswire) - Modern consumers are increasingly overwhelmed with straightforward advertising. Brought up with a steady diet of branding hype and marketing fluff, consumers have learned to flip through advertisements and browse the Internet without a care for banners and pop-ups. To them, conventional marketing is but a series of interruptions with little value. Content marketing may help marketers to recapture that coveted share of mind.
"Marketers have to change their mindset from advertisers to content producers," said Nico Abbruzzese, Head of Digital, Asia Pacific, Maxus Global. "It's no longer enough to slap your message across channels and shout hard. You have to build a bidirectional conversation with engaging content, not I-speak-you-listen."
Success in this market landscape requires selling by informing. Content marketing is a good way to open up a dialog with customers without engaging in hard selling. Instead of turning customers off with relentless intrusion of promotional messages, content marketers deliver exciting and valuable information that makes potential buyers stop... read... think... interact and make smarter purchasing decisions.
However, coming up with effective content on a sustainable scale is no easy feat. Marketers who blindly spread content thinly over media channels without a clear strategy and proper implementation know-how can end up investing dollars without a good return.
"Content strategy is not a band aid. It requires strategic planning from scratch - starting with defining and understanding personas as well as mapping content with stage of sales cycles and medium/channels. Before jumping into the content marketing bandwagon, a savvy marketer needs to do serious homework and planning," said Anol Bhattacharya, CEO and Director, GetIT Comms.
To generate impact, content needs to be well-integrated into the overall marketing system. For example, it is critical for B2C brands to find a good balance in embedding call-to-action messages into branded entertainment, while B2B marketers can build a database of potential customers through business content subscription.
"When we're talking about content, firstly there are the typical pieces such as white papers, videos, blogs and industry studies. But there's another aspect to it, which is to apply strong content through social media to engage decision-makers," said Leslie Beckman, Senior Manager, Asia Pacific Channel and Marketing Services, Avaya.
"This creates two distinct challenges for brand owners. The first is to keep up with consumers' choice of platform; stay relevant by keeping track of their media consumption trends by developing mobile and tablet optimized content, for example. The second, and the more challenging, is to create content that competes and cuts through the clutter," said Joseph Webb, Head of Digital, TNS Greater China.
To address the above challenges, Pacific Conferences has organised a 2-day conference on Content Marketing, to be held in Singapore from 27 - 28 May 2013 and Hong Kong from 30 - 31 May 2013.
Thought leaders and marketing experts from around the region will be sharing proven strategies and case studies on how Standard Chartered, Microsoft, General Electric, Lenovo, Avaya, SingTel, Harbour City, Unilever, BlackBerry, Hewlett-Packard, Cisco, Hitachi Global Storage Technologies, Shell, MasterCard, Korean Air, Intel, Hell's Pizza, and Singapore Sports Council develop quality, relevant content for higher engagement and sustainability across all platforms.
Event Details
Title: Content Marketing
Date & Venue: 27 - 28 May 2013, Sheraton Towers, Singapore
30 - 31 May 2013, Regal Hongkong Hotel, Hong Kong
Organiser: Pacific Conferences
Full programme can also be found at: http://conferences.com.sg/s1417-cm1-18a-b.pdf
Contact:
Mr Hans Stevanus Maryo
Tel: +65-6592-7352
Email: hans@conferences.com.sg
Topic: Trade Show or Conference
Source: Pacific Conferences
Sectors: Trade Shows
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