Content is Key - Part 1 of 2

Digital marketing. Consumer engagement. Content marketing strategy.  These terms are fast becoming viewed as Marketing as a whole and not just a subset.  Almost all major brands nowadays have a social media presence in order to attract, acquire and engage consumers.  But the key for brands is not only how many people "like" them on Facebook or "follow" them on Twitter, it is producing good content continuously.

Content marketing strategies can range from social media, to online (and offline) magazines to blogs, etc.  Editorial departments once reserved for magazines and newspapers are increasingly becoming in-house divisions.  Take Net-A-Porter for example.  One major component of its business is editorial which takes current product offerings and creates continuous content in the form of an online magazine identifying trends, most wanted pieces and interviews with trendsetters where people can then click and buy directly from the site.  This is an example of content marketing at its best (to remember attract, acquire and engage) and ultimately drives sales.

Photo credit: Net-A-Porter