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Rachel Levy SVP Digital Account & Strategy Edelman

Impact at the Crossroads of Content

We don’t often pause to acknowledge it, but there’s no denying that we are in the midst of a digital revolution. As marketers we often feel like it’s our job to keep up with the latest and greatest (and often unreleased) innovation, but really this revolution requires a shift in mindset.

A new digital platform adoption happens every 15 seconds. The average person has seven digital platform accounts. By 2025, the world will be home to 75 billion internet-ready devices. This revolution is normalizing and has become inherent to our culture. It’s how our children learn, it’s how we shop and it’s how the president communicates with a global economy. Each day, there is enough content created for half of the world to view something bespoke.

Brand marketers used to approach channel planning by differentiating a TV viewer from a magazine reader from a website visitor. This model is broken. Consumers expect us to act in a native way no matter where they are and, as marketers, we’re the catalysts for shifting what were once differences into universal consumer expectations.

Branded content must fulfill a need or add value – it can’t just be relevant, it must hyper-relevant and contextualized. The storytelling arc is no longer linear, and there isn’t time for a beginning, middle and end. It is critical that content adhere to platform-specific best practices to ensure we are seen. These three expectations must work fluently together to drive the creative output.

Living core values and expressing a consistent voice, tone and visual identity are the bedrocks of iconic brands and can help build consumer trust. To protect your brand and preserve your integrity with consumers, ensure that these distinctive assets come through even when you’re experimenting in an over-saturated digital marketplace.

Note: click here to go to the Edelman blog to find out what inputs are needed for branded, performance-driven content