Blurred lines in an era where content strategy reigns supreme

The real game-changer is that content marketing can no longer be separated into distinct entities that live and breathe in different spaces. Forget the days when a content writer in a PR/Comms company just dealt with blog writing, while another team focused on paid and earned media. These days, everyone has to become far more strategic in their content marketing efforts; a team has to work together in unison to complement each other through every step of a campaign.

In this light, it’s hardly surprising that Content Strategists are becoming so popular in the industry: they analyse the tone of a brand’s current content and determine if it needs to change, they undertake content analysis to evaluate content effectiveness, and they come up with a full strategic plan. They also know just how to deal with content distribution and optimisation. And then they’ll bring the content team together – content writers, social media experts and so forth – to achieve the objectives that should increase ROI and sales for any given brand.

Beyond the written word – the importance of video content

As highlighted in a recent blog by Action Digital, according to Cisco System’s recent Complete Visual Networking Index (VNI) Forecast, 82% of all IP traffic will be video by the year 2021. With 4x as many consumers preferring to watch a video about a product than to read about it, video is seemingly the easiest content for consumers to engage with in their fast paced lives. And did you know that Google (who also owns YouTube) loves ranking relevant videos higher than articles online?