The content marketing grows worldwide expanding access to information and promoting engagement
The oldest printed newspaper in Latin America is over: Jornal do Commercio, from Rio de Janeiro, published its last issue on 29 April 2016. On the same day, news about downsizing and layoffs at Folha de São Paulo, one of the most traditional and qualified media in Brazil. Other qualified media reducing the size of their journalists team, rationalizing to endure the lean period, and who knows how long it will last. TVs, portals and news sites have repeated the main headlines, variations on a theme, for weeks. And many fall into banal and shallow content. Social networks, in turn, are unreliable source, you never know the source, if we can believe what is circulating.
With this scenario, where the public is reading news and information, getting deeper into topics of interest? Smartphones and tablets? Here comes another recent article published by the business newspaper Valor Econômico about the reducing sales growth of smartphones and difficult prospects for the industry. Users tend to trade with more advanced equipment and these are not the most suitable for the delivery of news content. It seems that digital environments will also be affected as news delivery channels. This is more like an obituary section…
Signs seem to end the print media and restrictions on digital. Or maybe not. I met Judy Glasman, dean of the School of Creative Arts, University of Hertfordshire London, world reference in teaching creative arts, during the presentation of the EBAC – British School of Creative Arts in São Paulo at the end of April. She impresses with warmth and vitality. We talked briefly about communication and media trends such as how digital strategies are impacting the market. Ready, hands me the university newspaper #Hertsheadlines in tabloid format, well diagrammed, color, very good, 56 pages of content on the activities of the university.
Instant questioning: a printed newspaper in a converging setting for digital and difficulties for the print media? Judy explains the newspaper is done by the students, with their accomplishments and achievements. Each new print edition is much awaited by students, teachers, and market professionals.
The evolution is in the content profile, its relevance and depth directed to specific audiences. It explains that we live in cycles and that are recurring: the printed newspaper can be refreshed and have the preference of students and several other public who read. Other industries considered dead as vinyl records are conquering share from the CDs and DVDs market and sold at higher price (who would have thought that 10 years ago), gaining scale worldwide.
Cycles. Proven the effective for the university newspaper printed medium, supplemented by digital, example that can be applied to many other communication needs of companies around the world.
The content marketing strategies are behind much of what happens today in the communication market. New ways to capture, record and share content. Many companies have already adopted the practice and experience direct relationships with the market. Even tough most have a lot to learn in this regard.
GE is a good example. Publishes GE Reports, online magazine bringing several cases of domestic products and services and general interest – it goes beyond self-promotion. It is a great reference and is very successful. Nike also keeps all digital content structure that promotes engagement with the public, promoting sports and healthy living. Both work the concept of engagement and branding.
The companies produce products, services and knowledge that need to reach the public outside their walls. Solutions for companies are the most diverse in terms of reconciling the media content and the intended audience.
There is room to delve into topics of specific interest using all media alternatives: the electronic and digital content will always come out in front with hot news and fresh information in e-book format, e-newsletters, posts on social and microblogging networks, generating engagement and good metrics; printed on business communication, continue to record the facts without the need for internet connection, with visual effects, cognitive and sensory through themselves.
The whole market will have to adjust to new demands and interests to capture and transmit information. Companies and communications professionals must understand the balance of the communication components, how and by which means the reader will receive and process the information. The market is more dynamic than ever.