State of content creation and distribution

Atmosphere

In recent years, consumption of online content has become key consideration for businesses. Content and consumption has shifted away from publisher’s site onto social platforms and even rich search results. The pace of change is increasing and this is only the beginning!

Social Media used to display links in user's feed and drive traffic elsewhere but gradually social platforms simplified their UX. People are now accessing directly rich and active content (content users choose to watch) on social. Furthermore, with Facebook launching instant articles, Instagram and Twitter changing their algorithm the control over organic and paid reach has become more resource hungry, fantastic for the investors of these tech companies no doubt. This simple and logical change has a big impact on content marketing and advertising. Now, more than ever, the need to create exceptional content that is shareable and placed intelligently deserves investment attention. Even the final assets are changing shape, literally, with campaigns from global brands being delivered to fit vertical mobile screens (use of new layouts and file sizes etc.).

For brands, the game is slightly more complicated. Ads are less relevant (are you using an adblocker yet?), consumers are more educated... Advertising is not what it use to be.

Solution: Brand must understand what it means to create content to reach an audience in the right place and context in order to create relationships with them. The main problem is cutting through the noise and only good content with perfect distribution strategy will succeed.

Content led digital marketing strategies + smart distribution strategies = Success (or at least be in the game)

If content optimised for social is still not your priority; consider that a company like Buzzfeed has a dedicated team to create original content for social media. The website is no longer their only primary channel and this might convince you to consider your focus.  So what? Remember that we can no longer exploit or invade consumers shamelessly.
We have to estimate, pamper, surprise our audience. In the Digital world, the consumer is finally King (or Queen, or a bit of both)!

Louis

 

Featured Insights
Digital as code for culture change
We draw focus to the behaviour that embodies the concept of 'digital as code for culture change.'
Atmosphere Foundation Launch
An Italian Feast in Clerkenwell raising money for DrugFAM, supporting physical and emotional wellbeing for individuals as well as improving lives for troubled families.
Digital Strategy - 5 contemporary considerations
Digital strategy is one of those slightly odd things by me. A strange start indeed to a blog about the same, published by a business that helps clients with just that - digital strategy.
For a Post Digital Business Framework: pt.3 The Business Case for Purpose
A TIME TO CHANGE FOR GOOD Digital is everywhere: individual internet uses are globally democratised (1), and most of the  commentators now recognise  that “every business is a digital business” (2). We are coming to an age where digital is now “noticed only by its absence, not its presence” (3) a bit like plastic. Very […]
Reflections on July's Foundation Dinner
Three weeks on from The Atmosphere Foundation Dinner on 21st July I felt it was time to say a few words about the event and the reverberations which have followed. This initiative has always been something of immense personal importance, we kicked off in September 2015 with our first Foundation Dinner, which was wonderful. At […]

Subscribe for Occasional Updates

Imagining & Delivering Better

Helping you Adapt
Building your resilience and adaptability in the face of uncertainty
Creating Value for the Future
We co-create with you meaningful value for real people
Create
Accelerating into Better
Realising your future opportunity and solving tomorrows problems
Enable

We Are Here to Help You Move Forward 

Kick Start Workshops

Kick start the next step on your journey to be future ready. Our kick start workshops are 7-10 day long mini engagements centred around a high impact workshop, delivered face to face or virtually. 

We facilitate and co-create with you a practical and actionable response to your current needs to help prepare for what's next. And align around the steps you need to take to move forward.

Atmosphere Logo
© We Are Atmosphere Ltd. All rights reserved. Registered in England and Wales.
Privacy & Cookies
arrow-right