Gearing Up For A ‘Combustible’ Content Ecosystem

 

Content

As the attention economy gets tougher, content marketing may be one of the best weapons in a marketer’s arsenal but it also is one the biggest challenges they face. The marketer needs to not only be associated with or create compelling content but also has to ensure that the content stands out in the clutter seen today, and engages consumers in a relevant fashion.

Abdo Chlala, Samsung
Abdo Chlala, Samsung

For Abdo Chlala, Regional Head of Mobile Division, Samsung, one half of the problem is producing memorable content, which he defines as “combustible”. “With social media platforms, audiences consume content very rapidly. Because it’s combustible, users digest information quickly and hence it becomes imperative for us to keep out content out there, and on top of their minds. At the same time, as a brand, it’s necessary to structure and deliver the needed amount of content without discounting the context and relevance.”

Mr Chlala, who was speaking at VivaKi’s event ‘Hollywood Meets Silicon Valley: A Marketer’s Lens’ in Dubai touched on some critical points that marketers must bear in mind for creating the right content. Another challenge is enabling a support system that can aptly deliver this content.

“While you have to see how much content you want to generate, you have to also take into account whether your support system can deliver that content. That’s a big question,” added Mr Chlala.

Nick McElwee, Yas Marina Circuit
Nick McElwee, Yas Marina Circuit

Content Creation Vs. Pure Advertising
Marketers also give preference in connecting with consumers by embracing a content driven culture rather than pure advertising. “As a brand we see ourselves more content motivated than advertising. We are not a traditional media brand; instead we organize our data in such a way that we understand what is of relevance to the end consumer,” explained Nick McElwee, Sales & Marketing Director at Yas Marina Circuit.

Recalling earlier days when a piece of content was kept on air for six months and repeated throughout, Aref Yehia, Media Group Manager at P&G Middle East cautioned that content has a short lifespan today and hence the industry needed a system that can turnaround fresh content, in some cases even real time.

Aref Yehia, P&G
Aref Yehia, P&G

“The biggest news elements that break on social media stay on these platforms for a few days and then wear out. Quantity is an important criteria but not by compromising quality. The industry has to structure itself in such a manner that brands are able to deliver on both these requirements for better engaging their audiences,” explained Mr Yehia.

The experts reiterate the importance that the industry is placing on content and the transitioning role of brands to publishers. The business is still in the process of identifying the right ways of doing this but the initial steps in that direction are already taken in MENA.

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