Why Brands need their own Content Channels

Most content-based marketing campaigns rely on customers who have opted in to receive marketing content. As such, the engagement-focused campaigns yield higher returns than online advertising campaigns that simply interrupt customers. Additionally, relevant content offers substantive material to interested customers, so it can foster trust between your company and customers. Customer trust can lead to more sales for your company, which in turn boosts the ROI on your custom-content campaign.

Not surprisingly, along with content-based campaigns, social media campaigns are of high priority to marketers. Nearly 80 percent will be increasing expenditures for social media over the next 12 months, and that it is a leading tactic for speaking with both customers and prospects. For a social media strategy to be successful, however, it must not be used simply for the sake of being in the medium, but with a clear set of goals in mind. Successful social media strategies are content-based and offer fans, members, and/or followers relevant and valuable content that is then integrated into all aspects of a content marketing strategy. It is not, and should not be used as, a stand-alone tactic. 

Marketers are using new media channels to reach audiences directly and to measure the value of their response and interaction. More importantly, they are creating their own original channels and content instead of relying on the platforms of others.