What are you most excited about in the digital marketing space at the moment?
Digital marketing gives us, the marketers, a unique opportunity to develop our brand strategy. It brings us world of opportunities to deploy new ways to communicate and influence our target audiences, and of course be used as a fundamental tool to reach out to new audiences.
What’s your favourite example of innovative digital marketing?
The best thing about the constant evolution in technology and growing use of digital marketing is that we’re constantly seeing a display of new and innovative ways in which digital marketing can be used. In a way, this is something that makes our work as marketers short-lived, which is no longer practical. On the other hand, this forces us to distinguish ourselves from our competitors, which without a doubt, staying innovative is the greatest way to become it.
Honda’s latest campaign, The Other Side, is definitely an innovative way in which digital marketing has been used.
Where do you go for great content?
It’s impossible to only mention just one site. I do however regularly use Feedy to organise all my sources of information from more than 500 websites, which can sometimes be very crazy! So I will say something very obvious, great quality content can be found all over the internet; you just have to be organised in finding it.
What’s next for digital content? What defines good content?
From the point of view as a marketer, you must first have a good brand strategy; knowing what you want to say and then create a content strategy that connects with your target audience. However, as I mentioned before, you need to grow new audiences to connect them with your brand philosophy. Relevant content allows this connection with targeted consumers.
What is the biggest myth about content marketing? How are you amplifying and maximising your content?
Going ‘viral’ with your content as an idea is a great target to strive towards, but for brands to do this, they firstly must invest in content marketing to help spread their marketing messaging. If this doesn’t work, you could of course always use some cat content – but that may not be the best idea.
How do you work with Outbrain and what is your experience?
I’ve been working with Outbrain for over two years, with very good results. Now that a golden age is coming for content marketing, I am convinced that Outbrain is going to be one of the big players in the strategy of our brands.
Daniel Licari, online marketing manager at Zadibe. Follow him on Twitter @danilicari
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