Matt BrittonFounder & CEO powering AI-driven consumer insights

How Brands Can Create Better Content

Name: How Brands Can Create Better Content
Uploaded: 2018-10-31T01:30:55Z
Channel: Matt Britton
Description: Speaker argues brands must adopt a consumer-first mindset: understand consumers, what they care about, and who influences them. Brands should partner…

31 Oct 2018

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Speaker argues brands must adopt a consumer-first mindset: understand consumers, what they care about, and who influences them. Brands should partner with relevant influencers and shift from producing a few mass spots to generating hundreds or thousands of personalized content pieces that address individual passions — embracing a "long tail" content strategy.

Brands really need to re engineer the way they think in terms of how they approach the consumer. And it's really consumer first. Understand the consumer, understanding what they care about, understanding who's influential in what they care about, and how can brands partner with them. I think that's the new model. It's branded entertainment meets influencer marketing is where we're really headed. Brands also need to create systems internally where they can create not one, five or ten 30 second spots, but hundreds, if not thousands of individual pieces of content to speak to people based on their passions. So brands really need to become much more adept at the long tail of content, and that's a big departure from where they are today.