As the demands of content marketing grow, media and creative agencies are turning to Web3 and content creators as the way forward.
Increasingly, agencies are outsource your content work to freelancers to keep up with volume and produce authentic, credible content that meets client expectations. However, there are a number of challenges in content marketing, from limited resources to a lack of industry knowledge on specific topics.
For some media agencies, setting specific metrics and exploring new media such as Web3 have been part of the solution. More companies are experimenting with how they can invest in Web3, a model for the decentralized Internet. Eric Levin, chief content officer at Publicis Media, told Digiday that content “is too broad a term because it literally means everything,” including Web3 most recent experiences.
To bridge the gap, Publicis Media has worked with clients like Samsung, which put its New York flagship store on Decentraland, a virtual reality platform, to bring them into the metaverse.
But creating immersive content in the metaverse is only part of it, Levin added. Agencies need to be strategic about what this actually means to drive internal and external adoption with clients. To match its investments with this strategy, Publicis Media has been developing its production, Web3 and APX content businesses for opportunities outside linear TV and ad-supported and non-advertising environments.
“We need to have the knowledge and tools to deliver meaningful content to people, regardless of where they’re watching,” Levin said.
Media agencies also grow content marketing by working with content creators and social media influencers. Bill Durrant, CEO of independent Exverus Media, compared earned coverage and types of affiliate content: The latter “makes you a true business partner with a publisher or influencer,” he said.
Because there isn’t always the space to tell a deeper story about a brand or product in performance channels, Durrant said, having affiliate content helps complement the media mix. Additionally, leveraging publishers and influencers helps them build trust in a brand by establishing authenticity and credibility, and potentially has greater appeal with Gen Z and, to a lesser degree, millennial audiences.
“By pushing content creation to these partners, it frees up agency and brand bandwidth and enables more content to be created, tested and supported,” Durrant said. “Publishers and influencers can better write about my brand and their experience with it in their authentic voice. This is especially critical now, as Gen Z and millennials value authenticity.”
Generating effective content also means having the tools and metrics to dissect all the data to understand the results. While search engine optimization and customer relationship management systems are widely used to understand audiences, agencies still need to turn that information into real content and deliver metrics, said Allison Madell, Director in collaboration with the advertising and marketing agency Bader Rutter.
“We’re always looking for content that connects, converts and conveys the brand,” Madell said. “Is it more difficult to create today? Absolutely.”
What Madell’s firm realized was that embedded teams play an important role in their content goals. Content teams must include people from different disciplines and be “collaborative, agile and skilled in client relations and content development,” he added. “Approach content development as a team sport. Finding a way to effectively involve multiple disciplines, from SEO to analytics to UX in content creation, will only become more important.”
Since some agencies rely heavily on content for their revenue, they will likely continue to invest in it as part of their content strategy. A quarter of the agencies said more than half of its revenue comes from content creation these days, according to content creation agency Verblio.
While many are outsourcing the work, holding companies like Publicis have a team of more than 300 content experts within the organization. Levin said this is the largest centralized content practice of any holding company. Although the Publicis team has almost 10 years of experience in content creation, the last two years have fundamentally changed content marketing.
“Especially during the last two [plus] years, there’s a paradox in traditional linear and there’s a lag in adoption of what’s possible in these newer spaces, like streaming,” Levin said. “Meanwhile, audiences are getting used to limited ads or ad-free and has rejected traditional approaches to these spaces.”
With so many options for content and experiences, it’s up to agencies to create content that can move forward. For Levin, balancing what a brand needs to convey and the voice of the partner or platform is the answer, and this is where customer education will be more important than ever.
“It’s important to fixate the client on the difference between the role of content and the role that creative should play,” Levin told Digiday. “When creative is used for brand messaging, content is used to tell deeper stories, engage consumers in new ways, and ultimately deliver on their terms, without interrupting. [but] add to their overall experience.”
Color by numbers
Influencer Marketing Platform humans released two annual reports on the creator economy and influencer marketing business, calling it one of the fastest growing industries in the world. With around 4.2 billion social media users online, there are now around 200 million creators making content for constant consumption. But not all creators make a profit; while some of the biggest influencers generate enough to make a living, most still make very little and have trouble scaling, especially if they’re part-time or haven’t started monetizing their content. Some statistics:
The number of creators increased from 50 million in 2020 to 200 million in 2022. The estimated size of the creator economy is $104 billion. About 70% of creators’ income comes from influencer marketing, with 12% of full-time creators earning more than $50,000. per year 68% of part-time creators make less than $1,000 per year. Still, 59% of creators haven’t monetized yet, and 35% have monetized but aren’t making “livable income” from it. Instagram is the most popular platform for content monetization and 69% of creators said branded deals are the highest earners. generator for them. Only 7% said it was through ad revenue, the second highest category. In fact, influencers are influencing consumers, with 40% of people reporting that they bought a product online after seeing an influencer with it. And 92% of consumers said they trust these recommendations from social media influencers over brand advertising. For those running campaigns, the top two challenges are measuring campaign ROI and results (28%) and finding influencers for those campaigns (27%). Other obstacles include time constraints and contract management and deadlines. Finally, ad recall is 10% higher and intent is 6% higher for influencer content that is amplified through paid media and traditional branded content on the same channels. — AS
Takeoff and landing
Pernod Ricard chose Publicis Media to manage its media and the holding company created a bespoke unit Performers called on Publicis Santé to work with the spirits and wine company’s internal teams. Wavemaker had previously managed media for Pernod Ricard. Independent media agency authorize won media AOR duties for Zaxby’s QSR chicken chain, which is looking to double its business over the next five years.Average coffeean ad-based warehouse for independent creators and publishers, partnered with a minority-focused sales platform Colossus SSP to reach an underrepresented audience. Research company to sing and TV data platform Block chart has partnered to create better insights to enable targetable advertising. Blockgraph will use its Identity Operating System (IDoS) to enable direct matching between Kantar’s dashboard and client datasets, in what they say is privacy compliant.
Direct quote
“There is a lot of interest [attention] of adult beverages… and also in categories where brand value has a greater impact on consumer choices. Because focus is important regardless of what your end goal is. It has been shown across a variety of studies to have a greater impact on branding, which makes sense. Therefore, brand recall is greater if people actually pay attention to your ad. Makes sense when you put it that way, right? But now we have some of these methods to start demonstrating it.”
— Jen Faraci, Chief Data Officer, Digitas, on how brands and agencies use attention metrics
Agency report
Digiday Research generated a report recently the state of the media agency business in 2022 looking forward to next year. Issues covered include customer spending, impacted media, staffing challenges and more. Join us this Wednesday for a discussion of the study’s findings, with Research Editor Catherine Wolf, Senior Editor Michael Bürgi, and Media Agency Reporter Antoinette Siu. Here’s how to register.
Quick read
Michael Bürgi wrote about IPG’s UM research showing that socially conscious brands advertise in media that share their values see better purchase intent. They found a brand that embraced the three values of integrity, sustainability and fairness, purchase intent increased by 75%. Julian Cannon shed some light on how brands like it NBA and Goldfish Crackers spend more ad spend on TikTok, Instagram and connected TV to connect with Gen Z and millennial sports fans. Antoinette Siu covered some of the ways in which agencies see increased retention and engagement after adding mental health support for employees.
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