Thinking like journalists and an editorial approach can help marketers create high-impact quality content
This piece says that as the digital revolution has given customers unprecedented control over the content they consume, they skip poorly done marketing campaigns. Brands need well-structured and engaging content to grab customer interest and create loyalty.
Brands should create material that is relevant to the consumers rather than just focusing on their product. Mercedes’s wildly successful customer magazines deliver high-quality content by talking to customers and incorporating the feedback into its final output.
The author argues that high-quality content is meant to create an immersive experience that leads to higher sales. Marketers can retain consumers by creating a seamless experience by integrating their print and digital platforms to track the customer journey with the brand.
[5 minute read]