Why Content Marketing is Important
In today’s fast-changing,
increasingly fractured media and communications landscape, reaching the right
audience with the right message is tougher than ever. Faced with so many
distractions, how do you get your time-poor audience to engage and respond
positively to your messages? This is when you need to call in content marketing
expertise.
At NewBase Content in Singapore, our content marketing solution is based on a simple two-step process: firstly, we carefully
identify your target audience, and next, we deliver information to them that’s useful and relevant. This helps establish long-term relationships and deeper, more
meaningful engagement with your brand or organisation.
The
power of content marketing
For example, NewBase
Content was recently engaged by an automotive brand to promote its latest
model, a small SUV. We quickly identified the target audience as young professional
couples in their 20s and 30s. It was clear that messages about the car’s
technology and performance aren’t useful or relevant to this audience. Following
market research, our content marketing experts focused on topics that resonate much
stronger: food and leisure. We understood how this audience was hungry for
new experiences and they would be searching for inspiration online. The next
challenge was finding a way to weave in the product – the SUV – to the story in a subtle, yet
relevant manner.
Our content marketing
solution had a simple, but highly engaging premise: mobile-friendly digital
stories, adapted for the brand’s website and social media, themed around “the
five best romantic spots for weekend brunch.”We produced a driving story, with
the SUV photographed in five attractive brunch locations. This gave the automotive
brand positive, seamless exposure within an authentic, engaging story.
The subtle art of storytelling
Craig Davis, former Chief
Creative Officer at J. Walter Thompson once said: “We need to stop interrupting
what people are interested in and be what people are interested in.” As the example of our SUV story shows, NewBase Content couldn’t agree more. The
audience for this car is primarily interested in discovering new places to go out
to eat, not the technical specifications of an engine. So we deliberately
avoided the hard-sell of the product to boost engagement with the brand’s
target audience. Mean-while the audience views a product that they might not
otherwise have encountered.
Bespoke storytelling is central
to our content marketing expertise. To make sure our solutions are effective,
NewBase Content has a team of specialists with the right skills. These include
research, analysis, branding, editorial strategy, journalism, copywriting and
creative design.
Skills in all sectors
NewBase Content draws on
deep experience across a wide range of sectors and channels – these include
tourism, business, healthcare, education, automotive and government. We pride
ourselves on finding interesting story angles, conducting in-depth interviews
and delivering engaging, highly readable content that connects
with readers and holds
their interest.
Content marketing
expertise also involves knowing how to apply data analytics to personalize and
optimize content. These strengths allow NewBase Contentin Singapore to develop
content marketing initiatives that ensure customer engagement, brand
consistency, differentiation, and positive customer experience.
