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.

Done well, content marketing is an extremely powerful tool. Are you ready to push the start button?