Most enterprises are still working through creation of a true, living content marketing strategy for their organizations. Native advertising is still the gateway drug for many content marketing programs, and mobile is, well, it continues to be the flavor of every month as consumer use grows.
Big bets on original content, Apple, is planning to invest over $1 billion on original content. This move is more significant than Apple just getting into the television show or streaming video business. Apple needs to stay relevant and consistent; valuable programming can grow its audiences and keep their attention (just like for any other company).

Google is purchasing original content from both brands and media companies, specifically to fill content gaps found through their search algorithms. And, not to be outdone, Facebook is spending significant dollars on original video directly out of the marketing budget. And don’t leave out perhaps the biggest buyer of original content, Amazon.

What all this means we don’t know yet, but one thing is sure: Consistent, original, and addictive content is all the rage. In some ways, we are seeing the golden age of a new television … it just happens on any and every device imaginable.

Consistent, original, & addictive #content is all the rage!

How does this affect you? First, if your main competitor isn’t betting big on original content, it will be soon. The window for building a trusted and loyal audience is happening right now. Second, those who build new and trusted content brands will have multiple options to monetize that content, either directly from customers or prospects or secondarily from syndication through the Apples and Googles of the world.

Brands gain multiple options to monetize by building original content.

Some will create, while others will buy. After we have brought this to your attention for years, the acquisition of content brands is now a major trend.

The build-it or buy-it question is still in play, and from the current flow of money, it looks like both avenues are strong and growing in the content creation and distribution space.

This is the most exciting time in marketing, where we can build audiences directly and make a major impact in the overall business model for the organization.

Topics: Content Marketing, Inbound Marketing, video marketing


Written by Parvind

A seasoned technology sales leader with over 18 years of experience in achieving results in a highly competitive environment in multiple service lines of business, across the Americas, EMEA & APAC. Has a strong understanding of international markets having lived and worked in Asia, the Middle East and the US, traveled extensively globally.