Content and content marketing are among the leading buzzwords in the advertising business, but it can be useful to understand the different types of content that brands are relying on, says Jordan Bitterman, Chief Strategy Officer, North America at Mindshare in an interview for Beet.TV with Paul Kontonis, SVP Strategy & Sales at Collective Digital Studio. Advertising itself is one type of content, and tweets, posts and original video are also content, Bitterman says.
“There are so many new technologies that allow us to turn creative in advertising into something more meaningful, and there are technologies to help with creative optimization and really surgical targeting and creative ads,” he says.
New forms of data are aiding marketers in understanding what types of paid, owned and earned content work best. “It’s all very important to look at the market differently. It’s great for a new crop of CMOS to look at things in a Billy Bean/Moneyball type environment,” he says.
Smart use of data can help an agency stay abreast of daily marketing needs, which can then be used to improve content and creative, he explains. Mindshare, for instance, assembles teams for clients that meet every day to analyze what’s happening in real-time across screens for its brands and their competitors. That lets the agency know what to respond to in the market and how to respond to it, he explains.