So it’s, uh, refreshing to see nonbeverage brands walk through their content marketing efforts.
Ford’s CMO on Content Marketing
Brands are systematically becoming publishers, and Ford’s chief marketing officer (CMO) has the brand right to accomplish this goal across their various digital channels. Here are five key insights from an interview with Ford’s CMO Jim Farley and Digiday.com editor-in-chief Brian Morrissey.
- Content Fuels Consumer Conversation: Content is the “currency of the social experience.” For brands to have a meaningful conversation with their audience, they must start with compelling content.
- Social Distribution & Engagement: Facebook and other social platforms make for efficient distribution channels when fueled with high-quality content.
- Agencies Must Shift Approach: The brand-agency relationship is changing, and brands are now looking for help from their agency partners in “entertaining” the audience
- Mobile Opportunity: Mobile’s potential is hindered only by marketers’ current limited understanding of the medium.
- Collaborate to Navigate Convergence: Convergence (Paid + Owned + Earned) should be the operating principle in the digital space, but even more important, collaboration with digital media partners is absolutely critical for effectively connecting with audiences.