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06 April
2015
Digital Advertising
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Content Marketing: Now It Matters What You Say

It is common for audiences who are already saturated with publicity to automatically discard advertising without feeling any remorse whatsoever. For this reason, advertisers have had to reinvent the way they present their products and services. One of the formats which has proved to be the most effective is content marketing.

It is an innovative publicity strategy through which journalists or bloggers, (upon request and payment from the advertiser) tell their audiences about specific products. The main key to this type of advertising lies in audience segmentation: ensuring the right journalist speaks in the appropriate media about the product which is most relevant to their audience. This way, good media and audience planning guarantee user attention.
A clear example of this type of publicity can be seen on blogs such as the “What’s New” section of Mashable, where many articles about gadgets and software are published and reach millions of people thanks to their readership figures.

To keep up to date with the latest publicity tendencies, Redmas in Latin America and Adsmovil in the USA offer Content Marketing solutions through two digital content studies we funded.Coyote Media House is a Mexican producer which now has clients such as WalMart, Heineken and Cerveza Indio.   IT Click Video is a producer based in Argentina. It produces content on beauty, health, fashion, cooking and sport.



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