Here are Vladislav’s five key takeaways:
- Sugarcoat your content
Let’s be clear – nobody likes ads. But you can gift-wrap information about your product into an appealing editorial. With almost 50% of users employing ad-blocking software and the other half probably just ignoring colourful banners and advertorials, native advertising has proved itself to be something to which people actually pay attention. And, the reason is simple: content tells a story about a product in a creative, understandable and non-invasive way.
- Find new ways to deliver your story
Mobile messengers are set to change how media is consumed. Quartz
, for example, is testing a new format of content that looks like a text from a friend. Push-notification news also has the potential to gather a lot of attention from readers.
- Digital = Discussion
Text is basically the only way to have a meaningful discussion online. However, to minimize the risk of negative feedback, which is inevitable because you can’t please everyone, you must be ready to engage in a direct discussion with readers on social media.
- Find a good writer – and don’t let them go
The digital era is ushering in visual content such as videos, images and infographics. However, as a format, text remains important and that will continue. As media outlets opt for subscription-based access models, competition for content creators will only intensify.
- Think about tomorrow, not only today
Companies need to create long-term content strategies. A company’s message can only be effectively delivered through a series of materials that are not strictly promotional, but also represent value for the audience, contribute to greater discussion and promote engagement.