This past weekend, Hillary Clinton announced her official candidacy for US President in 2016. While the news was not necessarily surprising, the format for her announcement was newsworthy. She and her team produced a video that they placed on social media to make this announcement.
The video captures the idea of getting started on something important and that includes running for President! While producing a video announcement is increasingly a common practice, the fact that this was the sole form of communications for doing so was rather extraordinary. It speaks to the power brands (and candidates!) are putting into owned and earned content strategy while moving away from traditional ones like press conferences or TV campaigns to launch an effort or make a statement.
Globally and locally, we are seeing this trend play out in our business. Content marketing continues to be prioritized by our clients around the world, and we have built a global practice to serve the increasing demand for content audits, strategy, creation and optimization. To reinforce the state of the marketplace, here a few statistics from recent research we completed on the topic:
But all this opportunity does not come without some key challenges.
In closing for this note, I have two thoughts:
Have a great rest of your April!