At this stage of branded content's evolution, most marketers agree on the value of data. You can't speak to your customers through content if you don't understand who they are, what they care about and where to find them.
A recent Forbes Insights survey found 97% of executives believe analytics are crucial to a company’s success—yet only 11% say analytics have significantly contributed to their organizations. In other words, companies collect an abundance of data but struggle to extract strategic insights they can apply toward shaping business decisions. Similarly, many content marketers have systems in place to collect data but find it challenging to leverage that information for the benefit of both their brand and desired or existing customers.
That's where smart partnerships come into play. It pays to work with a team dedicated to understanding your readers, optimizing your campaign for better performance and meeting your goals. Research shows that 70% of consumers prefer to learn about brands' products and services through content. But if you want your customer relationships to last beyond a one-off transaction, it's important to make your message meaningful, informative and engaging.
Read the Forbes Content Studio story below to learn how Sony Music Entertainment uses data to not only strategize marketing campaigns but also connect with recording artists and audiences in unique ways.
For the first decade of the 2000s, the recording industry was struggling to save itself. By 2014, with digital singles decimating album sales, coupled with the rise of illegal file sharing, revenues hit an all-time low. The future of labels looked bleak. But around that same time, streaming was beginning to pick up steam, and the industry was plotting a new future for itself. It was a future built on data...
ServiceNow, a cloud-based platform and solutions provider, started publishing stories on Forbes.com in 2018. Our campaign data revealed early success but also an opportunity to take production to the next level.
The brand's decision to pursue a long-term publishing strategy vs. a temporary campaign paid off. When the pandemic emerged in March, ServiceNow was already well-positioned to keep customers informed and engaged, leveraging Forbes' BrandVoice platform. Through live virtual content; dynamic custom-designed features highlighting data in a digestible format; executive interviews; and timely insights to help business leaders navigate continuity challenges, ServiceNow continued serving its audience when it mattered most.
Check out this interactive feature, which shows how a smarter workflow can help your business achieve great customer service, even amid a pandemic.
The Forbes Content Studio helps brands share their perspectives and research in a way that resonates with our readers. Our in-house editing, design and video teams craft content tailored to your brand's strategy. We monitor your content's performance every step of the way, optimizing your campaign to help you reach your goals.
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