The following is an excerpt from my recent post published on CMS Wire. Read the article in its entirety.
It wasn’t very long ago that publishers were responsible for the creation, curation and distribution of content. They held the keys to what was said about brands, products, trends and more.
But with the rise of the digital age came entire platforms available for new voices, new influencers and a gigantic publishing mechanism for both brands and the consumers they are trying to reach. In today’s marketing landscape, brands have become media machines — hiring former journalists and writers and producing, publishing and sharing vast amounts of their own content as a means to show thought leadership, increase awareness and find and retain new customers.
In addition, with online, mobile and social platforms making publishing easy, consumers can easily publish photos, share thoughts and curate their own audiences. This has given everyday consumers the ability to influence and connect with large audiences without necessarily having the platform of a traditional publication.
With so many digital properties and platforms — blogs, Tumblr, Instagram, Twitter, etc. — available as outlets for unique and shared content, today’s consumers are more influential and integral to brand marketing campaigns than ever.
In fact, it has become essential for brands to account for and then capitalize on the voices of their audience to amplify and lend credibility to their campaigns.
Not only does a brand’s content, advertising and marketing materials have to connect with your audience, it has to inspire them to share it, talk about it and in some cases, even participate in the campaign.
Many of today’s marketers have been asking: does a campaign become more credible and authentic once the consumer is involved?
It seems the resounding answer has been yes.
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