Warc, 14 May 2014
BEVERLY HILLS: AT&T, the telecoms giant, believes that
content marketing could form the basis of a "value exchange" with
mutual benefits for brands and consumers.
Esther Lee, AT&T's svp/brand marketing, advertising and
sponsorship, discussed this subject at the Transformation 2014 conference
organised by the 4As (American Association of Advertising Agencies).
"Marketing is no longer just selling stuff, and it's
not even just storytelling," she said. "A lot of it is around value
exchange. That exchange takes place in different ways and content is a big part
of it."
One example of this trend relevant to the telecommunications
company involved developing online video for both current and potential
customers.
It pursued this initiative having learned that many
enquiries for "customer experience" entered on search engines
mentioned AT&T by name.
"These people wanted to understand how to interact with
us," said Lee. (For more, including how the client–agency relationship
might change in the future, read Warc's exclusive report: AT&T foresees a
new kind of agency partnership.)
"So we were able to actually create content –
explanatory content – about how to start your account, or how to switch
something out, or whatever the case may be."
Rolling out this material, and making it easy to find, meant
AT&T could "actually create what I would say is more satisfied
customers," said Lee.
Such successes hint at the wider role content will play in
the marketing mix – an area where marketers are still building their
understanding.
"The whole area of content is going to get more robust,
more complex and more layered before we actually figure out what works best for
each of our brands," said Lee. "There's a lot of experimentation
going on right now.
"So whether it's instructional content – something that
really matters to me – or something that's entertaining, there are lots of
different ways to think about content."
Data sourced from Warc
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