Brand Marketing Evolution: The Future of Content Creation


In my previous article, I explored the immediate answer to our brand marketing woes: interactive content. But if history is any indicator, we can be confident that today’s innovations will quickly evolve into something we've only just begun to imagine. 

In this last article on brand marketing evolution, we’re going to pull back the veil between the present and future to explore how brand content may change over the next few years. I have 4 hunches to share with you, but I’d also love to hear what you think is in store—tweet at me and let me know!

True Multi-Device Distribution

Many brands (not naming any names) have been slow to adapt their content strategy to account for mobile devices. As we’re now starting to add smartwatches, other wearable technology, and huge digital displays to the mix, brands will no longer be able to get away with creating content that only works on desktop.

The idea of one-and-done content creation will fade away in the harsh reality of pixels and proclivities. The content you produce for PCs is not going to translate for a teeny smartwatch screen, and neither will your wearable device content translate for massive displays. Consumers also won’t want to use their smartwatch in the same way they use their other mobile devices or computer.

Brands will need to start thinking about how to best leverage the native functionality and usage patterns of each device—and some have already started. Early smartwatch app creators have dialed back their content to be bite-sized and timely (pun intended). Domino’s smartwatch order tracker is a great example:

(Source: Domino’s)

Brands who are crushing it on mobile are leveraging location data and action-oriented behaviors to drive more in-person visits to physical storefronts where their products are sold. Additionally, big brands like Travelers are investing in high-touch, large-screen content like this interactive ad they ran in the Hartford Airport:


Personalization: Choose Your Own Adventure

Read More

Brand Marketing Evolution: Interactive Content Renaissance

Read More

How to Assess Your Next Content Marketing Vendor

If you’re like most content marketers, you probably get a handful of inquiries each week from various vendors eager to pitch their product to you. Most of them you’ll ignore; some of them you’ll research and dismiss as a poor fit. But what do you do with the ones that seem interesting?

Read More

Brand Marketing Evolution: The Transition to Digital Content

Imagine you were born in 1910. Over the course of your lifetime, you’d witness the rise of radio; the emergence and dominance of TV; the birth of computers and the internet; and even the first appearance of mobile devices. Print, which had been the only mass communication channel for a solid 5 centuries, would turn into the foundation supporting a variety of new digital media channels in the 20th century. These new channels paved the way for radical advances in information exchange, commerce, storytelling—and yes, marketing.

Read More

Brand Marketing Evolution: A History of Print Content

Modern culture is full of strange and wonderful contradictions. We simultaneously glorify all things “vintage” (hello, hipsters) while at the same time largely ignoring the historical context surrounding them.

Read More

Get Content and Design Inspiration in Your Inbox

Follow Us

LinkedIn Google+ Twitter Facebook