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BizReport : Blogs & Content archives : September 06, 2013

Platform connects consumers with content they want

Content is quickly becoming a marketing tool for many brands, both large and small. Retailers who include reviewer content, SMBs who create and update a blog and corporations who create social media content that is shareable are growing reach faster than those who use the online space only for advertising.

by Kristina Knight

One new platform, Ideal Media, is helping content creators to connect with consumers by pushing the right content to the right reader or viewer at the right time. Their acquisition of Feedbox is also helping to increase the reach of branded messaging tactics.

Through the acquisition, Ideal Media clients can target content to consumers across platforms, serving native ads across screens and platforms including social, XML feeds, video and mobile channels.

"Marketers have invested heavily in content creation, but aren't attracting and engaging their audiences at the levels they would like," said Eder Holguin, CEO, Ideal Media. "Although most marketers are aware that "build it and they will come" does not work as a content promotion strategy, there is still an over-reliance on search engine optimization and social media shares to distribute content. This essentially puts the success of a branded content campaign at the mercy of third parties. What's more, such marketing methods may only attract audiences for a short time, even though the branded content remains valuable. The Ideal Media platform takes the guess work out of content marketing by proactively seeding opportunities for consumers to access brands' content across multiple digital channels. This guarantees targeted, responsive audiences for branded content as well as maintaining its visibility, which optimizes its value."

Holguin will present a seminar, Content Marketing Rules for Success at ad:tech London on September 11,2013.

Image via Shutterstock

Tags: content optimization, content trends, Ideal Media, online content

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