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    Television Audience Measurement: In Serbia, the media are in a race to the bottom for every extra “click”, while in Croatia HTV has undermined the principle of joint monitoring

    This global pandemic, coronavirus, cuts across all geographical borders regardless of cultures and language. What is the role of Public relations today?

    Slaven Fischer: Creativity doesn’t reside in buildings but in people, no matter where they are. It’s natural for people to work from home.

    Janja Božič Marolt: As in every crisis, there will be a lot of victims and some winners in the communications industry of the region.

    Shortcutting Video: New Study Highlights the Effectiveness of 2-second Ads

    Topic of the Day: Can artificial intelligence replace human intelligence and emotions. Is technology a servant or a master?

  • Intervju

    Miranda Mladin: Keeping consumers’ attention is every brand’s biggest challenge

    Nataša Mitrović: I understood that the Balkans should be my primary target area and that, once I had become a shark in the Balkans, then I could make my way “back” into the big world and swim in the sea with the other sharks.

    Ivan Stanković: I admit to having great fun and enjoying myself enormously working on my show, What I am to you and who I am to myself.

    Scott-Gould-naslovnica

    Scot Gould: Stop doing anything that you do that isn’t valuable, tell everyone about that offering, and don’t stop!

    lazar-naslovnica

    Lazar Džamić: We are experts at preferring the byways, swamps, and chasms, so that we can keep on going in circles, lost in space

    Irena-naslovna

    Irena Kurtanjek: Contributing to the Communities in which we Operate is the Foundation of Nestlé’s Business

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    Milena Garfield: It’s not long since I said: If it ain’t live, it’s dead

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    Diary of a Methuselah #176 Will our industry come out of this better and smarter?

    Diary of a Methuselah #159: Ivo Pogorelić and Zoran Todorović weren’t attractive enough for sponsors in Sarajevo

    Diary of a Methuselah #157: The Young Leaders of Tomorrow, a great event for young people who are ready to assume responsibility for the future of industry

    Diary of a Methuselah #156: I’ve been writing my Diary for three years now, and I don’t think I wrote anything smart

    Diary of a Methuselah #154: Three days at the PRO.PR Conference

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    Mladi liderji – Saša Droftina, Luna \TBWA: Želela bi, da bi se spremenil odnos do pitchev

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    Mladi liderji – Kristina Gregorc, Mercator: Zelo sem optimistična in izjemno ponosna in vesela, da sem del tako velike in uspešne ekipe

    Mladi Lideri

    Mladi liderji – Maša Crnkovič, Futura DDB: Največji izziv je vpeljava podatkov in feedback-a uporabnikov v procese dela

    Young leaders – Aneta Nedimović, New Moment Belgrade: Articulating ideas and the value of those ideas is an art form and a skill

    Mladi liderji – Matjaž Muhič, ArnoldVuga: Želel bi več časa za razmislek, za delo, za raziskovanje

  • Tri pitanja

    Robert Wester: Strategic communications is at the top of the European Commission’s agenda

    Chris Pomeroy: Tourism in 2019 accounted for 1 in 10 jobs on the planet and until now it was resilient to all manner of crisis

    Andrey Barannikov: The role of PR in Russia is changing and becoming more strategically important both for brands and communication agencies

    francis-ingram-naslovnica

    Three questions for Francis Ingham, Managing Director of the Public Relations and Communications Association (PRCA) & Chief Executive of the International Communications Consultancy Organization (ICCO)

    3 questions for Svetlana Stavreva, President of the International PR association (IPRA): Today, people are demanding that organizations do what they promised

    Three questions for Petra Krulc, Senior Vice President of Celtra

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  • Vijesti

    Wüsthof Sharp Systemic Brand Identity with Gigodesign wins Red Dot Award

    How to win a Grand Prix in Cannes?

    The best of Latvian and Estonian advertising

    Enjoy the summer with Cinedays Film Factor 20

    Lokomotiva and SentecaCommerce signed a partnership for 12 European markets

    Virtual Drumming with Fernando Machado, Karolina Galácz, and Thomas Kolster

  • Tema sedmice
    daljinski-naslovnica

    Television Audience Measurement: In Serbia, the media are in a race to the bottom for every extra “click”, while in Croatia HTV has undermined the principle of joint monitoring

    This global pandemic, coronavirus, cuts across all geographical borders regardless of cultures and language. What is the role of Public relations today?

    Slaven Fischer: Creativity doesn’t reside in buildings but in people, no matter where they are. It’s natural for people to work from home.

    Janja Božič Marolt: As in every crisis, there will be a lot of victims and some winners in the communications industry of the region.

    Shortcutting Video: New Study Highlights the Effectiveness of 2-second Ads

    Topic of the Day: Can artificial intelligence replace human intelligence and emotions. Is technology a servant or a master?

  • Intervju

    Miranda Mladin: Keeping consumers’ attention is every brand’s biggest challenge

    Nataša Mitrović: I understood that the Balkans should be my primary target area and that, once I had become a shark in the Balkans, then I could make my way “back” into the big world and swim in the sea with the other sharks.

    Ivan Stanković: I admit to having great fun and enjoying myself enormously working on my show, What I am to you and who I am to myself.

    Scott-Gould-naslovnica

    Scot Gould: Stop doing anything that you do that isn’t valuable, tell everyone about that offering, and don’t stop!

    lazar-naslovnica

    Lazar Džamić: We are experts at preferring the byways, swamps, and chasms, so that we can keep on going in circles, lost in space

    Irena-naslovna

    Irena Kurtanjek: Contributing to the Communities in which we Operate is the Foundation of Nestlé’s Business

  • Kolumna

    Sponsors? What that?

    misa-naslovnica

    Miša Lukić: What can start-ups learn from sperm?

    Do Brands Always Need to Sell Aggressively to Grow?

    Price of Hate

    The Advertising Industry: From Alchemists to Distributors and Back Again

    Milena Garfield: It’s not long since I said: If it ain’t live, it’s dead

  • Dnevnik

    Diary of a Methuselah #176 Will our industry come out of this better and smarter?

    Diary of a Methuselah #159: Ivo Pogorelić and Zoran Todorović weren’t attractive enough for sponsors in Sarajevo

    Diary of a Methuselah #157: The Young Leaders of Tomorrow, a great event for young people who are ready to assume responsibility for the future of industry

    Diary of a Methuselah #156: I’ve been writing my Diary for three years now, and I don’t think I wrote anything smart

    Diary of a Methuselah #154: Three days at the PRO.PR Conference

    Diary of a Methuselah #153: Portal Media Marketing starts a new life today

  • Mladi lideri

    Mladi liderji – Uroš Zorčič, New Moment Ljubljana: Vedno gledam na dela sama in ne postavljam v ospredje posameznih ljudi ali agencij

    Mladi liderji – Saša Droftina, Luna \TBWA: Želela bi, da bi se spremenil odnos do pitchev

    Mladi Lideri Kristina Gregorc

    Mladi liderji – Kristina Gregorc, Mercator: Zelo sem optimistična in izjemno ponosna in vesela, da sem del tako velike in uspešne ekipe

    Mladi Lideri

    Mladi liderji – Maša Crnkovič, Futura DDB: Največji izziv je vpeljava podatkov in feedback-a uporabnikov v procese dela

    Young leaders – Aneta Nedimović, New Moment Belgrade: Articulating ideas and the value of those ideas is an art form and a skill

    Mladi liderji – Matjaž Muhič, ArnoldVuga: Želel bi več časa za razmislek, za delo, za raziskovanje

  • Tri pitanja

    Robert Wester: Strategic communications is at the top of the European Commission’s agenda

    Chris Pomeroy: Tourism in 2019 accounted for 1 in 10 jobs on the planet and until now it was resilient to all manner of crisis

    Andrey Barannikov: The role of PR in Russia is changing and becoming more strategically important both for brands and communication agencies

    francis-ingram-naslovnica

    Three questions for Francis Ingham, Managing Director of the Public Relations and Communications Association (PRCA) & Chief Executive of the International Communications Consultancy Organization (ICCO)

    3 questions for Svetlana Stavreva, President of the International PR association (IPRA): Today, people are demanding that organizations do what they promised

    Three questions for Petra Krulc, Senior Vice President of Celtra

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Home Topic of the week

Topic of the Day: Content marketing and its role in communication

Content marketing is not a sector, it’s not a team, it’s not a function. It is a philosophy, a culture and a worldview

25/04/2019
in Topic of the week
3 min read

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

By: Adnan Arnautlija

Content marketing has become a relevant marketing concept which in relatively short time acquired the “right of citizenship” in the communications industry. Content marketing is more than production of content. It has become a concept that connects production of content with understanding of the public and technology. Those who know what it’s about say that the role of Content Marketing is to build relationships and trust.

A little over ten years since it first appeared as a concept, Content Marketing still raises many dilemmas. We tried to learn what Content Marketing is and what role it plays in the communication process from three Content Marketing experts: Primož Inkert, Lazar Džamić and Borislav Miljanović.

Primož Inkert, PM poslovni mediji, Partner

A horseless carriage. That’s what people used to call the first cars. It was similar with television, which they used to call radio with picture. The Internet is so young that we still don’t even know its true name.

And this also applies to Content Marketing, which is less than a decade old as a term and a name, and therefore everyone understands it differently. Some – including myself – understand it as a revolution in contemporary communication, others see it as an article or a blog post, the third see it as an interpretation of the old advertising principles in a new way.

But what is an integral approach to content marketing and why is it so important?

There are numerous perspectives when we talk about the understanding of the term content marketing, and that is why we will simply skip its elaboration. To establish the context of understanding the integrity of content marketing, it suffices that we agree that content marketing is changing, evolving, becoming more comprehensive, includes more and more media and tools, and is capable of producing answers, ie. help in efficient communication with target groups across the consumer’s journey from an initial desire, or a problem they want to solve, to lasting cooperation or loyalty.

It is a strategy of what we want to say, to whom and in what ways, and about the extremely tactical plan on how we will realize it. Of course, with the help of media – owned or paid – with the help of internet and social media that can disseminate information and stories at the gigaspeed of internet (even faster than light), much faster than any other media in history.

When we look at content marketing as a whole (if we want to achieve results we must look at it that way), it’s not just about communication strategy and its realization, but also the transformation of the value and culture of the enterprise. It is the focus on truly helping our consumers, that we are completely focused on them (exceptions and problematic customers will always exist, but we do not focus solely on them).

Lazar Džamić, Creative Strategist

It’s a complex question, and I have written about it in detail in my book The Definitive Guide to Strategic Content Marketing. 

All the interviews I worked on for the book, and all of my experience points to the fact that Content (I do not use the ‘marketing’ part because it restricts it) doesn’t have a special role in communication because it works better than other methods in ALL stages of the communication cycle. In other words, Content – if it is done strategically and quality – is currently the best replacement for a variety of standards and currently declining communication models, such as online banners or traditional ads.

Content works at the beginning of the ‘funnel’ when consumers gain brand awareness, it works in the conversion phase, in CRM and in the consumer service. What’s currently missing, especially in our region, is the perspective of looking at Content this way. It’s not a sector, it’s not a team, it’s not a function, it’s philosophy, a culture and a worldview. This is the new frontier that awaits us in the world where attention is increasingly difficult to buy and must be earned more and more.

Bora Miljanović, Represent Communications system, CEO

For me, Content Marketing represents a communication practice, but also a philosophy. As a practice, it means making quality content with the goal of achieving certain goals for the communicator in the field of brand awareness, collecting leads or in concrete sales.

However, I see much greater importance of Content Marketing as a philosophy, which changes the approach and role of our entire communications industry. We don’t need to be those who annoy, who interrupt, those who bore people with irrelevant messages. We need to be advisors and friends of future and present users of our brands through quality, timely, and above all useful content. That is the new philosophy and the big change that Content Marketing brings to our industry and to our lives.

Tags: Content MarketingPM poslovni medijiRepresent Communications
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