Why content is like oxygen For Brands — Corbett Drummey // Popular Pays

Quotes

• “Brands now over the last seven years have gone from a couple of commercials every quarter to having Instagram photos every couple of days and basically content across multiple channels. So we look at this as a content explosion.” -Corbett“Content is now oxygen for brands. Our old models of creating content are not fit anymore for how the landscape is.” -Corbett“We look at social content as one of the primary places that we try to help because that’s just where a lot of the explosion of content creation has happened.” -Corbett“As a brand, it is oxygen in the sense that it is how you interface with the world.” -Corbett“Mostly consumers brands are becoming more narrative-driven. Businesses are not primarily focused on price and product differentiation but the story behind it.” -Ben“Because there are so many ad impressions out there, people are becoming more desensitized to the actual ads which mean that, the content which is a thing that are not seen as ads become more important.” -Ben “I typically use the phrases where an influencer is someone that is valued for their audience whereas a creator is someone that is primarily valued for their content. Where we try to come in is to tell them they need to both have tools that connect with people, tools for collaboration and tools for tracking.” -Corbett “For content, whether it is organic or paid, people simply don’t have a budget to get organic at scale.” -Corbett“On the other side, influencers are really good at driving awareness and consideration, those mid-funnel things. The appropriate metrics on that side will be actual impression, so not followers but how many people actually see this piece of content.” -Corbett“We also provide certain studies to show, did this campaign move the consideration of your product. With a control vs. exposure method, we work in partners like RIC group to measure people who saw your ad if they are having a positive brand affinity.” -Corbett “With creative and cool content, you can change how people look at your brand. Every brand can be cool and worth sharing and creators are great with it because they live and breathe in the social space and they know how to make engaging content.” -Corbett