WHITE PLAINS, N.Y., Jan. 9, 2008 (PRIME NEWSWIRE) -- "Content Engineering" is rapidly becoming more than just a catchy phrase in the development of sophisticated marketing communications campaigns, according to Mike Valentino, CEO of TMPG Inc., the award-winning media promotion company.
"Not long ago, 'content' could be defined as a predictable mix of subjective brand messaging communicated to consumers via traditional media advertising, publicity, direct mail and events," Mr. Valentino said.
"Today, if you're really serious about touching your audience and convincing them to purchase your product or services, this old-fashioned 'content recipe' needs a serious overhaul. The message has to deliver intrinsic value and it needs to be communicated in a significantly more personal context."
'Tell Me Something I Don't Know'
Content can include everything from detailed product information, to tips on how to integrate the product into real-life use. Ideally, content engages the consumer, sparks curiosity and encourages more thoughtful interaction with the brand.
"Content in this day and age must break down the knee-jerk resistance that most consumers have to traditional marketing messages. Rather than reacting with skepticism, you want consumers to say 'Aha, I get it. I see how this brand can work for me.' Consumers resist being marketed TO, but they welcome being engaged in ONE-ON-ONE dialogue," Valentino said.
He points to TMPG's successes in content development and content delivery. "We've used every method -- from brand spokespeople and lifestyle experts to celebrities who deliver brand messaging in entertaining, interactive formats as varied as radio vignettes, web blogs, exclusive entertainment events and personal appearances. And we've created programs that provide opportunities and incentives for consumers to submit their own content, which our clients love."
Getting Attention
Once the content is developed and thoroughly tested for clarity and objectivity, it is still necessary get the consumers' attention.
"Non-traditional radio is the ideal platform for spotlighting content. It has the unique advantage of being able to showcase branded content via on-air vignettes, on radio station websites and at local market station appearances." According to Valentino, "Non-traditional promotional radio represents an exceptionally versatile platform which savvy marketers are just beginning to utilize to its fullest potential."
"TMPG maintains that in the final analysis, content is emerging as critical to successful marketing programs. The promotional methods will change with each marketing challenge but the content has to inform and engage consumers and it must be relevant and packaged in a way that will cause consumers to willingly accept it into their lives if the overall program is to be successful," Mr. Valentino said.