Brands are well-placed to help consumers make better choices around health and wellbeing through smart content marketing.
That was the message of the most-read article on the topic on Warc in 2015 covered the increasingly important topic of content marketing.
Health and the high street: How retail, food and drink brands are shaping UK health with content, a paper from NewsCred, reported that British consumers are becoming more health conscious; but only around one quarter feel informed on health issues. Three-quarters thought brands have a 'responsibility' to supply health content.
Health-related content is improving consumer opinion of the brands that offer it, the article said, but transparency is essential.
The second most-read article on this topic explored how marketers should approach the whole area of content marketing. Content marketing 101: Strategy, design, delivery, also from NewsCred, stressed the last of this trio, as without the correct distribution even the best content can get lost. Real-time delivery is one way to ensure reach, along with providing utility, the article advised.
The third most-read paper on content marketing – Nine rules of online content, by JWT's Tom Doctoroff – explored the role of content in the path to purchase and emphasised the importance of purpose and consistency.
Red Bull is often held up as one of the best exponents of content marketing. The fourth most-read piece – How Red Bull uses events and content to create brand lovers – looked at the energy drink's move into branded events and the role of content marketing in bringing these events to life on a global scale.
This particular aspect of marketing is also proving popular with B2B marketers. Create a B2B content marketing strategy, the fifth most-read content marketing paper, advised the use of compelling content within a clear strategy and with the flexibility to respond to events.
Data sourced from Warc