‘Content is king’ – head of Dennis Digital on why publishers play an ‘unrivalled role’ in the content ecosystem
Speaking to The Drum, Hood explained that though the other cornerstones of Dennis’ business – monetisation, distribution and technology – were fundamental to the publisher’s success, “content is king”.
“We’re in the business of providing engaging content to readers when they want it, how they want to consume it and on whatever platform they want to read it on,” said Hood. “There will always be a place – and therefore a value – for content that is relevant, useful, informative, interesting, engaging and entertaining. Premium publishers play an unrivalled part in the fast-growing content marketing ecosystem.”
The latest research from the Chief Marketing Officer Council (CMO Council) revealed that more than a quarter (26 per cent) of all marketing spend in the US is now directed towards custom, branded content, a milestone that Hood points toward a “huge shift” for an area that “was so small it didn’t show up at all just a decade ago”.
“At Dennis, we’re consistently monitoring the changing ways that content is being consumed in order to be able to respond in the most appropriate ways to best serve our readers and to create the most effective solutions for advertisers,” explained Hood.
As brands struggle to get to grips with the world of content many have turned to vloggers and YouTube stars to help gain traction. A move which Hood believes can be “a very valid approach” citing Asda’s partnership with Jim Chapman as a prime example of this, bringing Chapman’s 1.5m subscribers to the supermarket’s Mum’s Eye View channel.
“For Dennis, our portfolio is made up of hundreds of experts in technology, automotive, lifestyle and fitness who provide authoritative and trusted voices about products and ultimately empower readers to make informed purchasing decisions,” he added, pointing to the recent Škoda Fabia interactive video player on Carbuyer.co.uk as evidence.
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