"Marketing content" was supposed to promote brands and companies through information, drive to action and persuasion. In practice, these are often rather boring contents that the customer may be satisfied with, but few consumers will waste time reading them or remember them later. So what kind of content should companies invest in?

This was probably a chronicle of a foregone death: marketing through internet content and not just through advertising, actually became content written by marketing people and not content people. The result is a mix of rather dull messages, which surfers recognize from thousands of clicks away, and do not want to touch them, not even with a virtual stick. Content is without a doubt the most effective means of arousing consumer attention, also in our opinion (link to content every brand has a story). It's just that we prefer to approach it differently: less production of marketing content whose essence is product promotion, and more promotion of the interests of the brands we represent in legitimate media content. Sounds complicated?

There is no need to produce "marketing content", but to understand that all content is marketing content

Would readers be interested in knowing about the dangers inherent in children's costumes for Purim? Will you click on an article that deals with ways to raise a smart baby? You will agree with us that you will probably be interested in an article about a new study on the effect of the city you live in on your weight. These are the types of content that we at Maximedia strive to produce, each of them promotes our firm's clients in creative ways that create contact and trust thanks to value-added and non-commercial information.

This is content that includes surveys, studies and data carried out by our clients, an interview with the director of the development laboratories of a company that we represent as an expert, or the presentation of a product as part of the solution - products and services of Maximmedia clients are integrated into the media agenda, merging into articles, investigations, recommendation columns and consumerism.

It is indeed a complex craft. In order to manage it successfully, you need to understand the media mindset well, maintain continuous contact with reporters and editors, and feel which topic, coverage angle and language will suit which channel - and which timing.

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The importance of gatekeepers

In an era of information inflation, consumers are looking for ways to filter quickly - to get to the information that is most relevant to them, and to do it in the shortest possible time. In order to do this, we all use human filters - be it a journalist we trust, a magazine we keep up to date with, or A celebrity we follow on Instagram: They all do, basically, the same job.

To illustrate: if I am a consumer interested in buying a pair of sneakers, and I start searching Google for recommendations organically, I will probably spend at least half a day reviewing different recommendations. In such a case, I will look for what are known in communication studies as "gatekeepers" or "opinion leaders" - professionals whom I perceive as experts, and whose recommendation I will trust much more than others, assuming they have checked, filtered and selected the best.

Therefore, not only the quality of the content in which the product or brand is integrated is important, but also the platform on which it is published. Classic marketing content tends to be published on less legitimate platforms than 'real' content: in sponsored complexes within the major media channels, in niche media channels or as content in the brand's digital assets. At Maximedia, we strive to introduce content that promotes the brand's values into central communication channels, in the 'legitimate' content locations (which are not sponsored), since the credibility of the readers in this type of content is the highest.