If Content Marketing Matters to Engagement, Then What’s the Right Tool?

October 26th, 2015 Posted by digital tools, Insight, Retail brand building, shopper behavior, Uncategorized 0 comments on “If Content Marketing Matters to Engagement, Then What’s the Right Tool?”


This should not be a surprise, but when it comes to engagement and shareability, two primary measures of effectiveness in content marketing outreach — video stands as a leader among tools in the tool box.

Consumers like to watch…

It makes sense that video would be a key component given its ability to bring real-world experiences to life. The medium combines words, pictures, sometimes music to engage and hold attention.

How fast is video growing? Total engagement with video is up 255% over the last year. Is video a focus and leading part of the go-to-market plan? Are we looking hard at the role this platform can play in brand communications? At Emergent we are big believers, and every time we turn around more data surfaces to show its importance.

Equally important in social channel strategy

Video consistently shows up as the best way to engage in social channels. If we’re fishing where the fish are, and social channels would be an important place to play in that regard, then video should be a strong component in how those plans are formulated.

Then what’s the best approach?

According to Sharablee’s recent performance study, content in social channels that serves the objective of help over hype – a popular mantra here at Emergent – is the right path. Gaining knowledge, usefulness and re-living experiences form the three pillars of practice in video strategy.


So, to answer the earlier challenge is video getting enough investment in the overall engagement plan? The answer is most likely no. But the evidence bears out that efforts to build a deep platform in this content area is critical to outcomes.

Sephora retail chain may be one of the better examples of ‘help over hype’ as they provide a broad array of relatable video content across their owned and social channels to inspire, guide and engage.

We can’t think of a more suitable business category than food and beverage to invest in video storytelling. The medium is appropriate to telling a brand’s higher purpose mission story, as well as conveying investments in sustainability, ingredient integrity and craftsmanship. Moreover, we’re able to bring to life the emotional attachment people have with food experiences and creativity in the kitchen.

Emotion matters and there’s no better or more powerful way to do it than with video.


Bob Wheatley is the CEO of Chicago-based Emergent Healthy Living. Emergent provides integrated brand strategy, communications and insight solutions to national food, beverage, home and lifestyle companies.  Emergent’s unique and proprietary transformation and growth focus helps organizations navigate, engage and leverage consumers’ desire for higher quality, healthier product or service experiences that mirror their desire for  higher quality lifestyles. For more information, contact [email protected] and follow on Twitter @BobWheatley.

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