Consumers want brands to connect with them in less-intrusive ways – which is why having a content strategy is so important, according to Eric Levin, chief content officer at Mediavest Spark.
Speaking in the final instalment of a five-part video series at Cannes Lions, in association with Publicis, Levin reveals how brands can build “better content programs” if they start from the right foundation.
“Brands are constantly looking for ways to connect the dots along the consumer journey – again starting with that strategy and feeding through that amazing creative that’s now possible with content,” he says.
When asked about how content and strategy can work in tandem, he says everything starts from insight.
He explains: “You have to uncover something so important to that consumer and from that is born an incredibly solid strategy. From there, you are then able to come up with ideas that actually [deliver] meaning and value to those consumers. Because you are rooting it all in the data, the input and insights and ultimately lathering it back to something we call the north star or that strategic foundation from which all parts of that plan need to run through.”
Watch his full interview above.