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By using its predictive data, Weed says Unilever was able to have content ready before people knew what they wanted. If brands can harness that utility, offering people a service they really want when they want it, then that becomes an easy business case for content marketing. 6. Don't pigeonhole your audience “There are more similarities between a young boy from Shanghai and a boy from Sao Paolo than between either of them and the boy's father or grandfather,” Weed notes. With 1.9 billion millennials worldwide.

Assuming that they will all think the same when they are 45 as those who are that age today is a serious mistake, explains Weed, and “understanding this large target audience is necessary and exciting.” ”. Similarly, Visa's senior vice president of marketing in North Digital Marketing Service America, Lara Balazs, defends that human beings are global and that there are people from all over the world with many more interests in common than what "marketers" believe . Jonathan Mildenhall, head of marketing at.



Airbnb, says that during his time at Coca-Cola there was a focus on why markets are different. “I think the human race is much more similar than different. Politics in organizations lead us to believe that this is not the case. “In a young organization there is no inherent institutional friction that creates big ideas of scale around a company.” Finding an angle for your content could lead to pigeonholing people as target consumers. However, with digital platforms now the home of content marketing.