Stephan Beringer, CEO at Mirriad shares a few content development best practices for marketers in this short catch up:

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Welcome to this MarTech Series chat Stephan, tell us about yourself and your role at Mirriad.

As the CEO of Mirriad, I feel like being the captain of a highly skilled team that shares the ambition to bring a game changing solution to the world of media and marketing.  My role is about openness, listening and learning in the first place, which allows me to blend long-term disruptive thinking with implementable strategies, operational rigor and a highly inclusive culture.

How have you seen B2C brands change their content creation game today to help differentiate themselves and stand out in the marketplace?

The advertising industry is constantly changing and evolving. Brands that are shaking up the scene to stand out against the competition are focusing on creating content that’s relevant for their targeted audiences and effectively merging creative, data and technology during the entire content creation process. Testing and learning, and the courage to deliberately fail, is an inherent part of this process and the main recipe for the discovery of growth.

How can marketers in general, across the B2B and B2C realm build more creative content (in terms of how they present content via innovative videos and other mediums for instance and how they can capitalize use of different online mediums to their advantage)?

Content is an ingredient of experiences, and peoples’ experiences are what brands have to be part of, to genuinely succeed.  Marketers across the B2B and B2C space should invest in solutions that weave brands into films, television shows, music videos and even influencer content in post-production so they become part of these highly engaging experiences rather than standing on the sidelines. The opportunity is massive, and now is the time to get into it and occupy peoples’ head- and heart space.

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As digital marketing trends change and customer behaviors in terms of how they consume content change, what should marketers keep in mind while building out content plans and campaigns?

Marketers should keep in mind that their content must resonate with global audiences to combat avoidance and negligence. Adding value while not disrupting the experience, is definitely key. There’s something around experiencing seamlessness that is really important to understand and apply.

A few predictions you’d like to talk about for the future of marketing?

2021 was (yet again) defined by viewers’ control. New platforms and services give viewers more choice and control over their viewing experience. This dynamic will continue throughout 2022 and beyond. Shifting viewership to non-linear platforms creates more fragmentation and measurement challenges. Audiences are seeking content that is compelling, accessible and doesn’t inundate them with long ad breaks and interruptive ad formats. Viewers skip ads whenever the opportunity exists. Audiences are flocking to SVOD, Streaming and FAST channels that offer no or low ad loads. Many platforms will increase ad load and insert traditional formats that viewers detest, which will proliferate the migration and the descent of attention. This dynamic will exacerbate the current challenges for marketers and distributors.

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• People want great experiences, and brands should be part of them,
• Growth hides in the unknown, something to remember when thinking about what data and creativity can do,
• Great teams with multiple skills will deliver great success