When creating content is the right marketing solution, and how to set yourself up for success.
Content: Marketers’ Definition vs. Consumers’ Definition
The word “content” is used very liberally in the marketing world. It can mean anything from a short 0:30 second TV spot or small online banner ad, to unique editorial or a custom mural commissioned by a local artist. Consumers, on the other hand, have a much more narrow point of view. They believe that marketing content must have a purpose and deliver value - value can be literal (perhaps a coupon or promotional code) or perceived (new information), but the purpose is what matters most in the decision to pay attention or - more frequently - tune out.
Sounds complicated, right? Well we are here to help. Over the next few weeks we will tap into our expertise and provide helpful recommendations and best practices for creating consumers’ definition of marketing content. Before we get more specific in the weeks ahead, let’s take a step back to understand when content is the right marketing solution and how you can set yourself up for success.
When is content the right solution?
Quick rule of thumb: use content to inform or entertain your customers. Below are just a few scenarios of when you’ll want to create impactful content to reach your customers. Note: this is not an exhaustive list!
Tell your unique brand origin story
Provide, or sponsor, a unique perspective on your industry
Introduce advice from thought leaders
Create an emotional connection that builds brand love
Reach a new target audience with your brand messaging/value
Delivering an immersive experience
Introduce a new product, solution, or service
Promote your company’s mission
Highlight the core benefits of your brand and products
Differentiating your brand’s unique value vs. the competition
Introduce best practices for using your brand and products
How can you set yourself up to succeed?
The first step is understanding what success looks like for your company, and how you’re going to measure it, from both a qualitative and quantitative perspective. Once you’ve determined your objectives, take a step back to understand how everything is related and which are the highest priority. Use these priorities to establish a key metric that can be tracked as a lead indicator of your success - this can be reach, views, clicks, engagements, etc...and will ultimately inform the type of content you choose to create.
...but more on that next week!
Email us at firstname.lastname@example.org if you want to learn more about creating effective content to drive awareness for your brand, or click below to sign up for the webinar discussion!