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Content marketing. Now in its heyday, the approach drives market awareness, lead generation and, at its best, positions companies as thought leaders. However, in the noisy jungle of content, there’s a huge difference between authentic, engaging content that deepens brand proposition, and content for content’s sake.
To help you distinguish that difference and kill it with your content, here’s our three secrets of ferocious marketing.
Content that doesn’t engage with your audience will never resonate. It’s the equivalent of talking without actually saying anything, like a high school kid rambling through an oral exam they haven’t prepared for. And that isn’t useful for any brand trying to convert consumers. There’s a tendency for marketers to create content that doesn’t reflect their brand’s core purpose. The content has been created without the marketer really thinking about its purpose or putting themselves in the shoes of their audience.
The brand’s values should guide any content you produce, from ideation to creation. Meanwhile, there should always be an aim of creating something that’s authentic and meaningful for the audience; successful brands understand and utilise their audience’s personalities and preferences.
With social media so prevalent nowadays, content is ubiquitous. So, the four Ps of marketing still apply – purpose, positioning, product and performance. Brands need to make messages relevant and appealing to the public or risk simply adding to the noise. This is especially true for small businesses who aren’t lucky enough to have handsome budgets to play with.
There are three key types of content at the disposal of businesses that can capture and hold the attention of an audience:
Hero – Content that businesses tend to invest the most amount of time and resources in with the hope of attracting a lot of traffic. Hero content is essentially a way of showcasing a business’ biggest news – or it can be the big news itself. For this reason, hero content should be delivered on occasion, not daily.
Hub – Content that’s most relevant to your main audience. Examples could be in-depth blog posts, a weekly podcast or video series. In summary, hub content engages a loyal, regularly returning audience.
Hygiene – Content that keeps the brand active. It can include content like company updates or third-party news. Hygiene content is intended to increase brand awareness through frequent posts and presence.
Some of the most effective content comes from marketers thinking quick. Creating a clever response to a trending topic or discussion can do wonders for a business’ brand recognition. But it’s important that the response is in keeping with the spirit of the brand.
A great example was seen following last year’s Oscars. Remember when the wrong Best Picture winner was announced? The eyewear company Specsavers acted fast, adding to the conversation with a post reading, “Not getting the best picture?” along with a photo of an envelope featuring the caption: “Should’ve gone to Specsavers”. The witty response was on point, on brand and audiences loved it – a victory on all fronts.
Content Strategy & marketing shouldn’t be hard. When creating a content plan, it’s crucial to take a step back and think. What does the brand want to say? What does the audience want to hear? And how can you create something that’s both interesting and relevant while staying true to your brand?
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