Content marketing is everywhere, and it becomes a common trend in business nowadays. As people are increasingly using online media to represent their digital identity, the best way for brands to engage with their audiences with is to create content they can use as their own social currency.
In today’s global era, every type of businesses can take advantage from content marketing. There are numerous tools and best practices on producing great content. However, we would still to propose a simple framework that looks at massively overlooked concepts that content marketing needs in order to thrive. These concepts are:
First of all, any serious business owner needs to position his/her content. They must be unique and offer a distinctive feature from the current condition. In other word, they must think on what makes their recipe ‘yummier’ than others.
Positioning your content is no different to positioning and marketing your product. Some will say that it is down to quality,and the solution is “to be careful”. Your brand might be putting loads of quality content out there, but you are competing with media companies that have content at the heart of what they do.
Your personality and tone are also an important part of your positioning. Innocent does a great job at conveying this warm, cute and friendly personality that makes people want to talk to them. Injecting personality into your brand always pays off in social media where people want to interact with you by choice.
You need to drive your content with passion. A shared passion with your audience is the best way to connect with them.
Whether you are in the business of music, mobile phones or curating art, you need to find that one thing where your business and your audience connect and thrive altogether. Client and agency relationships work best when clients and agencies are able to seamlessly collaborate. Clients can inject the passion for the product whereas agencies can bring best practices, measurement and paid media into the mix to ensure that the passion of the client is taken to its full advantage.
3. Paid Media
Often forgotten by many clients, paid media is an essential element of your content creation. Your video content might be amazing but there are still 72 hours of video content uploaded to Youtube every minute. Also, bear in mind it is always less amazing than you think due to cognitive biases that lead us to overstate the quality of the work we are involved with.
Your Facebook status update might be revolutionary, but on average, Facebook status updates reach less than 15% of your fanbase.
Paid Media should integrate with your owned media assets. If you have a Youtube branded channel you should still seed some of the videos through paid media to guarantee cut-through. And the same applies to tweets, Facebook status updates and blogposts.
Your content marketing needs to have a perseverance theme to it. It takes time to build a strong community. Also, content needs to be optimised and refined over time. You need to do a lot of research into topics and approaches that before you know which ones resonate best with your audience. A good understanding and analysis at post-level, as well as content tagging can help you tweak and refine your content.
Content plans are all well and good, but content curation and creation needs to be agile enough to change and adapt to what the audience favours.