Delivering the right content, at the right time, to the right audience, on their preferred platform calls for a solid plan. There are more devices and platforms emerging every day (Google Glass, smart watches, live streaming marketing etc). That complicates matters. To help you navigate the digital advertising space, we have listed our top 4 tips on how to create powerful content online.
1. Less Marketing, More Meaning
Marketing is no longer about the stuff you make; it’s about the stories you tell. Your brand’s values and personality can drive a fantastic engagement and customer experience.
The key to online marketing is meaning. And meaningful content is an adventure. To get inspired, have a look at the “Joy Will Take You Further” campaign by Johnnie Walker.
Most brands we work with understand the impact of high-quality content, but have a hard time creating a unified approach across all marketing platforms. The truth is, there is no one-size-fits-all approach. The same way, a business should not try to be all things to all people.
2. Plan and Analyze
Meaningful content starts with knowing your customer base, their favorite topics, formats, search lingo or the channels they use to discover information. Your customers may not follow you on Twitter, but they might really look forward to your Instagram and Pinterest boards.
Be clear about your purpose, what are you sharing and why are you sharing it? Are you solving a problem? Are you creating entertainment? Are you building relationships? Are your customers learning something new? Whatever your strategy, plan in advance and stick to your brand positioning.
3. Become a Storyteller
Storytelling is one of the most powerful ways to breathe life into a brand. Instead of writing content, think of creating dreams. Craft visual journeys that establish a personal connection between your product and its audience. Relate company adventures that are authentic and inspired.
A brand is a matter of perception. Psychological studies have found that our attitudes, fears, hopes, and values are strongly influenced by story. In fact, according to psychologists Melanie Green and Tim Brock, fiction seems to be more effective at changing beliefs than written arguments and evidence. To people, a good story always seems like a gift as it drives our emotions. Storytelling holds magic at your fingertips. Use your powers wisely.
4. Keep it Snappy
Use promising headlines, striking visuals and easy on the eye text formatting. The content you provide needs to be useful, creative and carry some sort of call to action. Explore ways to keep the information interesting and even funny.
No matter what you do, if you jumble everything else, simply remember: the customer comes first. Personalized marketing is a powerful way to deliver your message. So make your message about your audience.