There has been much debate lately about who is best placed to deliver effective content (from a brand’s voice to a customer base), and also what comprises good content. What I will say about this is – content should be well considered (strategically led), well crafted (experts in that field) and effectively executed (via the right media channels). How it works for one brand or sector over another will vary.
Consumers are now being hit by a wide range of content (not simply delivered from a brand). It is being delivered from both free and paid sources, and from highly authoritative and expert curators or publishers as well as social and anecdotal commentators and individuals. It is one great big melting pot out there – more so in the online and mobile world.
In this pot, commercial (sales-led) content can jostle alongside credible or specialist and highly authoritative and creative sources. Possibly the worst thing a brand could do is blur any one of these boundaries, or distinctions, or simply cut corners. Great content is indeed well curated, well balanced and well considered, but fundamentally it also values the importance of our individual needs, and right of access and refusal to participate.
Let the content battle commence! So, what comes after a tectonic, techno-media shift? A battle for the middle ground. By middle ground, I mean the zone firmly wedged between above-the-line advertising campaigns, and through-the-line promotional activity – it’s that lovely “sweet spot” that branded content occupies – or does it? I’m sure there will be debate around this.
This critical middle ground is becoming the big battle zone for marketers (and agencies, for that matter). It’s a zone, or space, that customers feel really ok with engaging in. Why is this? Because, in that zone, you get a whole lot of great stuff going on – including branded content.
It’s all about WIFM! I will always argue that the success of branded content relies squarely on the concept of WIFM – What’s In it For Me? If a brand is willing to give me something and it’s something I can benefit from, enjoy or share, then I am more than receptive to it. Of course, the assumption is that whatever the product is (magazine, site, app, for example), it is a product that has value, expertise and authority and is meaningfully aligned or connected to the brand (giving it to me). I’ll leave the debate on authority and authenticity for another day.
One important ground rule to highlight, however, is that customers are made clear about the commercial context of any branded content – that the selling is well defined, and the informative or entertainment value is well meaning and makes sense when coming from that brand (or its association). Sometimes the commercial and entertainment value combine seamlessly, like an exciting architectural fusion, but mostly they better exist in distinction.
So, what is the secret to creating the best content or, even better, where to start when considering your content strategy? Well, now, that would be telling. But if you do want to speak to an expert, give me a shout @AgencyBelle. I will be more than happy to help out ;)
In the meantime, here are few starting points.
1. Know your customers.
2. Think about the kind of content you would meaningfully align or want associated to your brand.
3. Think about how you want your customers to interact with your content.
* Be educated or informed
* Be entertained
* Play with it
* Share it
* Be inspired by it
4. Consider the content mix:
* Pod & Vodcasts
* Case studies
* Interactive games
* Mobile content & apps
* Social content
* Research and surveys
* White papers
* Newsletters (electronic and print)
5. And check out my blog – Does your brand need a content MOT here:
6. This is also a great blog on 3 key pillars to successful content:
Ok, so you want to stay ahead of the curve? Here are a couple of corking buzzwords merging into the middle-ground of marketing, and my spin on them:
1 Media Creep: A juncture in your life, when you realise you have been hijacked by Social Media, and you are compelled to join TUS (Twitter Users Anonymous).
2 Post Advertising: An unusual and artistic uprising against inappropriate marketing emails, one size fits all TV commercials and cheap untargeted DM. A typical statement would be something like ‘OPT ME OUT’.
3 Physical Interactivity: It’s something you no longer do. It’s some where in East Anglia.
4 Videofication: A type of computer porn for troubled silver surfers who spend way too much time sharing crap gathered from YouTube.
5 Gamification: Similar to above, but essentially involves no skill at all.
6 Cloud marketing: When you go head-to-head in a virtual world to win market share that doesn’t exist, and acquire customers who are a figment of your companies data imagination.
7 SEO: Stands simply for Stop Excessive Obsessions…..like checking your email every 3 seconds, Tweeting in between that, and worrying about some old, not so interesting former school pal’s day on Facebook. Relax.
Have a relaxing weekend! ABx