Saturday, December 15, 2012

The 3 Players in Content Marketing

Want to reach that guy staring at his laptop in Starbucks?

How about that lady furiously thumbing her smartphone?

Or that cute kid endlessly swiping a tablet?

The answer? Create great content.

In a world of endless screens large and small, compelling content will be key that unlocks doors. In developing content, however, one must consider the perspectives of three key players in the game.

I will go through each of these in turn, beginning with the most important.

Customers

Customers, like content, are also kings.

The world doesn't revolve around your enterprise and what it does. Nobody (beyond perhaps your chairman, CEO and Marketing Director) is interested in reading a "how great thou art" digital brochure. Corporate drivel is about as exciting as watching a tree grow.

Instead of piling on more press releases or accolades, why not focus on your customer's needs, wants and desires? Provide content that entertains, informs and helps your customer. Build communities that address issues which are related to your products or services.

A cooking oil manufacturer could offer healthy recipes and cooking tips. A grocer could provide ways to maximise one's trip to the supermarket. An accountant could supply tips on managing one's cash flow.

Opening Ceremony of Singapore YOG 2010

The keyword here is relevance. Is your content meaningful and useful to your customers?

Connectors

The next stakeholder you have to consider are the connectors.

Also known as the influencers, these are the media owners, forumers, bloggers, YouTubers, Facebookers, and Twitterati who shape opinions. They are the "sneezers" who can help to trigger waves of influence to your target audience.

It is critical to create content that will carry weight with these influencers. Provide a reason for them to spread the word in their respective digital and physical real estates.

Develop fresh hooks and newsy developments that are buzzworthy. Consider how you can make it easy for them to share your content. Use images, videos, and sound bites to make it more multimedia.



Courtesy of Business2community

Most importantly, however, you need to ensure that the content resonates with these influencers. You should also cultivate relationships with these stakeholders such that they're more willing to help you.

Company

Last, but certainly not least, consider how your content relates to your business.

Sure, it'd be great to churn out tips on fixing your home appliances or cooking a great pasta dish, but what relevance does it have to an insurance company? Sexy music videos of the latest K-pop stars are swell in generating traffic, but have little relevance to an education provider. On the other hand, they may be great for a retailer of MP3 players or other mobile entertainment devices.

A great example of a company with good relevant content is Blendtec with its unforgettable "Will It Blend" videos. Through the clever use of entertainment, humour and a little shock appeal, Blendtec has made its blenders stand out from its competition while showcasing their prowess in pulping anything under the Sun.



Like Blendtec, ensure that your content generates a return to your business. Creating great viral content isn't enough if it does nothing to drive interest and eventually revenues for your business.

Spend some time today understanding the motivations and needs of your three primary stakeholders. By doing so, you'll be able to generate content that is meaningful and relevant to your customers, resonate with your influencers, and profitable to your business.
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