Confused consumers are not finding it easy to cope up with the wave of content flooded by brands, keen to market their products and services through as many mediums and format as possible – websites, blogs, online magazines, Twitter campaigns, Facebook profile pages, YouTube channels etc. The question to be asked is: Are brand managers over-estimating the extent to which consumers can digest content?
What are the aspects to be kept in mind while pursuing your content marketing plan:
1. Keep your message to the point
Keeping your message either on a website or on your Facebook page precise is of paramount importance. Brand managers often find it difficult to keep the message short and to the point. Users including your prospective customers usually prefer multi-media content – a judicious mix of photos, audio videos and informative text. In fact, they can find long essays on the site, preaching them about the benefits of a product too distracting. Treat co-creation as a democratic process, and not as a monologue about your brand’s grandiose achievements.
2. Emphasis on a holistic user experience
The site should focus on creating a holistic user experience that encompasses tabulated summaries, photo galleries, well-presented catalogs, short videos, feedback and review section etc. They won’t like to scroll down content files, especially if they are checking the site on their mobile device – smartphone or a tablet. While shopping on the move, customers seek quick information. The mobile platform is not suitable for long copy reading. At times, they just want to click and buy because they already have made up their minds.
3. Make use of media optimally
Some brands can be faulted for losing focus and drifting away from their core goals or the end objective by overloading their marketing strategy with scattered content bits across media and forms. Businesses often set unrealistic goals and complicate the digital content mix. This is because they feel the stuff must be innovative, break-through and unique every time. What matters the most is whether or not it answers a specific need. Many campaigns become copy-heavy, whereas what is being sought are easy-to-follow, quick and basic explanations to customer’s common queries.
What they get to read should not only be shorter but also must be supplemented with a variety of forms – slides, audio files, and video content – that can interest them and which can prompt them to discuss as well as share it online. This way you can grow your audience gradually for consumption of branded content. It demands a little bit of encouragement or nudge for users to send in their own content.
However, the quantum and depth of it will vary from one sector to another. Not all domains will generate the similar levels of interest. For example, automotive, fashion or electronic goods industries tend to generate greater consumer participation in the process of content creation. They are more willing to take part in social-media commentary, leading to co-creation campaigns.
