Dealing with content conundrum is getting trickier, as businesses are trying to reach maximum possible audience base to enhance conversions. In their quest to bombard to consumers – both prospective and existing – some brands run the risk of diluting their message; need of the hour is clearly to produce quality content and focus more on targeted message instead of putting too much emphasis on the amount of content produced that can have a counterproductive effect and end up distracting many consumers.
In an earlier post, we’ve grasped certain key elements of a content marketing plan, namely keeping your core message precise; building a holistic user experience; and making use of media in an optimal way so as not to wean away the end user. Here are a few more aspects that can play a role into making it a powerful marketing means:
Clearly define your goals
Co-creation as a democratic process carried in conjunction with your prospects can prove to be mutually beneficial – from point of view of both the businesses and the customers. Of course, you need statistical evidence whether such ideas actually lead to greater conversions, higher sales and more profits. Conversely, if the underlying aim is to create a buzz about your brand and not necessarily driving sales, co-creation campaigns serve as a perfect launch pad for any new offering.
How much content is enough?
Though co-creation campaigns are clearly in favor, the key issue that needs to be addressed by enthusiastic albeit inexperienced marketers who often go overboard is: how much amount of branded or even user-generated content is perhaps too much?
Measuring the visible impact of niche branded content in terms of ROI or its impact on actual sales is a touch difficult. Most marketers tend to approach content creation strategy as part of a larger brand-building exercise, rather than treating as a direct sales driver. But caution is warranted while pushing it beyond a point – too much and too soon.
Don’t excessively harp on your brand values
When Eurostar unveiled its in-train magazine a couple of years ago, the publication was primarily seen as a brand building avenue. Metropolitan aimed at boosting customer loyalty and espousing the values of a high end lifestyle, newsstand magazine. The articles featured in English, Flemish and French target visitors to London, Brussels and Paris suggest a marketing strategy based on the premise that it’s about the ability to discuss things your brand symbolizes, but you cannot simply bombard people with those brand values.
Instead of harping on them, making content too promotional, focusing on ‘selling’ a product , pay attention to producing content that will interest your readers , in turn your prospective customers. A sensible approach would be to subtly promote your brand, rather than brandishing your brand values. In a nutshell, use the social content flow for reinforcing what you can do for customers and how it can satisfy their needs. Project your brand as a service oriented and socially responsible entity.
