Producing valuable content can be a difficult task, especially for those companies or industries that aren’t particularly interesting. So you take the time to make sure your audience is engaged in what you produce, but how do you make sure they take action? Here are three tools to make sure you are getting results from your marketing strategies.
We will start with the difficult task of developing completely original ideas. With the internet allowing us to share so much information, it is difficult to have 100 percent unique content which is why it is so valuable.
This approach may take too much time so if you opt to discuss a well known topic, do it in an original way. Whether you prefer an infographic or short video, format or produce your content in a way that hasn’t been done before. When people see original formatting (not necessarily original content) it is intriguing, making them want to share it with friends and discover more about your company.
There are two questions to ask yourself to ensure your content is relevant.
- Is it relevant to my target audience’s interests? Focus on the audience you are trying to call to action. Will they be interested? Is this something they would share with their friends?
- Is the subject relevant to my brand or specific product? If you produce something that goes viral, does it make others think of your product? Although it is great that your name is seen by millions, we are striving to be one step ahead and make those millions want to buy your product. Demonstrate a need for a product or a connection to the brand and consumers will have you on the mind.
Let’s compare a couple of short commercials that were shared all over the internet. First we have the T-Mobile Royal Wedding commercial. This advertisement had great timing which is why it did so well. There had been a variety of wedding dances down the aisle that were very popular and the royal wedding was coming up. This was a great combination that most people thought was entertaining. The problem is that I had seen most of it a couple times before noticing the T-Mobile flash at the end and realizing it was a commercial. Viewers have no strong desire to purchase any T-Mobile products after watching.
Compare that to the success of the Old Spice commercial. I was in college and remember Old Spice body wash being a regular topic of conversation at the men’s dorms. Many people were sharing the clever commercial on the internet and in response every guy needed to get some Old Spice products.
Producing content that raises eyebrows will ignite emotions and people will want to act on those emotions.
Do not get this confused with starting controversy. Do not get in the middle of a political battle or start a conversation that will drive the topic of conversation away from your brand. You want people to be surprised but not disappointed.
This is a great example of all three things we have talked about. It was put together by the Bill & Melinda Gates foundation describing poor sanitation in third world countries. Rather than trying to be proper and avoid the topic, they make poop the topic and aren’t afraid to let us know it! It is a bit surprising, making it memorable. Last I checked we all go number two whether we like to admit it or not, so it is relevant to everybody and it is different than all of the other emotional or dramatic non profit campaigns I have seen.
These tips will ensure that your content gives you a return on your investment. Utilize your social media accounts to share the quality content and encourage others to share it as well. Well produced content will be shared, increase brand awareness, and ultimately affect the bottom line when produced with the goal to inspire it’s viewers.