We know that content marketing is a non-negotiable branding tool in the modern era where consumers value advice over advertising. But recent studies have shown that a fractional 5% of branded content garners 90% of total consumer engagement.
What does this mean for you?
The market is saturated and only the best content will rise to the top. So, how do you ensure your content gets seen? Read on to find out.
What is content marketing?
Content marketing simply refers to the creation and sharing of material that does not explicitly promote a brand but is intended to stimulate interest in its products or services. It can be in the form of blog posts, social media posts, videos etc. The modern-day consumer does not want to be sold to, they want to be taken on a journey. See an example from content marketing leaders Lululemon below.
1. Relentless focus on customers
Long & Co recently attended Australia's premier marketing event, Mumbrella 360, where we were lucky to hear from Bupa’s Head of Global Content Strategy, Matt Allison. Matt spoke about how he helped reposition Bupa from a health insurer who primarily used traditional marketing a to a content marketing powerhouse.
How did he do it? Matt spearheaded the development of multi-media content hub, the Blue Room. The site currently has tens of millions of users engaging with its content each year. Matt attributes the success of the Blue Room to one key tactic- all content must have a relentless focus on the customer and their pain points. With a clear purpose, “inspiring our audience to live longer, healthier, and happier lives”, the Blue Room has identified the key issues their target audience experience and aims to help solve these with content.
If you are a business owner or a marketer, Bupa has demonstrated that even in the most ‘boring’ of industries, you can create content that engages your audience. We recommend investing a small amount into market research so that you can gain a deep understanding of your customer’s key goals, motivations, inspirations and pain-points and then create content to solve their problems.
2. Devote as much to promotion as creation
So, you understand the importance of content marketing and have focused on creating high value content that has taken time and effort to generate: now what? Matt recommends devoting an equal amount of resources to the promotion of your content as you did to the creation. When looking into your marketing budget, it is imperative to include a significant cost for content promotion. The good news is, Facebook and Instagram are still extremely cost effective in terms of paid content so even a $100 spend can ensure your blog, video or post reaches thousands of targeted individuals. This way you can ensure all your hard work does not go to waste!
3. Personalisation at scale
During Mumbrella 360, we listened to approximately 20 experts speak about marketing and noticed one common theme across all speakers: today’s audience values personalisation. Gone are the days of “one size fits all”. Whilst we agree with the sentiment and tailor everything we do to our audience, we had one question: how do you personalise at scale?
We had this questions answered by Ed Pank, Managing Director of WARC Asia. WARC is a unique resource relied upon by major creative and media agency networks, market research companies, media owners, advertisers and business schools, to help tackle any marketing challenge.
Ed spoke about how companies are using real-time, multidimensional data to allow for one-to-one marketing on a huge scale. He used the creative and humorous example of Snickers’ Australian ‘Hungerithm’ campaign.
The campaign centred on Snickers' famous catchphrase, “you’re not you when you’re hungry. Have a Snickers”. By utilising an algorithm that gauged the mood of the internet and dropped prices of the chocolate bar in 7-Elevens across the country, the campaign aimed to, 'make everyone a bit happier'. The Hungerithm was built on a 3,000-word lexicon that analysed around 14,000 social posts a day. If you had the Hungerithm app, when the internet was deemed angry, you would receive a notification that prices of Snickers had dropped at your local 7-Eleven store and would receive a special barcode to receive the lower price. The campaign saw a massive 1740% increase in social traffic for the brand, along with a 67% increase in sales over the period that the campaign was running.
Genius? We think so.
Whilst a campaign of such large proportions might not be necessary for your business, you can still delight and surprise your customers with personal experiences. Highly sophisticated CRM software and powerful data-analysis tools allow for highly personalised experiences at scale. Please get in touch if you would like to find out more.
The solution is simple: publish information that will solve your customer's problems, devote a large chunk of investment to promotion and personalise your content for different segments of your market.
We thank you for following this article and we hope it is helpful in your content marketing strategy.
If you have any questions about marketing in general, please get in touch.
About Long & Co
Long & Co is a marketing company based in Newcastle building local and big city relationships. We have one purpose and that is to help our clients go to the next level by unlocking their marketing potential. We do this by partnering with our clients, starting with strategy and then skilfully implementing.
Our expertise in strategy, creative, production and media delivers work that drives actual business results. We market for today, we love emerging technology and we grow because our clients do.