An interesting post about content marketing
Even that is not a simple and easy thing to do. We’ve seen — on a constant and consistent basis — just how hard brands struggle to get the right type of content into the right channels to see any type of movement happen. It’s still few and far between for most, as they grapple with defining what success (or ROI) looks like in comparison with their traditional advertising measurement models. With that, too many brands dismiss the myriad of other reasons why consumers like what they see. In the end, having great content or great advertising is a fraction of the work that defines success for a brand.
What else are consumers looking for in a brand?
It’s not just about valuable content, but how that content is cased for them to actually derive a true benefit from it. The content that goes into this case is critical, but until a brand knows how much of a utility their apps, websites, or wearable technologies are adding to their consumer’s lives, it will be hard to break through the clutter.
Think about the “slide to unlock” functionality of smartphones versus the old days of multiple button combinations to get your device into working mode. The easier it is to navigate and use coupled with the valuable content will build more loyal consumers.
This isn’t just about mobile either. So few brands spend any semblance of time designing better experiences, that we wind up having two instances occur: One, a general homogeny, where it’s hard to tell the difference between one brand from another. Two, a brand that believes design is at the core and is able to create such a chasm between themselves and their competitors. Content surrounded by poor design is poor content.
Sadly, most of the branded apps don’t follow the notions being put forward here and relegate themselves to narcissistic tendencies. They’re looking to pimp and shill over utility, functionality, design, and integration. Consumers love and want more apps. Apps are the new websites. Brands need to get used to this.
6. Alerts and notifications
Consumers do like alerts and notifications that are valuable. Don’t forget about that. And don’t be annoying. Remember, this is a very sensitive issue. Brands are trying to add value with alerts and notifications, not bulk up on impressions.
In the early days of blogging, I used to say that the biggest difference between traditional media and blogging is that in the traditional world, the last period at the end of the last sentence is the end of the piece. In digital media, the last period at the end of the last sentence is where the story begins. Having great content without building in the hooks for people to have interaction, social play, and commentary renders the content neutered.
8. DistributionThis is something that I have blogged about on countless occasions. Content without an even stronger content distribution strategy is useless. This is a hard one for brands to understand. They want to control the content on their own platforms. Great content wants to be free. Brands can help with this.
It means breaking down the walled gardens and finding new and interesting places where customers (and prospective customers) play and connect, and to get your content into those channels of distributions. Think about your industry trade publications or other, more adventurous, places for your content to live and breathe.
So, are you still just worried about the content side of things?