Content is King!
Content Marketing is constantly evolving and now, more than ever, it is important to become more effective in your efforts. Brands need to produce different types of content as new formats emerge. For example, Instagram recently added the Canvas Ad Format to Stories as it has been effective on it’s parent company, Facebook. This allows brands to utilize Facebook’s fast-loading full screen Canvas format and keep users within the app. In addition to new ad formats, data is becoming more and more prevalent in today’s marketing efforts. It’s one of the main reasons social media marketing is so successful. Data simply allows your content to be seen by consumers who are interested in your product or service. This still requires content to be consumable and engaging, otherwise all your other steps are pointless.
Achieving success in anything takes planning, promotion and execution. Why should it be any different for content marketing? It is important to write out your plans and then revisit them when you need to make changes due to data or other circumstances. Clearly defining your objectives, allocating the resources, promotion (if any), and how to measure success are all a part of your planning process. This process may include checking out what your competitors are doing and making sure your brand creates better content. Quality content leads to better SEO results and places you ahead of your competition on all levels. It also ensures that everyone is on the same page and that you are set up for success.
This all sounds easier said than done, so let’s look at a few examples. Twitter has been a hotspot for brands to gain popularity, as seen with Wendy’s when they went viral for roasting its followers. Denny’s has quickly joined the ranks of brands using the same tactic. However, they have kept the quirky/silliness and expanded it to other platforms like Tumblr. They share weird and bizarre tips on alternate ways to use pancakes. Denny’s Tumblr page is a stream of non-stop jokes and relevant content that’s fun for everyone. They have stayed true to their brand and in return have a loyal fanbase eager to share their next post. Another example is Whole Foods with their blog/news content on their website. They embody the notion that they aren’t just a grocery store, but a lifestyle. They publish articles on how to save money but still eat healthy. The inclusive content not only attracts new customers and creates lasting connections, but also stays true to their overall mission. The moral of the story is that your content should stay on brand, be fun, engaging, and most of all consistent.