The reality of digital marketing is without appeal: 60% of the content created by companies is underperforming. In other words, it is considered by customers as irrelevant or useless.
In order for your company or brand to get the attention of consumers, it is essential that the content you put at their disposal offers something unique, bring real added value to their lives. Failing that, and as with nearly three-quarters of the companies, your brand would pass, so to speak, completely unnoticed.
A good content marketing, on the other hand, allows a brand to have a better impact on consumers. Some of them excel at telling their stories through intelligent content, which is both interesting, relevant and optimized, and can create a sense of belonging among consumers.
Determine and share the values of your brand
It is necessary to define the fundamental values on which your brand or company can and wants to rely to share a vision with its audience. You have to make a stronger connection with her by giving her something that she can be part of. What causes do you want your brand to defend? What problem (s) do you help people solve?
Your brand does not have to be environmentally friendly or politically engaged to defend a cause. It may be to defend a value or a philosophy of life. Determine your values, formalize them in a few words and keep them in mind every time you create content, to make sure it helps promote your vision, and engage your audience.
In the image of Nike, undisputed master of the message of “motivation”, especially on social networks. For decades, the brand has been encouraging millions of consumers to adopt an active lifestyle and boost their confidence and self-esteem. The valorization of the inner strength is a key value of the sportswear giant.
Any content you produce – whether for your social media, email or website – should help your audience understand and adhere to the very essence of your brand. Which means that you must make sure that everyone involved in creating, curating, editing or distributing your content understands how you want your brand to be represented online and reflects it in all content produced and shared.
Distinguish brand promotion and promotional content
Recall that creating content to promote your products or services does not mean that your content should be about your products and services. Before seeking to attract visitors, links and shares to ultimately increase your sales, your content must first respond to the needs and interests of your prospects. They must, as such, be carriers of knowledge, advice, entertainment or inspiration. Without consideration.
Companies obviously need promotional content – advertising, product placement, sponsored publications … – to promote their products. But in a strategy of content marketing, you have to know how to use them in a subtle way. And above all, ensure that they do not distract your audience from the main message you want to broadcast through your content. Do not give your brand the main role in your content.
In the United States, the Denny’s restaurant chain has chosen originality and quirky humor in its content marketing strategy, promoting values of simplicity and lightness. In the screenshot below, the product is clearly visible, but it is staged so that it can serve a broader purpose, focused on the values of the brand and not on its menu.
To make sense of your content marketing, it’s important to make sure that every content you publish has a specific goal for your customers, while staying consistent throughout the publications. Do you think Denny’s would be better off publishing blog posts promoting a healthy and balanced diet? No, of course! Although this would be good advice for its customers, it would be completely out of their value system, and would mostly disconnect them from the brand.
Well-known brands have understood this: content of quality and value is an inexhaustible source of brand benefits. It allows generating leads, but above all building and maintaining a great online presence and brand reputation.
Rather than viewing your content strategy as optional or secondary, use it as a way to perpetuate and reinforce your company’s values, and to be recognized as an organization that is aligned with the needs of its customers.