Content marketing is a good way of deepening engagement with (prospective) customers and to break through clutter. This has lead to that some brands now are behaving like media companies, visit Coca-Cola’s YouTube account and you will see what I am talking about. But to be good at this you have to turn away from conventional self-promotion which has been the standard for a very long time. Nowadays you have to create content that people actually like watching and the best thing is if you come up with so good material that your customers wants to share it with their friends.
But how to create great content marketing? According to an article in eMarketer you shall:
- Create value
- Tell a story
- Choose the right channel
- Build traffic
But the article says that the key is for brand marketers to put themselves in their customer’s shoes. I agree, but be certain that you put on your target groups shoes; if you are not in the target group this might not help and can actually be harmful. Look at what your target groups media habits are. What other web pages are they visiting and what do they “like” and share for example. You can compare yourself with competitors to see if they do something good that you don’t to get inspiration. To me, the most important thing is to be constantly updated about what your target audience does and care about – that will give you inspiration and relevant facts that you can use to connect with them in a tailored way. Listen to them and make it easy for them to interact with you – make it fun for them to follow you!