A lot of content is created for the sake of creating content
Every organization now does 'something' in content marketing. Whether this is an article, press release or customer case. But is it relevant? Are your contacts (always) waiting for this? It has become a fixed component within the marketing mix. Organizations even appoint people who are primarily responsible for creating and sharing as much content as possible.
What are the chances of standing out if everyone else is doing it? A few things stand out to me:
The consumer determines his own route, for example through a busy social life. The consumer will find you. As an organization, you should not push, but attract people to you.
Using your own employees as a communication channel: it works.
The consumer is not led by a nice marketing story. Meaning of the content is the new status. It is no longer about the brand and you do not have to be a hero , as long as it is relevant and has meaning.
As soon as the viewer feels that it is an advertisement, the effect is gone.
Do it like Tele2 ( Fun Rebel ). Everyone had how to find singapore phone number an opinion about this, but people recognize themselves in this, no fuss.
Play on feelings, like Tony's Chocolonely does by drawing attention to 100% slave-free chocolate . Or Eneco, that it is 5 to 12 with our planet. A person is sensitive to that.
Good content marketing is an art. Supermarket chain COOP suddenly comes up with a brand campaign after years, while we never heard anything from them before. Is this credible or is it a 'waste' of the investment?
Video is on the rise, you can see the expressions, emotion.
Reliability: do what you say and say what you do. This is of great importance to the consumer.
How do you ensure that your content stands out and is read?
Below are six tips to help you stand out from the content overload.
1. Moments first, not mobile first
If you look at the media use in the Netherlands of an average family, the changes are not happening that fast. Technology and resources are secondary, it is about the customer understanding you. Developments in the field of marketing, media and technology, on the other hand, are happening very fast. So make sure that with your content you get the right story, in the right form at the right time via the right channel to the right person. The consumer is already cross-media and determines the channel and the moment themselves. Nice, such a media mix of an organization. The moment counts, the means are secondary, keep that in mind.