October 5, 2012 How can a brand create truly compelling content? Social Media Share this post: What is content marketing? There are plenty of great sources for defining what is content marketing, and none better than the entry in Wikipedia: Content marketing is “the creation and sharing of content in order to attract, acquire and engage clearly defined and understood current and potential consumer bases with the objective of driving profitable customer action.” Where to start your branded content marketing Some brands have made the mindset shift in developing content marketing. But, for most others, they struggle with the absence of a clear ROI, a lack of resources (linked to the difficulty to generate a long-term strategy) and an inhouse talent pool that is weak in journalistic skills. The trick is to consider oneself as a publisher, much like a media company, with assets that are audio, video and text. The starting point for compelling content needs to be with your end customers, being in their shoes. Empathy is a fundamental component to getting to the heart of the customer’s key preoccupations. The example I like to cite is the insurance company that launches a blog, not to flog more of its insurance products, but to write instead about how homeowners can render their home safer, more ecological, more economical, etc. In other words, to focus on the end customers genuine concerns. By creating valid and valuable insights, information and instruction, a brand is likely to build up its trust factor. Moreover, if the content leads to dynamic questions and answer sessions, the greater the level of engagement can become. What goes in to making the content compelling? What does compelling content typically contain? Most likely, it should contain one or a combination of the following 3 E’s: Education (e.g. how to…) Entertainment (e.g. fun) Emotion (e.g. delight) Integrating into an effective digital marketing campaign Many people understand philosophically or intellectually that, by creating compelling content, a brand can enhance image, invite engagement and favor word of mouth. The issue is that there exists the Pavlovian reflex of old-fashioned marketers to throw money at the content making. The problem is that such a strategy is not only cost ineffective over time, it creates opportunity for disconnect and disappointment. A content marketing strategy is only a part of the mix. And, in order to succeed, it is vital to mesh the content that a brand publishes into the overall marketing strategy. Just as one’s social media presence needs to be integrated into the overall marketing and communications plan up front, so too must the published content (on whichever platforms) gain visibility and be embedded within other marketing outlets. For example, the sales team must be kept up to date in order to be able to “sell” the content (or at least generate e-footfall). A road map Creating compelling content over an extended period of time is no mean feat. I would argue that most companies are unable to create that compelling content and engage in a compelling conversation. Here is a preliminary roadmap for creating a digital marketing strategy with compelling content: Figure out your objective(s) and some relevant and measurable goals, aligned with the overall business purpose. An often overlooked component is the manner in which the results of a digital marketing campaign are reported. The simpler that report is, the more likely the senior team will continue to stay engaged! Seek out the best talent to provide that content and include them in the process from the get-go. For larger organizations, it would be appropriate to consider an editorial committee that is cross-departmental. Individuals with journalistic flair or who already have their own blog are good candidates. Evaluate and categorize the existing assets (text, images and video) available as part of the content. It is generally very useful to create a consistent tagging system. For larger organizations, one could easily imagine creating a catalogue in the cloud. The platforms. There are a wide array of platforms from which to choose. I believe a combination of platforms — according to where the target audience interacts — is most beneficial. Specifically, some platforms accommodate better certain types of assets (e.g. photos on Facebook, Instagram…) Craft an editorial calendar that includes a variety of content to test out what works. NB The calendar must be a working document and be flexible. Specifically, sometimes most content will be much more pertinent according to the context. And some opportunities present themselves via current events. Carve out the necessary resources (people, time & money) to keep a sustained program. Integrating the content marketing objectives into the individual’s G&Os is recommendable. Actively seek out members of your broader network (community if there is one) to contribute and/or participate. Establish “Moments of Learning” where by the editorial team can take stock and learn from its past as well as benchmark against the fundamental objectives. What is your point of view? I’d be happy to hear your reflections! NEWSletter Subscribe to Minter’s Bi-Weekly NEWSletter and receive a free copy of the exclusive and updated 8 Golden Rules of an eReputation Your Gift For Signing Up 8 Golden Rules of an eReputation SUBSCRIBE! You have Successfully Subscribed! branded content, branding, compelling content, content marketing, journalistic flair, marketing, social media, social media marketing Minter Dial Minter Dial is an international professional speaker, author & consultant on Leadership, Branding and Digital Strategy. After a successful international career at L’Oréal, Minter Dial returned to his entrepreneurial roots and has spent the last ten years helping senior management teams and Boards to adapt to the new exigencies of the digitally enhanced marketplace. He has worked with world-class organisations to help activate their brand strategies, and figure out how best to integrate new technologies, digital tools, devices and platforms. Above all, Minter works to catalyse a change in mindset and dial up transformation. Minter received his BA in Trilingual Literature from Yale University (1987) and gained his MBA at INSEAD, Fontainebleau (1993). His newest book Heartificial Empathy, Putting Heart into Business and Artificial Intelligence, bowed in December 2018 and won the Book Excellence Award 2019 as well as being shortlisted for the Business Book Awards 2019. It's available in Audiobook, Kindle and Paperback. He is also co-author of Futureproof (Pearson, Sep 2017) and sole author of The Last Ring Home (Myndset Press, Nov 2016), a book and documentary film, both of which have won awards and critical acclaim. Minter has a new book on leadership, You Lead, How being yourself makes you a better leader, published by Kogan Page, that released January 2021. It's easy to inquire about booking Minter Dial here. View all posts by Minter Dial Previous post Next post
How to make a viral video – digital marketing on drugs? | Branding and digital marketing strategy | The Myndset by Minter Dial October 10, 2012 at 6:16 pm […] The content. Look to create content that a person will genuinely want to share with his/her friends. People don’t like to be sold to, but they do like to buy items that they enjoy. For example, consider content that speaks to a deeper meaning. Don’t underestimate the value of great music (one of the most frequent subjects of viral videos, in the first place). […]
How to make a viral video – digital marketing on drugs? | Branding and digital marketing strategy | The Myndset by Minter Dial October 10, 2012 at 6:16 pm […] The content. Look to create content that a person will genuinely want to share with his/her friends. People don’t like to be sold to, but they do like to buy items that they enjoy. For example, consider content that speaks to a deeper meaning. Don’t underestimate the value of great music (one of the most frequent subjects of viral videos, in the first place). […]
What really makes for great content marketing? | Branding and digital marketing strategy | The Myndset by Minter Dial October 26, 2012 at 11:47 am […] go fishing in other ponds. One of the chosen areas on which many choose to jump seems to be the content marketing bandwagon. As with all these digital marketing opportunities, starting back to the era of […]
What really makes for great content marketing? | Branding and digital marketing strategy | The Myndset by Minter Dial October 26, 2012 at 11:47 am […] go fishing in other ponds. One of the chosen areas on which many choose to jump seems to be the content marketing bandwagon. As with all these digital marketing opportunities, starting back to the era of […]
Entretien avec Jerome Doncieux, co-PDG et fondateur de @RelaxNews | Minter Dialogue en Français November 25, 2012 at 11:20 am […] groupes dans les médias ainsi que des marques, RelaxNews est au coeur du sujet de « content marketing« . Pour toutes marques et pour les marketers d’avenir, en particulier, il y a un […]
Entretien avec Jerome Doncieux, co-PDG et fondateur de @RelaxNews | Minter Dialogue en Français November 25, 2012 at 11:20 am […] groupes dans les médias ainsi que des marques, RelaxNews est au coeur du sujet de « content marketing« . Pour toutes marques et pour les marketers d’avenir, en particulier, il y a un […]
How to grow your Twitter following? Branding and digital strategy... March 26, 2013 at 4:36 pm […] Conversation & Interaction. Exchange is key and is the building block to a healthy Twitter account. You can consider Twitter as a worldwide virtual agora. Chatting with people you know […]
How to grow your Twitter following? Branding and digital strategy... March 26, 2013 at 4:36 pm […] Conversation & Interaction. Exchange is key and is the building block to a healthy Twitter account. You can consider Twitter as a worldwide virtual agora. Chatting with people you know […]
What really makes for great content marketing? | Iwebz Hangout November 18, 2013 at 11:38 am […] go fishing in other ponds. One of the chosen areas on which many choose to jump seems to be the content marketing bandwagon. As with all these digital marketing opportunities, starting back to the era of […]
What really makes for great content marketing? | Iwebz Hangout November 18, 2013 at 11:38 am […] go fishing in other ponds. One of the chosen areas on which many choose to jump seems to be the content marketing bandwagon. As with all these digital marketing opportunities, starting back to the era of […]
What really makes for great content marketing? July 27, 2015 at 7:47 pm […] go fishing in other ponds. One of the chosen areas on which many choose to jump seems to be the content marketing bandwagon. As with all these digital marketing opportunities, starting back to the era of […]
How to grow your Twitter following? -Minter Dial May 31, 2018 at 12:04 pm […] Conversation & Interaction. Exchange is key and is the building block to a healthy Twitter account. You can consider Twitter as a worldwide virtual agora. Chatting with […]