No matter how good you are (you think) in your content marketing, your competitors are also having the time of their lives creating content. Sadly, Google can only hold a handful of the search results on the first page. And every content creator on the planet hopes to be on the spot - as badly as you need to.
Human beings on the internet only pay attention to updates that are relevant to us. It’s the battle between click and scroll. Would the content be relevant enough for the user to click? Or it is just a good time to scroll down? In the digital marketing wars, there are only two types of marketers. The lazy one and the hard-working one. And personalisation of content is not for the lazy ones. It requires designing a specific message for a specific audience at a specific time and place.
So everyone is scrambling to catch the Google Home wave in the recently concluded Google I/O 2016. And to say that the future is here is an understatement. It is more like - the future is here, there and everywhere! (let us have that one minute pause in remembrance of The Beatles). Sundar Pichai puts it very bluntly short of apocalyptic; “Looking to the future, the next big step will be for the very concept of the ‘device’ to fade away.” And when someone like Google’s CEO opens his mouth, we better not blink an ear.
In the content marketing agenda, it has been a norm to talk about the role of marketers in coming up with a compelling proposition. Enough to drive an almost one-sided conversation that storytelling is better left to the marketers. We seem to have that scary idea that those who are in charge of lead generation and inbound activities are the only storytellers in the room. If you are from the sales team, it’s time to stand up!
We could all agree that social media transformed the “social” component of our lives. We can now experience digital media content. What was once a simple phone call to a friend, or a house visit has become a larger platform for shared experiences. And that need for shared experience is what makes the technology even more engaging. And a giant like Facebook, it will never run out of ways to feed that increasing “hunger” to share an experience.
So SpaceX landed last Friday - on a floating droneship. Ladies and gentlemen these are stuff that we can only read in sci-fi stories. When man first steps on the moon, it was “one giant leap for mankind”. With what SpaceX did, the narrative is now “one step closer to the stars.” Yes, we live in very exciting times right now, though I still look forward to the flying cars which I first saw on The Jetsons. I want to talk about how the conversation brought about by a curious culture placed SpaceX where it is now, not on a landing pad but in a spotlight that makes it the hottest talk of the town as I write.
Because of this, everyone started to want to be part of this conversation; Tesla is creating something “cool” so naturally almost everyone wanted to talk to Mr. Musk (stop here for a while and think about the last time you struggled to get media attention). The whole world was paying attention to this brand either to find out when it’s going to succeed or when it’s’ going to fail - either way, all ears are on them. Tesla did something good; “Accelerate the world’s transition to sustainable transport”. It’s so good that if plants could speak they would also talk about it.
It just make sense for everyone doing content to be on track and write tons of content, some brands might have a chunk of their budget to spend for brand journalists that would be their main arsenal in self-publishing their content, but the overarching question is this - does your brand have enough understanding of how your customer is behaving and where they are consuming their preferred content? It is one thing to be zealous in getting your content out there in the public arena, but it requires a different level of mastery to create content that would make sense to your target audience.
I have been writing about marketing video content for a while now. And I have repeatedly mentioned that it was all part of your content strategy to include videos in your library of content. There are a lot of things you can build online video content from; you need not spend that much “scientific” approach to producing a video. Everyone on the internet is on the constant phase of scrolling through news feed, blog sites and search engines. So make sure that when they stop over your domain, you have these short videos that can be consumed in the shortest time possible and provide the biggest value it can give to your followers.
It’s every marketing department head’s nightmare, to hear the big boss say “We need to cut down on our marketing video budget this year, but I expect you to roll out more campaigns.” It’s that feeling of running towards a dark alley knowing that Freddie Krueger is just around the corner waiting to give you that high five before he does what he does best. But that is not what I will be talking about today. Almost every business no matter how passionate their entrepreneurial spirit is, have gone through certain stages of bottlenecks in their operations especially in the budget side of things. It’s that time when company priorities go haywire, where the finance department is the scariest place to be.