Is there a secret recipe for an engaging marketing video? How much preparation do you need to do to come across as authentic and not sound like you are hard selling? The secret is there is no rule of thumb; you will usually hear stuff such as have enough sleep before the shoot and always smile in front of the camera. But these are a mere fabrication of the true state of your personality. And when it comes to video, as much as you want to, you cannot fake authenticity.
Most content creators spend time worrying about the logistics, what camera to use, what lenses to bring, ambient sound, script, budget, etc. The simplest way to do this effectively is to walk on a film set with unparalleled enthusiasm to tell a story. So if you have the right tools in hand and well prepared, half a day is a lot of content for you. Once you roll your camera, and you are set to talk about a specific topic, you can film a whole year series of 90-second videos that you can deploy each month on your platform. That is how far a half a day shoot can bring you.
Why is understanding buyer journey mapping significant in writing content. As entrepreneurs, we are all marketers and as marketers, we should all understand what a buyer journey is. If we are to create a customer-centric content, then it is important that we understand where the buyer is and what content to write for them at that specific stage. In general, the buyer journey mapping can be divided into three stages. Digital marketers have different ways of defining the specific component of each stage, but it all falls on these three main segments:
Content marketing is no superhero stuff, you don’t get quick salvation from analytics that does not go in favor of your business, there is no saving the day for the wrong content you create for the wrong audience. It just does not exist in a superhero fantasy world. Your audience won’t need your fancy suit; they need authenticity, they need the real you, how only in your voice can your brand value be expressed. And they need not see you bleed either, so no need for the red suit, they just exist for one purpose only which is to consume your content. However good you create that content and the strategy that comes with it, that would dictate if your audience will end up buying from you or broadcasting your value in their own sphere (they become your sales team in effect).
It’s the Chinese New Year and according to the Chinese lunisolar calendar, this year is the year of the monkey. One of the strengths of the monkey is being innovative. And if we are to be zealous about the direction to which this belief is founded on, then people born in this year has some good innovations in store for us. But I am no fortune teller, and if I could, I would just guess what would be the next viral topic and write about it. But something I can write now in the light of the festive season, (I am based in Singapore, and believe me, this is one of the most awesome places to be in during CNY) is about how most brands still think that content marketing is something that is not worth investing in.
Technologist and digital innovators understood the need to get rid of this noise, this chaos, they have decided that the consumer journey should be at the top priority, it does not make sense to spend money on annoying your consumers with ads. And so we begin to see hope in a better “advertising” future - welcome, Ad Blocking! I believe advertising will still matter after all these, but what Ad Blocking is doing is that it is bringing back the best consumer experience there is, one that people can relate to in real life. It transforms brands into storytellers and consumers go after these stories. Not the other way around where advertisements have to chase consumers.
There is a great reason to be concerned about the title of this blog post, one of them is that the confusion resulting from the value and goal of writing a content on this topic. But yes, you are reading it right, this is a blog post (digital) that talks about shifting from traditional marketing (print, radio, television) to digital marketing (inbound, social media, content). It’s meant to push an event that we will be having in Cebu, Philippines next month and we are quite excited to bring these insights back home and probably help brands build their value and audience through a digital approach.
It’s a matter of starting off with the right foot in your storytelling journey, and the most important thing to keep in mind is that you should avoid spending more time in “informing” the audience about your identity but in creating a relatable experience for them. Your goal is to have your audience say “yes, I understand, and I care” after reading or watching your brand story. If your audience just says “now I know” then you have successfully informed them but not enough to make them care, to make them stay to whatever you have to say next.
And before you even become the brand expert, you become the brand yourself. Your attitude, your voice, your preference, your fear, your hatred, your joy - these should all be easily accessible to you at all times. And when you become comfortable talking about the most uncomfortable agendas you have as a brand, then you won't be afraid to write about a brand’s unique journey from conception to completion, the failure that comes with it, the triumph of delivering to customers and the challenge of finding out what works and what won’t.
I have been asked over and over again, how do you fit all those stories in your head? Is there a formula to tell a client’s story? Honestly, if you ask me now? I would not know the answer; I just kept doing it until it becomes something that I enjoy doing that I hardly pay attention how I do it. But in this post, I will take you through 4 layers of an engaging content and how you can do it yourself, I will be using a mock case study (though I wish to tell a similar story, if you are a chef looking for something like this, get in touch with us - seriously, give us a call)