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)
You start from WHY your customer would care about what you do. The problem with most brands is that they start from what they do, and they linger with why they are better from competitors, and they justify it going back to explaining what they do. Talk less about yourself and you end up talking more about how you are providing value to your audience.
We have all been to more than a handful of business networking events and like me, you probably noticed that these places are one of the loudest places to be. Yes, it’s fun, but if you are into some serious business, and you are planning to come with a strategy, these tips will help you in leaving that one event in one piece. So the next time you walk into a business networking event, take a deep breath and try to win a conversation first, the selling part will come next but between meeting a stranger and closing a deal, you need a strategy in place. But if you left an event only with tons of business cards in your pocket, any strategy will hardly work after that.
If that is your reason, then why in the world would you spend tons of cash on a project that would take up months of “creative” effort from your vendor and “project management” effort on your side? What you need is content, I always tell my peers; “video is cheap, content is expensive.” And that is true in a sense. Content takes time to conceive from strategy to output. You don’t just pull together cliche’ visuals with corporate voice overs and expect results. It takes more than a video to communicate a message.