Every marketing whizz and new-found entrepreneur talks about creating content at mass scale. When we look at doing this, the realisation is, it’s a big thing to do. A scary thing to do. Yet, there’s a but…
We’ve all heard that brands are now publishing/media/comms businesses. On one side of the coin, many agree. Getting your brand heard amongst the proliferation of noise is brutal. You have to be always-on exceeding their lust for on-demand. You can spend a lot of time on something great for it to flop on results. On the other side of that coin, many disagree. The latter see it as a lack of focus and blatant disregard for one’s audience. We’ll be looking into the former and ways to match your audience’s consumption.
Understanding your audience
We’ve talked about this in the past and it’s important. Understanding your customers on an intimate level is crucial. Too often brands talk only about themselves. Meaning they ignore their audience; their wants; their needs; fears and aspirations. To take this further, you don’t just want to know these things. Your aim should be upgrading your consumers. And thus, deliver content that improves their lives.
A powerful way of doing this is through storytelling. From as long as 10,000 years ago to now, we as a species communicate in the same way. Although our means have improved since cave paintings, you should see where we’re going. We’re a nation of time-pressed people, so gaining our attention is scarce. By creating content that resonates on our level means you’ll gain the attention you desire. We’re sure you’ll also have fun learning the art of storytelling.
As a side note, how your product or offering looks, feels and works should always be great. Design is now the beating heart of any brand. Your consumers and everyone else’s is exactly the same. So don’t think form or function is more important than the other—they’re intrinsic to each other.
Hero, hub, help: a model that works
Once your strategy is in place it’s time to create a plan. There are many different content models that help deliver your ideas. We’re particularly fond of YouTube’s ‘Hero, Hub, Help’ model. Here’s an overview of how it works:
Hero – The idea with hero campaigns is to get people to take notice of your brand. It should create a large impact and generate coverage across a range of media. These campaigns are often across every channel your target audience
Hub – What do your target audiences care about? What do they talk about? What motivates them and what gets them thinking? These are the sorts of questions that form the basis of the ‘hub’ element of your content strategy.
Help – Help content is the functional content that forms the foundation of your strategy. It plays an important role in guiding your audiences through the purchasing process. Most important, it builds the trust you need to gain fans for years to come.
Video isn’t an option: it’s essential
When many people think about video they picture something big and flashy. Although these kind of productions are great to be involved in, they are costly and take a long time. There has been an explosion of ‘stories’ across many platforms. The rise of native video on LinkedIn has even led to video storytelling for B2B marketing. The question is, why has this proven to be so successful? The answer is that these low fidelity videos are authentic, quick and unpolished. It allows content creators to make known what they stand for. They can articulate their value, honestly and on a human level.
You shouldn’t ignore the upward trend of 16:9 video. We’ve covered the topic of why seeing is believing and hearing is hearsay in the past. That notion still runs true. There are many opportunities across certain platforms to take advantage of through video. Producing videos this way doesn’t have to be costly. We all have mobile devices with pretty decent cameras. A light ring set up costs no more than £80 on Amazon. Editing can take place on our devices with the use of many powerful apps. Within 30 minutes you have something tangible and cost-effective.
These are but only a few ways to consider creating content at scale for your audience. Having a plan in place will mean your efforts hit the ground running. Just remember, your aim is to improve your customers’ lives and add value to them. You can do it—we believe in you.