Content Creation: How to Be a Flamingo Among a Flock of Pigeons
Content, content, content, it’s the overused buzzword of modern-day marketing, but what exactly are we all talking about?
While the foundations of content have been present in traditional marketing for many years (from blog posts and articles to videos and podcasts) content marketing as an overarching strategy has quickly become the cornerstone of campaigns everywhere. And I mean EVERYWHERE. From individuals who are launching their own businesses to large multinational corporations, content is their top priority and we’re all vying for consumer attention.
(When us marketers said content was king, we weren’t wrong!)
So, if we’ve been producing content for years, what’s all the hype about?
Well, there are many factors at play here; from changing customer expectations to advances in technology and reporting capabilities. However, I believe the rise of content marketing is also built upon the premise of a wider practice – inbound marketing.
Inbound marketing is the objective of attracting qualified leads through useful and informative content. It is about demonstrating the ROI of content – where hard data meets fluffy marketing, where fact meets fiction, where the tangible meets the intangible. It requires testing, making data-driven decisions and optimizing campaigns to enhance the outcomes.
So, now that we’ve established why people are creating content, let’s outline how you can be content unicorn in a field of dabbling horses.
Here are 4 surefire ways that you can be the best of the best:
Be an Avid Content Consumer
Whether you realise it or not, you consume content daily, from watching cat videos on Facebook to tuning in to your favourite podcast on Spotify – it’s all content. The more you consume, the better you’ll be at creating your own. You’ll have a better understanding of what people like to watch, read or listen to and you’ll pick up tips on how to deliver content in a creative and engaging way.
Not the fairytale kind. The kind that speaks to your audience and is relatable, authentic and original. A well-crafted and compelling story provokes emotion, and when people can relate to something, they are more likely to remember it. So, rather than describing the features and benefits of your product in your next campaign – boring, tell a story about why an existing customer needed your product or service and how they used it to solve a problem. Use pictures, video, animation, sound effects and give the character of your story a name!
We’ve always been told that quality is more important than quantity. However, when it comes to creating content, both are equally important. To have an impact and generate a ROI your content needs to be consistent, both in the message you deliver and the frequency at which you publish. The quantity of content you should create depends on your goals. For some, one video per week and 2-3 social media posts per day is enough, while others aim for one core piece of content per day that is repurposed into several formats; a video, a podcast, a blog post and numerous social media posts. The truth is, none of us are producing enough! Consider your resources and create as much as you possibly can while maintaining high quality.
It’s All About Video
It’s no secret that video is the number one way in which content is consumed and created. You don’t need me to convince you that if you haven’t jumped on the bandwagon already then you should have done so yesterday! Get yourself, or someone else, in front of the camera and tell your story. You don’t need videographer skills or high-end equipment to take advantage of the many opportunities video can bring right now. Just a smartphone, maybe a tripod and a nice bright and airy environment to film in.