By: Catherine Fitzgerald
8 October, 2015
7 Principles of Great Content Marketing.
In this noisy, over-saturated world of shouty marketing messages, it’s no wonder content marketing is on the top of the to do list for most CMOs. Most consumers don’t care about your online banners, have learnt to artfully ignore your print ads and skip through your TVCs with wild abandon.
But meaningful, relevant content that shows a genuine empathy for your customers’ needs? Now that’s a shizload (‘scuse the French) harder to shut off from.
As marketers we have to remember, however, not to create content for content’s sake. If the content doesn’t have valuable purpose to the context of your customers’ lives, it will be about as effective as those metaphorical tits on that analogous bull.
So, when creating brand content, there are 7 things to keep in mind to ensure what you’re writing has the best chance of getting cut-through.
  • Make it timely

    Is your topic something people are talking about now? Or are you only just getting round to writing that piece on ‘planking’ today? Google search data reveals that we’re tagging most of our searches with ‘2015’ - a strong indication that users want timely, topical content.
  • Impact

    This is about considering the scale of your content. How many people will your content truly and meaningfully impact?
  • Prominence

    There are two great reasons that you should consider including people of prominence, or experts in their field, as commentators on your content. Firstly you’ll benefit from the exposure to their audiences, and secondly, it gives your content credibility, therefore building trust with your content followers.
  • Proximity

    Geography counts, if you’re content has a local flavour, share it with local audiences. That restaurant review about the new tapas bar on Ponsonby Road won’t necessarily resonate in the Otago Daily Times.
  • Different

    OMC hit the content marketing nail on the head in 1995 when they prophetically asked ‘How bizarre?’ The weird, the wonderful, the different from the norm, the ‘odd’ is always a good place to start a story.
  • Conflict

    With the proliferation of reality TV and the hours we spend watching housewife pitted against housewife, it’s fair to say, people love a bit of conflict. When it comes to brand content, however, ensure you look for the positive angle of conflict and controversy. Highlight a problem, but then focus on the resolution.
  • Human Interest

    People love to consume content about people. A story with a real human at the centre of it is always the strongest story we can tell.