The 411 On Content Marketing
Content Marketing has become the latest buzzword in the marketing world. We’ve heard it over and over and wanted to share the latest + greatest information with our clients and friends. Yes, we consider you, my dear reader, a friend, so feel free to leave us a little comment to say hi. 😉
What exactly is Content Marketing? According to the fabulous people over at Contently.com, content marketing is the use of storytelling to build relationships with consumers by providing them with something entertaining or useful.
We LOVE storytelling and use it all the time in brand development. Content Marketing is telling engaging stories on a consistent basis to connect with your audience. It’s important to remember that marketing is not about selling, but about the conversation we have with our customers. When viewed from that perspective, it makes things so much easier. If you were to have lunch with a client what would you talk about? What would you try to help them with? At helium creative we’re all about creating incredible experiences. We help our clients create impactful experiences with great design, captivating visual elements and interesting copy.
We constantly share with our community other designs that we love or have created ourselves, we give insider access to how we develop dynamic brands, post anything related to marketing we think is helpful and, of course, show our work. 😉 Check out our Instagram feed to see what we’ve been sharing.
Why use content marketing? Companies have realized that telling stories people actively want to watch, read and listen to is way more efficient and effective than traditional advertising. We never would have thought to check out GE’s Facebook page until reading about their amazing marketing content. The first post on their page was a video about job candidates sending singing Elves and Orcs to vouch for them. It’s hilarious! We obviously liked their page, who doesn’t need a little more humor in their feed??
The most important concept in content marketing is knowing who your audience is. Who are you talking to? Adopt an audience-centric perspective and focus on what your audience might want from you, not what you want from them. Ask why are these people reading, watching, or listening to your content? What specific problem can you solve? What value can you deliver? Tomas Kellner, a veteran editor from Forbes and now the GE Reports’ [Ge’s blog] managing editor advises brands to make people say “this is a really cool piece of information. Maybe I should come back and check on them more often.” Sharing knowledge whether it’s technology, a philosophy, an opinion, or an ideal is universally at the core of great branded content. Make sure the information is somehow relevant to your brand.
Next take inventory of your storytelling assets. What material do you have on hand that can be shared or turned into shareable content? You may need to enlist the services of a photographer or a copywriter or maybe even a branding company to help you get started. We may know someone who can help you out, wink wink. It’s vital to consider the tone of voice and type of imagery you want to represent your brand and to deliver consistent messaging. Everything should have the same look and feel. Our clients do a great job of this especially DIRT and Bijou Bay Harbor.
At times you may wonder what to share next. Remember that you’re just having a conversation with your audience. What do you think they’d like to hear about? If you’re still having trouble we’re always here to help! Just tag @heliumcreative on Instagram or Facebook. 😉