Content : The key to building your brand
Most companies overpay for their ad placement. Why?
Companies overpay when they create the wrong content.
Companies overpay when they don’t create enough content.
Companies overpay when they put the content in the wrong place.
Companies overpay when they put content in front of the wrong people.
Conversely, doing the opposite of these four things makes your marketing dollars go farther!
Here are some keys to a successful content strategy.
1. Create the right content
If you create content people don’t care about, you’re going to have to pay more to force them to see it.
Good content is content people want to see.
Great content is content people want to share.
Great content brings value to people’s lives. So much value that they say, “This is so valuable to me, I want to share it with others.”
That value can be helpful information, answers to questions people are asking, ways to solve problems, or content that is beautiful or entertaining.
Whether it’s a well crafted immersive experience or a compelling digital campaign, share-ability is essential. We’ve seen thousands of people share content for brands just because we created something they wanted to share!
This is a still frame from a digital commercial we created for a client. This ad reached more than 100,000 people through organic shares before the paid campaign even started!
2. Quantity is important.
If you’re not creating and publishing at least one instagram and facebook post per day, you’re seriously behind.
For our retainer clients, we create at least these pieces of content with regularity :
Daily instagram post
Daily facebook post
One piece of written long-form content per week (email, linkedin white paper, press release)
One social media quality video per week (staff interview, client interview, word from the CEO)
With today’s ever-changing algorithms, quantity is important. It cuts through the mysterious math and gets you in front of your audience.
Out of sight really is out of mind. That’s why content is so key.
It keeps you front and center in the minds of your customers.
3. Put your content in the right place.
There are tons of people who will take your money, even when it’s not good for you!
There are lots of developers who will charge you to build an app you don’t need. There are people selling ads on platforms you should never pay to be on. And there are people who will make up statistics to convince you to put your ad in places people will never see it.
Go where your audience is. Deliver them content that is meaningful to them.
The beauty of digital platforms is the ability to deliver granular content to niche audiences. We make use of those tools to ensure that the right content is in the right place.
Putting the right content in the right place in front of the right people is key!
4. Put your content in front of the right people.
This principle hearkens back to my rant on 12-year-old boys and tampon ads.
There’s no issue with 12-year-old boys seeing tampon ads. There is an issue, however, if companies are throwing their money away showing ads to people who will never buy their products.
If you go to the trouble and expense of creating content, go the distance and make sure the right people see it.
It’s so easy to put the right content in front of the right people in today’s marketing ecosystem. It’s not simple, but that’s why you don’t have to do it. The Memoir Agency is happy to do it for you :)
We’ve had an amazing journey creating high-performing campaigns for our partners. We’d love to do it with you too! Contact us today!