It may be tempting for marketers to toss just about anything online in order to feed the content marketing machine, but representatives of leading brands and marketing consultants caution against that.
“Brands don’t need to be in every conversation,” said Wendy Clark, president of strategic marketing and sparkling brands at Coca-Cola North, according to an article published Monday on Fortune.com.
The article, “Why Viral Success Needs to Focus on Quality, Not Quantity,” was a synopsis of a panel discussion at Fortune’s Most Powerful Women conference in Washington, D.C. on Monday.
Similarly, Marsha Friedman, founder and CEO of EMSI Public Relations, stresses that marketers should use “well-written and regularly updated” content. She honed in on what is sometimes a pain point for marketers in an email sent on Monday to Target Marketing.
“A blog drives people to your website, helps you build your personal or company brand, and allows you to develop a relationship with customers or readers,” she says.
Here’s how Fortune, Friedman and HubSpot suggest content marketers focus on quality:
- Be Ready to Work in Real-time. According to Fortune.com: “Clark also said that the real-time nature of how people are responding on social networks like Facebook and Twitter means brands have to be part of the conversation as fast as possible. Coca-Cola was planning real-time content around the Emmy Awards and hit show ‘Mad Men,’ which featured an iconic 1971 Coke ad in its finale. When Emmys host Andy Samberg recreated and aired his version of the ad during the ceremony, Clark said Coke responded on the fly on social channels.”
- Focus on Quality, Not Quantity. Wenda Harris Millard, president and COO of strategic advisory firm MediaLink says, according to Fortune.com, that marketers using misguided content marketing techniques are constantly interrupting the conversation. Don’t just mass publish on social sites, she urges.
- National News. Friedman says these can be jumping-off points for ideas.
- Social Media Trends. Twitter and Facebook, for instance, display what’s trending on their sites right where users can see and click on the topics. Often, the topics are hashtagged, which makes a March 2015 blog post by HubSpot relevant.
“Used primarily on Instagram, Twitter, Facebook and Pinterest, Throwback Thursday posts can liven your marketing campaigns up and generate real results — that is, if you know how to use them right,” writes post author Laura Fitton.
Fitton cites this from Katie Knibbs of Digital Trends:
- Past: Posts need to be more than three years old, and ideally more than 20 years old
- Relevant/Relatable: Relevant to your business and your audience
- Appealing: Fun, funny, catchy, nostalgic or otherwise cool
- Interesting: Especially to people outside your company (besides your mom) [Editor’s note: Burn.]
- Shareable: Great #TBTs make others look cool for re-sharing
- Exciting: Choose subjects that create interest, discussion and even excitement
Fitton suggests marketers needing ideas use retro images, ‘90s references, “actual history,” sports highlights, trivia and games, and vintage products.
Also, marketers may consider sharing other social media users’ throwbacks. [Editor’s note: Make sure they’re brand-relevant or, at the very least, not hurting the brand.]
Marketers can also get their communities involved through, for instance, throwback pricing. They’ll need to measure their campaigns using metrics they determine themselves — such as leads, brand awareness, etc.
Ultimately, Fitton says, marketers can expand their repertoires beyond #TBT to: #ManicMonday, #MusicMonday, #ManCrushMonday, #TransformationTuesday, #HumpDay, #WellnessWednesday, #FanFriday, #FollowFriday, #Caturday, #SelfieSunday, #SundayFunday, #Picoftheday, #FlashbackFriday and #WayBackWednesday. [Editor’s note: As of the writing of this article, #WCW, or woman crush Wednesday, was prevalent on Twitter.]
- Plagiarize Yourself. Friedman says marketers can look back at their previous work for ideas. [Editor’s note: This is where marketers can use analytics to see which topics were the most popular, which may help with the creative process.]
- Jot Down Ideas as They Come. Keep a notepad next to the bed.
- Perform Searches. Web searches help marketers come up with background information that supports their writing, Friedman says. [Editor’s note: Google Trends can also come in handy and, as is true with No. 8, adding in more sources can add to content quality and trustworthiness. That can keep consumers coming back.]
- Statistics, Studies and Surveys. These resources reinforce points in the content and add to its quality. [Editor’s note: This may help aid brands in gaining and keeping consumer trust.]
- Use Keywords. Make it searchable.
Do marketers agree with these tips?
Please respond in the comments section below.
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