Taryn Williams is the CEO and founder, WINK Fashions and theright.match. On this piece, she seems to be at how content material creation will be added to a advertising and marketing technique in a savvy method…
It’s such an thrilling time to be concerned in content material creation in the meanwhile, as a result of the alternatives to be artistic and really revolutionary are nearly limitless.
Manufacturers which have a powerful deal with on some key existential questions (Why can we do what we do? What’s our USP? What can we wish to be identified for? Why ought to clients care about us?) have nearly all the things they should set clear messaging for content material campaigns that may attain straight into the pockets of their goal buyer.
I work straight with fashions, influencers and a big selection of creatives through the expertise market I established in 2016, theright.match, and I can inform you that there’s some excellent examples within the works of multimedia storytelling, influencer-led social exercise and a few actually imaginative considering round learn how to make the viewers care, to make them really feel one thing.
Everybody desires to get on board with high quality content material however until you’re a multinational model with a seven-figure advertising and marketing price range, you may be tempted to take the one-size-fits-all method. That’s the place you blow your price range on one hero piece of content material or key message, then slice and cube it throughout each media stream you may consider. Bang for buck, am I proper?
Effectively, sure and no. That may get you seen in quite a lot of totally different locations, however pay shut consideration to engagement metrics and comply with these monitoring hyperlinks you place on every platform to seek out out in case you’re really changing that eyeball rely to gross sales. If YouTube is killing it however Fb’s stalled, it could possibly be that you just’re making an attempt to cowl too many bases with the identical belongings and wish a diversified method.
Twenty years in the past, you had TV, radio, magazines, newspapers and billboards. That was just about it, when it comes to content material decisions and allocating spend. Ten years in the past, Fb and Twitter have been taking off and each model was constructing a killer web site. Since then … increase. Instagram, YouTube, TikTok, SnapChat, LinkedIn, WhatsApp, Pinterest, and the listing goes on.
Every platform has a distinct viewers and distinctive supply technique, which implies there has by no means been a extra focused solution to discover your folks and use bespoke content material to talk to them on their very own phrases.
It’s not rocket science to counsel that what cuts via on TikTok isn’t going to play nicely on LinkedIn. We see quite a lot of manufacturers taking pictures super-high-quality stills for an advert marketing campaign or billboards, after which reposting those self same photos on Instagram as a result of it’s the photograph app, proper? Sure, nevertheless it’s very a lot about user-generated content material and is often a little bit bit extra low-fi. Shoppers don’t hook up with it, as a result of it feels jarring and appears like what it’s – an advert. They’re like: “I didn’t come to Instagram to take a look at adverts. I got here to take a look at participating content material that feels proper for the platform.”
So why achieve this many manufacturers nonetheless insist on utilizing the ‘spray and pray’ play, taking the identical content material conceived for one platform and spinning it out to each nook of the ‘web? It’s often a cost-based resolution that appears good on the corporate steadiness sheet however I consider it defeats the very motive the content material was created within the first place – to create significant engagement and in the end, a buying resolution.
A number of the manufacturers I’ve observed who’re producing good, genuine content material throughout an array of platforms are Koala, the mattress and homewares firm, Kraken Rum and Qantas. Some content material they create themselves, however in addition they combine in some user-generated content material that provides additional relatability.
The very best exponents of this craft – both large or small – use savvy advertising and marketing strategists who perceive the fragmentation of audiences and may advise their model what type of content material or occasion goes to get the perfect traction on any given platform.
So assume not nearly your model and its key messages, but in addition about your clients. What platforms do they devour content material on, and the way? Do they wish to be entertained, knowledgeable or challenged? What’s their consideration span? Put your self of their sneakers and spend a while on their key platforms to see what flies and what falls flat.
Now take into consideration what prompts them into motion, into making a buying resolution. Begin from there and work backwards for every platform to reach at a content material technique to implement.
Don’t neglect that content material doesn’t need to be a one-way road, or conform strictly to the outdated promoting mannequin, ie. you speak they usually hear. Content material will also be a dialog, the place you host a stay occasion, both in-person or digital, with real-time interactions. You might need an incredible ambassador or influencer who can host a YouTube livestream or Fb Q&A, and that may clearly be totally different to the cool and attention-grabbing vignettes you might need that very same particular person create on your Instagram reel.
On the finish of the day, as a model it’s essential to not solely perceive your personal key messaging and tone of voice, however you additionally have to establish who your clients are, the place they prefer to devour content material, and what they join with. Solely then are you able to proceed with certainty in the direction of constructing a content material technique that’ll generate the feels that in the end wins their belief and their spend.