“Oh my GAWD! I have to create some content for our brand!”
Creating good content for your brand can be a somewhat difficult endeavor. You may be inclined to cut and paste articles on social media that have some relevancy to what you do, but are you really doing the best possible job at curating content for your brand experience?
There has been a seismic shift in the way consumers interact with brands. The traditional way has been to watch television and consume content by targeting your product during your demographics peak viewing hours. This is what is typically called a Nielsen Rating. Many traditional media outlets like print newspaper and television newscast live and die by these ratings. Nielsen has a whole scientific way of getting results per viewership and there is a great blog post on it here.
This is not a very efficient way of gaining traction with your brand. It’s a very low latency/low interaction method that does not fit the digital media landscape. Many big brands are struggling with this as the rules are changing daily. A perfect example of this are companies like JC Penny who felt they had to change in order to gain a broader audience and hired former Apple Retail Executive Ron Johnson to be the company CEO in November 2011. (He has since been ousted.) JC Penny was trying to adapt its long and storied history into a hip name brand, which did not resonate with its consumer base and the content marketing efforts in online media were not very well executed.
This brings us back to the idea of developing good content marketing for your brand. There is a great post I read by Noah Brier, Co-Founder and CEO of Percolate an online content marketing company founded in 2008, on ReCode which you can read here. In this article Noah states “I would simplify things even further to say that content marketing is nothing more than brands using content to communicate with audiences.”
So how do you develop good content? The key is to look at the tools you already use in your daily marketing efforts. What kinds of interactions are you having with users on your Facebook page? What types of tweets are your followers on Twitter most interested in? Twitter just released their analytics tools at analytics.twitter.com. Use this to find out what your users actually want? Here is a quick snapshot of Xform Computing’s analytics page.
As you can see most of our followers are interested in Music, Technology and Tech News. So in order for us to create good content marketing we have to position or post and tweets to cater to those tastes. We’ve developed several YouTube channels focusing on features in our line-up of products. Some videos are general while others get more specific. Our product is not trying to “go viral” as many brands try to do and fail miserably at. What we want to tie into our content marketing is steady user growth and our line graph to have a steady up tick of user acquisition.
There are some simple rules to follow:
- First and foremost find your voice! Find out what your brand/product is about and curate it towards users that will find a use for it.
- Tell a story. Consumers do not want stats and numbers. They want to know how this will impact their life and will they have any future use for it. (Think relevancy!)
- Create content that is human. Create content that has real value.
- Find the the channels where your audience is and distribute your content there.
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