As we’ve explored in our previous blog, there can be a great deal of conflicts in the creation of content. You want your content to engage your target audience, yet also be informative and valuable. You’re not likely to gain positive attention if you put a huge chunk of seemingly boring text in front of them. On the other hand, a flashy image doesn’t provide any information and isn’t going to achieve what you want either (though we do love the image for this post). What you need to find is a balance between eye catching and informative, that pulls your audience in and keeps them captivated and inspired.
There will be many times when you will have to choose to target one aspect over another. The important thing to remind yourself of is the purpose of the content and the reason behind it. Knowing what you want as an end result will help direct you through which paths to take during the creation process and how to avoid content conflict.
But what makes for valuable content?
Valuable content is all about providing a solution, which ought to be your primary aim. Take Sands Beach Resort for example, a holiday company providing both active, sporting holidays as well as relaxing family vacations. They have been widely acclaimed for their high-quality content over a number of platforms and are a world away from your typical holiday brochure. One of the reasons why they have been so successful is that they really know their audience, how to segment them and deliver relevant content to the right people. More importantly they know what each segment wants and how to anticipate questions that may arise and are experts at ensuring these are answered in a clear, concise and easy to navigate way.
How about content that’s engaging?
Engaging content, on the other hand, needs to captivate the viewer and provoke a response, communication or action. This could be in the form of a purchase, enquiry, tweet, repost or even initiate a conversation between themselves and another. Think about all of the conversations that you’ve had throughout the day and consider where the inspiration for each came from. How many of them originated from something published by a company, such as an advert, posting or news piece?
Word of mouth is a powerful marketing tool and getting people talking amongst each other rather than just with yourself, has to be a good thing. And if this is online you get access to a wealth of insight into current tastes and trends, what’s popular and what is not!
Who’s getting the balance right?
A great example of content that succeeds at being both valuable and engaging has been from Chivas Regal Whisky. They started a campaign back in the early naughties that focussed on the travel experiences of their customers, who were able to share their valuable information and then engage with each other and the brand over social media.
Why does this matter to me?
Like many revolutions that have gone before, the digital revolution has forever altered the way that we live, and particularly the way that businesses conduct themselves. There are now so many channels a company can connect with their market such as websites, blogs, social media, printed advertising etc. I can already imagine the blogs from Sir Richard Arkwright as he navigated his way through his own revolution and what an interesting read that would have been!
When we relate this to the five stages of the buying decisions we can see that one size most definitely does not fit all. As already mentioned, be sure to segment your market audience and devise content specifically targeted to each group. This doesn’t necessarily mean totally different content, although it might, but could just be a matter of repurposing existing content and making more relevant for different groups.
Make sure your content is adaptable and can be used multiple times across different mediums. As we mentioned in our last blog, content needs mileage. Adaptable content is much more likely to achieve both a valuable and engaging status.
Need help with your content strategy?
Surprisingly, less than half of companies have a content marketing strategy! If this figure relates to you then why not talk to us and see how we can help. Email us at firstname.lastname@example.org or call +44 (0) 7972 152548.