3 Ways to Avoid Mediocre Marketing Content

3 Ways to Avoid Mediocre Marketing Content

3 Ways to Avoid Mediocre Marketing Content. Coming up with fresh content can be difficult, which is why it’s easy for marketers to fall into the trap of looking through previous work for inspiration. These are opportunities to connect your content to a much larger story and amplify your marketing efforts. Notice that the best newsjacking opportunities allow brands to add relevance to the story, which is why a snack company saw such an incredible response during a sporting event. Push the envelope with controversial content. Below are two different approaches to controversial content along with examples that show how each approach can positively relate back to a brand: Disprove an assumption: This content typically forces audiences to rethink a common belief. Make a taboo subject more approachable: Another thing successful controversial content does well is offer a different look at a familiar subject. Discussions on body image, for example, aren’t always easy. To make the subject matter relatable to a much larger audience, Fractl helped Bulimia.com reimagine superheroes with more realistic body types. A great example is this campaign that visualizes the virtual storage space of an iPhone into something more tangible: storage boxes.

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3 Ways to Avoid Mediocre Marketing Content

Coming up with fresh content can be difficult, which is why it’s easy for marketers to fall into the trap of looking through previous work for inspiration. This rinse-and-repeat approach leads to predictable content, and predictability is what pushes audiences to look elsewhere for something more original.

The most competitive brands have the courage to look elsewhere for ideas. It’s not easy — especially when it needs to be done at scale — but here are three ways to ensure you’re approaching content creation from an angle that can pay off in a big way.

Embrace newsjacking.

One way to breathe new life into your content strategy is to capitalize on the popularity of trending news stories. Is there a new finding or event that affects your target audience? These are opportunities to connect your content to a much larger story and amplify your marketing efforts.

A great example is Oreo’s now infamous “You can still dunk in the dark” tweet. The cookie company seized the opportunity presented by Super Bowl XLVII’s power outage with a clever tweet about its snacks still being enjoyable without electricity, and the newsjacking paid off: In less than 24 hours, the post generated nearly 15,000 retweets and more than 20,000 likes on Facebook.

Notice that the best newsjacking opportunities allow brands to add relevance to the story, which is why a snack company saw such an incredible response during a sporting event. Another way brands can add relevance to trending stories is to localize the subject matter. For example, my team at Fractl helped real estate company Movoto map out the wealthiest people within the United States. The innate regional ego bait helped the project generate more than one million on-site views along with 140,000 social shares and 130 press mentions.

Push the envelope with controversial content.

Although striking up…

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