Finding your voice in the content space requires you to pick topics carefully. Should hop on trends or communicate your core? Read on for an expert answer.
Core communication; why focusing on the big questions lead to success in branded content marketing
In the content game, brands are not alone. In fact, they are so new to this world that the litany of other content producers, publishers, and networks are overwhelming even for consumers. There are so many places to go for advice, entertainment, opinions, and news that brands entering the content marketing space are finding it difficult to grab an audience at scale. Some brands might think that latching on to current trends, topics, and buzzwords is the way to go. In their minds, the SEO will be better and may lead to more hits. While this sentiment is popular, it may not be the best way to find branded content marketing success.
If your goals are pure page views, then producing content centered on hot topics will certainly increase your traffic. However, the goal of good content marketing should be to aggregate a loyal targeted audience which values the thought leadership your brand projects. The only way you will collect this group is if you stop trying to be something you’re not (BuzzFeed, Twitter, etc.) and start communicating the basics and core values of your brand. Dig deep and introspect about what your products truly stand for and communicate those themes. Ask the big questions, rather than focus on buzzwords of the moment. Your customers and fans can go anywhere to absorb current events; they come to you for a deep perspective in the area you assert your expertise.
Denise Zimmerman is an industry expert and leading voice in the agency world. As president and chief strategy officer for Netplus, she speaks with iMedia about why a content marketing strategy focused on the overall themes of your brand is preferable than jumping on the fast paced hot topic bandwagon.
Visit www.imediaconnection.com/content/37659.asp for the full article.
