Wow, 2019 is pretty much over. For many of us it’s been quite a year. If you’re like us, this time of year comes with a lot of reflection and resolutions that we craft to produce the personal and professional growth we want.
We love thinking about content and how we can become the kind of content practitioners that elevate consumer experiences with a brand. Here are four content marketing resolutions that we are going to try to keep this year:
Make the consumer the one and only.
The consumer is the focus of the marketing work we do and the minute brands take their eye off that, everything begins to fall apart. One of the most recent articles that we enjoyed was a piece by Beyond Philosophy that focused on customer memories and why they are important to that customer’s experience. The article essentially describes how consumer memories are formed and how we can use that to manage the experiences that we want our consumers to have with our content. Thinking about the emotions, memories and experiences that our consumers have is a critical component to Content Marketing. This year we want to think more about how consumers feel about the content we share, how they experience it and what memories they will take away from their experience with our brands.
Focus on storytelling that matters.
We’ve spoken before about the power of storytelling and its ability to make content spread like wildfire. We want to share stories that move us, entertain us or scare us. If we are telling stories with our content, it not only makes it easier for consumers to share them among themselves, it pulls that consumer in and keeps them connected to us. When we share compelling and authentic stories, our consumers feel more like they know us and people are more likely to buy from people that they know.
Consume more content to keep our finger on the pulse of culture.
Consumers share culture through the content they create and when we spend time observing these pieces of content, we can get a better idea of the best way to communicate with them, how they want to interact with our brands and more importantly, we get a better idea of who they are. Which brings us to...
Embrace data and insights
Research. Data. Sometimes these terms can cause an instant snooze in some marketers. But great marketers know that research and data are necessary for your content to cut through messaging noise like light sabres (nerdy Star Wars reference). Consumer insights from industry reports, social listening or from simply tracking trending hashtags, can give marketers critical understanding into what consumers care about, how they feel about our brands and how our products can improve their lives. This allows us to tell richer stories and build more compelling content.
Want to talk about these resolutions in detail? Send us a note or give us a call. We can have a coffee or tea and talk about how to put these resolutions into practice. As Joel A. Barker says, “vision without action is just a dream.”
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