By Sarah Van Elzen, Director of Social Media + Content Marketing Strategy
Hanson Dodge Creative
Hanson Dodge Creative
There are certain principles of marketing that we learn in school. And then there are principles that actually create impact. Remember the 4Ps of Marketing (price, product, promotion, place)? Well we’re not talking about those today (or likely ever again in that context alone). Today’s marketer needs to focus on principles that capture, cultivate and engage an audience.
Content is an essential strategy that connects your brand to its customers. I encourage you to challenge your strategic/content teams to use this content checklist when concepting ideas and throughout implementation.
The days of posting content for the sole purpose of promotion are gone. The brands that are doing it right are creating value and setting standards that many companies will take years to adopt. Don’t be one of those companies.
Content is an essential strategy that connects your brand to its customers. I encourage you to challenge your strategic/content teams to use this content checklist when concepting ideas and throughout implementation.
The days of posting content for the sole purpose of promotion are gone. The brands that are doing it right are creating value and setting standards that many companies will take years to adopt. Don’t be one of those companies.
1. Informative
Provide facts or details. Be educational.
Consider mint.com and the focus of their content: finance - a topic that can confusing without guidance.
Mint follows the informative principle to a T by publishing facts and consultive content.
For example, the topic of saving for college becomes a priority to parents and children during adolescence. Outside of advice from friends, colleagues or a financial advisor, many people don’t know where to turn for answers.
Thanks to stats from mint, college students learn to prepare themselves on the financial realities of saving for college, which {teenage newsflash} requires a lot of work.
Mint makes this information easy to understand - all painted with the understatement that - if you’re not currently saving for college, you should be. And (oh, how convenient) Mint is the perfect platform to start tracking those savings...
Consider mint.com and the focus of their content: finance - a topic that can confusing without guidance.
Mint follows the informative principle to a T by publishing facts and consultive content.
For example, the topic of saving for college becomes a priority to parents and children during adolescence. Outside of advice from friends, colleagues or a financial advisor, many people don’t know where to turn for answers.
Thanks to stats from mint, college students learn to prepare themselves on the financial realities of saving for college, which {teenage newsflash} requires a lot of work.
Mint makes this information easy to understand - all painted with the understatement that - if you’re not currently saving for college, you should be. And (oh, how convenient) Mint is the perfect platform to start tracking those savings...
2. Emotional
Inspirational, Joyful, Heart Warming
We aren’t talking pictures of puppies or superficial happiness. Creating emotional content actually draws users closer to your brand because the topics arouse emotion and are close to their hearts.
Dove, for example, is committed to building positive self-esteem and inspiring women with their marketing. Their Real Beauty Sketches campaign draws out authentic, eye-opening reactions to the way society has trained women to think about themselves. According to their study, only 4% of women consider themselves beautiful. Dove has set as their goal to change that perspective; their mission definitely shows in their content.
We aren’t talking pictures of puppies or superficial happiness. Creating emotional content actually draws users closer to your brand because the topics arouse emotion and are close to their hearts.
Dove, for example, is committed to building positive self-esteem and inspiring women with their marketing. Their Real Beauty Sketches campaign draws out authentic, eye-opening reactions to the way society has trained women to think about themselves. According to their study, only 4% of women consider themselves beautiful. Dove has set as their goal to change that perspective; their mission definitely shows in their content.
3. Transparent
Honest and Open, Easy to Understand
McDonald’s is under constant scrutiny about the ingredients in their products. A bold move, and a smart one, by McDonald’s Canada is changing consumer perspective and providing transparent, straightforward answers to consumer questions.
Their Our Food, Your Questions microsite has drawn more than 2 million visits and over 20,000 consumer-submitted questions.
McDonald’s has taken the bull by the horns and publically answers, what could be considered to be, some of the most challenging questions a publicist could imagine. It’s just like your mom said -- Honesty always wins.
McDonald’s is under constant scrutiny about the ingredients in their products. A bold move, and a smart one, by McDonald’s Canada is changing consumer perspective and providing transparent, straightforward answers to consumer questions.
Their Our Food, Your Questions microsite has drawn more than 2 million visits and over 20,000 consumer-submitted questions.
McDonald’s has taken the bull by the horns and publically answers, what could be considered to be, some of the most challenging questions a publicist could imagine. It’s just like your mom said -- Honesty always wins.
4. Useful
Designed for a Practical Purpose, Solves Problems, Productive
This principle is my favorite and it’s one that is opening the eyes of marketers - and consumers - everywhere. Brands are beginning to adopt this notion of providing content that does more than just sell product - it educates their customer base and provides true utility.
For example, the Lowe’s Fix in Six Tumblr account publishes approximately 4 Vine videos a month that show customers how to fix things around their house, often using common household items to solve the problem.
As you know, Lowe’s sells products that fix household problems. This form of marketing builds trust and creates relationships, which also puts Lowe’s top of mind when the next big DIY project comes around.
This principle is my favorite and it’s one that is opening the eyes of marketers - and consumers - everywhere. Brands are beginning to adopt this notion of providing content that does more than just sell product - it educates their customer base and provides true utility.
For example, the Lowe’s Fix in Six Tumblr account publishes approximately 4 Vine videos a month that show customers how to fix things around their house, often using common household items to solve the problem.
As you know, Lowe’s sells products that fix household problems. This form of marketing builds trust and creates relationships, which also puts Lowe’s top of mind when the next big DIY project comes around.
5. Amusing
Causes Laughter, Happiness, Enjoyment
We’ve all experienced amusement from our personal interactions with friends in social media. But when a brand does it, amusement can create lasting memories.
Take Bodyform, for example; this brand took the opportunity to respond to a comedic post on their Facebook wall with a video from the CEO (who is portrayed by an actor) apologizing for their “false advertising” around periods. This video was created in October 2012, has received over 5 million views and won the Cyber Lions category at Cannes in June 2013.
Does your brand have a funny story or a joke to tell? Go for it.
We’ve all experienced amusement from our personal interactions with friends in social media. But when a brand does it, amusement can create lasting memories.
Take Bodyform, for example; this brand took the opportunity to respond to a comedic post on their Facebook wall with a video from the CEO (who is portrayed by an actor) apologizing for their “false advertising” around periods. This video was created in October 2012, has received over 5 million views and won the Cyber Lions category at Cannes in June 2013.
Does your brand have a funny story or a joke to tell? Go for it.
6. Transactional
Leads to a Business Deal, Conversion or Sale
Ah-ha...transactions, the favorite of business owners and CFO’s everywhere.
Yet, in all seriousness, the bottom line that drives every marketing program is ROI. How can a brand create content that is transactional without being too salesy? Leave it to retail to pave the way. This summer during the US Golf Open, Nike posted collections on their Facebook page that linked directly to Tiger Woods’ and Rory McIlroy’s entire Nike wardrobe. The timeliness of these posts were ideal. However, it was the simplicity of the content, leading straight to an e-commerce conversion that took home the trophy.
Ah-ha...transactions, the favorite of business owners and CFO’s everywhere.
Yet, in all seriousness, the bottom line that drives every marketing program is ROI. How can a brand create content that is transactional without being too salesy? Leave it to retail to pave the way. This summer during the US Golf Open, Nike posted collections on their Facebook page that linked directly to Tiger Woods’ and Rory McIlroy’s entire Nike wardrobe. The timeliness of these posts were ideal. However, it was the simplicity of the content, leading straight to an e-commerce conversion that took home the trophy.
7. Optimized
Searchable, Targeted, Result Provides Expected Outcome
One of the most overlooked principles of content is SEO. Unfortunately in content marketing, if you build it, they will not just come.
In addition to marketing your marketing, optimization is key. Since your content (hopefully) is focused on at least one of the principles in this list, your next challenge is to get people to pay attention.
Take REI for example; they sell stand up paddleboards. Strategically, they’re following principle #4 (useful) and have created informational (principle #1) content that teaches newbies how to stand up paddleboard. If this newbie / potential customer goes online to research their new found sport and they type in “how to stand up paddleboard” in Google; voilà, REI turns up as the first search result.
This is no mistake ladies and gentlemen; some serious SEO thought went into this piece of content. If you look at the page: the URL, breadcrumbs, title, subtitle, anchor text and copy all use a synonym of the search phrase “how to stand up paddleboard.” So, do you think they’ve sold more paddleboards because they followed this principle? I do.
One of the most overlooked principles of content is SEO. Unfortunately in content marketing, if you build it, they will not just come.
In addition to marketing your marketing, optimization is key. Since your content (hopefully) is focused on at least one of the principles in this list, your next challenge is to get people to pay attention.
Take REI for example; they sell stand up paddleboards. Strategically, they’re following principle #4 (useful) and have created informational (principle #1) content that teaches newbies how to stand up paddleboard. If this newbie / potential customer goes online to research their new found sport and they type in “how to stand up paddleboard” in Google; voilà, REI turns up as the first search result.
This is no mistake ladies and gentlemen; some serious SEO thought went into this piece of content. If you look at the page: the URL, breadcrumbs, title, subtitle, anchor text and copy all use a synonym of the search phrase “how to stand up paddleboard.” So, do you think they’ve sold more paddleboards because they followed this principle? I do.
8. Relevant
Relates to the Audience, Specific, Personal
The House of Harley-Davidson has been a client of ours for several years. This year, when preparing to celebrate the 110th anniversary of Harley-Davidson, we supported the House of Harley-Davidson as they planned the biggest party they’ve ever thrown.
Our client’s phenomenal event staff planned a 6-day party with their store as the centerpiece. House of Harley-Davidson shut down several blocks of a major thoroughfare and brought in bands, vendors and products-galore. When planning for this event, they strategically thought to have each day celebrate a theme.
There was Firefighter Day, Law Enforcement Day, Women Riders Day - you get it. They personalized their party to speak to each audience individually rather than to the Harley crowd as a whole.
Our media relations and social team combined efforts to support these events and as a result, House of Harley-Davidson received more than 250 news stories, 53+ million media impressions, TV crews on site each day, 3+ million social impressions, record attendance and raging reviews. All of this success was the result of creating personal content that spoke directly to an audience. Targeting, my friends, targeting.
The House of Harley-Davidson has been a client of ours for several years. This year, when preparing to celebrate the 110th anniversary of Harley-Davidson, we supported the House of Harley-Davidson as they planned the biggest party they’ve ever thrown.
Our client’s phenomenal event staff planned a 6-day party with their store as the centerpiece. House of Harley-Davidson shut down several blocks of a major thoroughfare and brought in bands, vendors and products-galore. When planning for this event, they strategically thought to have each day celebrate a theme.
There was Firefighter Day, Law Enforcement Day, Women Riders Day - you get it. They personalized their party to speak to each audience individually rather than to the Harley crowd as a whole.
Our media relations and social team combined efforts to support these events and as a result, House of Harley-Davidson received more than 250 news stories, 53+ million media impressions, TV crews on site each day, 3+ million social impressions, record attendance and raging reviews. All of this success was the result of creating personal content that spoke directly to an audience. Targeting, my friends, targeting.
9. AGILE
Smart, Clever and Able to Move Quickly
Agile marketing has been a hot topic since Oreo’s home run with their “dunk in the dark” tweet during the 2013 Super Bowl power outage. This tweet was no mistake by the Oreo social media and branding teams. They were prepared with a social media strategy and, no small feat, Super Bowl ad. During the game there were members of the branding, creative, social, and agency teams logged into a command center to track the social conversations - this included involvement from the VP of marketing for approvals. Once Oreo set the stage many brands have followed.
As recently as last month during the Breaking Bad finale, Cinnabon seized the opportunity to respond to a quote from the plot via Twitter and quickly had hundreds of social interactions followed by much marketing news coverage. Take the opportunity to break out of your pre-planned marketing calendar and be engaging, funny, provocative. Just do it.
Agile marketing has been a hot topic since Oreo’s home run with their “dunk in the dark” tweet during the 2013 Super Bowl power outage. This tweet was no mistake by the Oreo social media and branding teams. They were prepared with a social media strategy and, no small feat, Super Bowl ad. During the game there were members of the branding, creative, social, and agency teams logged into a command center to track the social conversations - this included involvement from the VP of marketing for approvals. Once Oreo set the stage many brands have followed.
As recently as last month during the Breaking Bad finale, Cinnabon seized the opportunity to respond to a quote from the plot via Twitter and quickly had hundreds of social interactions followed by much marketing news coverage. Take the opportunity to break out of your pre-planned marketing calendar and be engaging, funny, provocative. Just do it.
10. BRAND-DRIVEN
Upholds Brand Position, Values and Voice
Just like dessert, I saved the best for last. Not only is this principle the best and most important, branding is the absolute lifesource of any piece of content.
If your content idea doesn’t pass the brand test, it should never get past an initial brainstorm meeting. Mrs. Meyer’s Clean Day, for example, upholds their brand with passion. We work with Mrs. Meyer’s Clean Day to create content around their core values. The brand philosophy is founded on on efficacy, green and scent; so when the brand values were developed, we wanted to focus on the true passion behind the brand, creating community and goodwill.
Our focus for all content is centered on being neighborly, generous and hardworking. The social media campaigns we’ve developed recognize people who do good deeds and we incentivize them for that. Our Grow Inspired campaign is focused on recognizing people who share brand-relevant passions with those around them. Content on the Mrs. Meyer’s Clean Day blog draws back to the gardening and natural focus of the brand while also providing utility.
In addition to creating content that is actually useful such as, How to Save Tomato Seeds, the content is relevant, optimized, emotional and informational.
Temperature check. Can you say that your content is brand-driven at its core and encompasses at least one other content principle along the way? If the answer is no, start thinking about how you can refocus your marketing on your consumer and stop with the self-serving, sales pitch.
Just like dessert, I saved the best for last. Not only is this principle the best and most important, branding is the absolute lifesource of any piece of content.
If your content idea doesn’t pass the brand test, it should never get past an initial brainstorm meeting. Mrs. Meyer’s Clean Day, for example, upholds their brand with passion. We work with Mrs. Meyer’s Clean Day to create content around their core values. The brand philosophy is founded on on efficacy, green and scent; so when the brand values were developed, we wanted to focus on the true passion behind the brand, creating community and goodwill.
Our focus for all content is centered on being neighborly, generous and hardworking. The social media campaigns we’ve developed recognize people who do good deeds and we incentivize them for that. Our Grow Inspired campaign is focused on recognizing people who share brand-relevant passions with those around them. Content on the Mrs. Meyer’s Clean Day blog draws back to the gardening and natural focus of the brand while also providing utility.
In addition to creating content that is actually useful such as, How to Save Tomato Seeds, the content is relevant, optimized, emotional and informational.
Temperature check. Can you say that your content is brand-driven at its core and encompasses at least one other content principle along the way? If the answer is no, start thinking about how you can refocus your marketing on your consumer and stop with the self-serving, sales pitch.