Content Marketing: Where Should You Start?

Everything is happening online now, you know that. Your customers are online, you know that too. Your brand needs to have a strong online presence, you know! But, how do you earn and maintain the attention of your target audience 

It’s been a hot topic at the leading industry conferences from Content Marketing Institute’s “Content Marketing Conference” to HubSpot’s recent “INBOUND 2020”. A quick scan of the agendas reveals that digital marketing means different things to different people. BUT, one theme runs true throughout and that is your content needs to binge-worthy 

We’ve leaned on TV broadcasts to set the example for virtual events, and now we must also lean on the entertainment experts for our content tooThanks to Netflix, our world has come to expect content that captivates the mind and leaves you wanting more.

So, where do you start? Blockbuster MarketingJon Lombardo, Global Lead B2B Institute at LinkedIn, introduced this concept in a session at INBOUND 2020. The idea is to take what the entertainment giants do best, monetize your creativity, and apply it to your marketing strategies.

To do so, all of your content should follow a franchise-like style. Think Baby Yoda. Disney uses the same piece of creative, the character, and recycles it over and over. There is the show on Disney+. There are the toys. There are the memes. Just one piece of creative grows Disney’s brand awareness and grows its revenue in multiple channels.  

To do this start by defining your brand voice. What is authentically you? From there, you need to build out a consistent distinctiveness. What will your brand look and feel like?

strong B2B example is Salesforce.  The brand has a strong visual foundation that they use consistently across every platform. No matter what the content is, you know instantly that it comes from SalesforceWhile the style might be too whimsical for many companies, it is a lesson in seriously excellent branding.

Once you have identified your ‘franchise’ from look and feel to tone and voice, you are ready for the next step. Look to build big recurring content, a yearly round-up, a trends report, or an event. Then it’s time to atomize. Turn your report into an eBook. Use the data to inform a webinar. Break the content into smaller pieces and produce a series of blogs. Be creative and be resourceful.  

To break through the noise and earn the attention of your clients and prospects, make your content ‘binge-worthy’ by building it into a franchise. Where to start? Start with your brand identity.