Let’s do the world a favor and stop presenting boring marketing and advertising campaigns.
According to a study in 2013 by the University of California in San Diego, the average person consumes around 15 to 16 hours of content between television, radio, digital media, and print reads. That’s a lot of content for any brain to keep. So, we remember a few of it and cast aside the rest.
Now, what stays and what goes? Simple: whatever we consider great stays and ignore what doesn’t matter.
But what are the criteria for considering something “important”? Well, that depends on the person. But 99% of the time, valuable information falls into one (or more) of these categories:
- It teaches people how to do something of relevance.
- It presents information of value to the audience.
- It’s entertaining.
If your content doesn’t stand out in any of these categories (priority of one over another depending on your offering and its audience), your content gets lost in a black hole from which it will never come out.
Educate. Inform. Entertain.
Back in the day, businesspeople believed that “the least insight into their businesses they shared with their target audience, the better”. The reason behind this was to spark curiosity within the audience about what they do. Which meant that the company would get the audience’s attention. And there was the chance for the entrepreneurs to pounce at their would-be customers.
It doesn’t work that way anymore.
There are many factors that changed the average person’s approach to buying. People are busier than ever, which means they will only pay attention (as I mentioned earlier) to what matters to them. There’s also a hunger for knowledge, which places like the Internet satisfy instantly. And audiences gravitate towards those willing to give them knowledge. If your company isn’t willing to share power with its customers, it’s in big trouble.
People don’t want you to treat them like and passive ATMs anymore – they want to feel like they are part of something special. If you and your company can create marketing campaigns that involve the audience in some capacity, then you won half the battle. And the best way to do this is by presenting content that is of interest to your prospects.
Stop Presenting Boring Marketing Campaigns
Let’s make it clear – when I say, “boring marketing”, I’m referring to marketing campaigns that have nothing to do with the reader and everything to do with you or the company.
If you are out there, gloating about how great you are without giving me something I can sink my teeth into, I will tune you out. But, if you give me something that I can use later, then I will pay attention.
But how do you create marketing campaigns that are not boring? Here are four quick tips that will help you develop compelling marketing campaigns:
- Do your research – Before you do anything, get to know your target audience. Build a profile of what the ideal prospect would be like; that’ll give you something to base your marketing campaigns around. Also, check out what your competition is doing to create customers. You might get an idea or two from them, which is not a terrible thing.
- Pick the right strategies and tactics – Build a blueprint for sending your brand message across. Don’t do what everyone else is doing if it doesn’t fit your mold. Don’t create a blog or media kit just because “it’s imperative”; do it because your audience yearns for it.
- Educate. Inform. Entertain – Try and find the right balance between these three content types. In my case, it’d be 60% educational, 30% informational, and 10% entertaining. This, of course, varies from industry to industry. It’s on who you are and who your audience is.
- Choose the right channel – Pick where you’ll put your content to work. Remember, make sure you launch your content on a platform where your audience spends time together. If not, it’ll be like a tree that falls in a desolated forest; it makes noise, but no one’s around to hear it.
There’s nothing wrong with trying to get new customers from alternative channels. So, take a moment to redistribute your content across social media. You could get an eyeball or two turned your way. But do so ONLY after you’ve taken care of your target.
Please take a moment to share your thoughts with me on how to create interesting marketing campaigns. I read every comment and reply to the non-spam ones.
Thank you for your time. Until we meet again!