Posted by admin on April 30th, 2013
This is a guest post by Sarah Oxley.
Content marketing is the buzz phrase of the year (and the one before that, too), and while focusing on content is great, not all content is great.
The reason behind a piece of content not working out is usually one of the following:
1. It was too brand focused and un-engaging for the audience.
2. It was very engaging and out there, but completely out of touch with your brand and your marketing communications.
I’d like to point out that some big brands, such as Apple, can get away with very brand focused content as they have their audience completely hooked. It is the brand they love, but to get there, Apple had to communicate its brand in an engaging manner.
In order to have great content, you’ll want it to be creative, so that people love to talk about and share it; but you’ll also want it to be in-line with the rest of your marketing communications and represent your brand. The integrated approach is key once again, but it can be very difficult to combine creativity and marketing.
Difficult, however, does not mean impossible.