Content, content, content

A lot has already been said about content, whether about affecting SERP results, or “turning prospects into customers“. Heck, Ogilvy’s content queen herself has already blogged on Asia Digital Map at how much Free WiFi aids in quick sharing for rich media content.

In this crazy and fast-paced “digital ecosystem”, the power of producing a diverse range of branded content is almost as important as maintaining a presence on more than just Facebook.

Why?

E-Marketer’s article above shows two things:

  • The Good News: 54% of US respondents stated that “Liking” a Brand on Facebook increases their purchase intent of that brand
  • The Bad News: 47% of US respondents stated that it didn’t make a difference at all
So what does this mean? It means that for close to 50% of all people, “Liking” a brand on Facebook does’t mean a thing. What you can infer from this is that a) either people are “liking” brands all over the shop and for reasons unknown, or that b) purchase intent is based on more than the power of a Facebook “Like”.
Now, the entire idea behind public relations, advertising and a lot of social media strategy lies in creating “brand touchpoints” for fans/followers to feel more connected to the brand, with the view that the more connected you are to a brand, the more you “prefer” it.
The more you prefer a brand, the more likely you are to buy from it.
This is the same rationale behind creating content, and by ensuring that your brand (or client’s brand!) is present across multiple platforms that are relevant to its demographic (speaking of great content about platforms, have you read this great post about Pinterest by a fellow Social@er?).
This is where the so-called “power of content” comes in.
There are now a smorgasbord of new “social content sharing” sites, Tumblr and Pinterest amongst them. In a training session last year, we had a content creation specialist come in and talk to us about what she called “The Content Opportunity”. In creating content, she said that brands would have to concentrate on three things:
1. The Opportunity - like any other brand activity, brands have to think – what is a universal truth about our business? What would people want to hear/see from us? What is new/original/hasn’t been done before?
2. The Enabler - how will the brand enable this content? Will the brand sponsor/fund the content, or will it help creative people do the amazing things they’re already doing?
3. The Platforms – Where will the content be hosted? Owned/Earned/Paid channels? Will the brand simply curate content, or will it create it?
With images and video becoming more and more important to search results, and search results to purchase (nearly 60 percent of all consumer journeys that end in a purchase online, the starting point is through search), it’s not difficult to see why more and more brands and organisations are looking for the content “sweet spot”.
Huggies (disclaimer: a Social@Ogilvy client of Hong Kong) started using Tumblr to promote their line of Little Movers Diapers a year and half ago to “engage with millenial moms who use Tumblr and… integrate Huggies Little Movers messaging”. It’s called High Chair Critics and it’s got so much great content that’s interesting and relevant to the interests of these “millenial mums” – importantly, it moves away from the “self-serving” or advertising-style content that many brands are still pushing.
Cleverly, Huggies utilised Tumblr for to create branded content that would resonate with the target demographic that they identified.

 

 

 

For Huggies, their decision to create and maintain a Tumblr presence was both deliberate and considered. They understood that creating shareable content, and content that resonated with their demographic, would create a stream of branded touchpoints for their consumers.
“Touchpoints are important because customers form perceptions of your organization and brand based on their cumulative experiences,” says Hank Brigman of iMedia Connection - that creating more touchpoints will improve customer relationships and – hopefully – drive brand resonance.
There are huge implications now that the traditional agency is getting disrupted – advertising agencies can create content for earned media (and they have), and PR agencies can create great content that ends up ATL.
What do you think? Do you think 2012 is going to be what CNN calls “The Year of Content Marketing”?
Share your thoughts below!

 

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You can read more from this excellent interview of Steven Strubbe, Associate Brand Manager and Digital Lead at Huggies, on eMarketer.
Content can be entertaining, educational, and we’re all already familiar with the infographic format – yet another example of
Header image from here.