Imagine for a second that the content you’re creating for your brand is in direct competition for people’s attention with entertainment titans like "Hockey Night in Canada" and binge-worthy series like "Only Murders in the Building."
Now stop imagining…because it’s true.
In the vast expanse of today's digital universe, brands are navigating through a maze of challenges. And when it comes to content, they are not merely in a tug-of-war with their direct competitors; they're grappling for attention against entertainment behemoths. The rules of the game have changed, demanding brands to recalibrate their content marketing strategies.
That may be daunting to consider when you’re just trying to sell stuff; but it doesn’t make it any less true.
The Age of Infinite Choices
Today's consumers have unlimited content at their fingertips, literally. From niche podcasts discussing medieval history to viral makeup solutions on social media, the spectrum of content is vast and varied. This democratization of content means brands are not just vying for attention within their sector when it comes to their content marketing strategies; they're contending with virtually anything that can captivate a user's attention. In this crowded space, standing out requires a blend of innovation, empathy, and strategy.
It's Not About You
As we’ve noted in past blogs, the paradigm shift from a brand-centric to a consumer-centric content marketing is more pronounced than ever. Brands can no longer be the hero of their stories; they need to position their consumers in that role. This means moving beyond self-praise and delving into content that addresses the consumer's pain points, dreams, and daily realities.
While it's essential to convey your brand's strengths and unique selling points, it's equally crucial to do so in a way that resonates with and provides value to your target market. Balancing these aspects ensures that your content is both compelling and effective.
Conversely, focusing your content on yourself instead of on your target market can lead to several pitfalls that waste resources and can hinder the success of your marketing efforts.
Here are some of the primary perils:
Lack of Relevance: If your content marketing is centered around your business, products, or achievements without considering the needs and interests of your target audience, it may not resonate with them. Content that isn't relevant can be easily ignored or dismissed.
Missed Opportunities: By not addressing the pain points, desires, and aspirations of your target market, you miss the chance to position your product or service as a solution to their problems. Meanwhile, you’re leaving the door open for a competitor to own that space.
Decreased Engagement: Content that doesn't speak to the audience's interests or needs is less likely to be shared, liked, or commented on, leading to decreased engagement and reach.
Erosion of Trust: Building trust with content marketing is crucial as modern consumers are savvy and can quickly detect when a brand is being self-centered. This can erode trust and make potential customers skeptical about the authenticity and intentions of the brand.
Difficulty in Building Long-Term Relationships: Marketing is not just about making a sale; it's about building long-term relationships. By not focusing on your target market, you risk losing potential long-term customers and building brand loyalty.
In this era, where consumers have the power to skip, scroll past, or close content that doesn't resonate, it's imperative for brands to craft narratives that are not just informative but also deeply relatable and valuable.
Learning from Entertainment Brands
In a recent blog, we outlined what brands can learn from magazine editors, because magazine editors are masters of understanding audience. But there are also valuable content marketing insights from entertainment brands that we can adopt.
Entertainment content has a magnetic pull. But what makes it so irresistible? And how can brands infuse some of that magic into their content marketing strategies?
High-Quality Production: In an age of 4K and Ultra HD, quality can't be compromised. Whether it's a blog's layout, a video's clarity, or a podcast's audio quality, the production value speaks volumes about a brand's professionalism and attention to detail.
Emotional Resonance: Every memorable show or movie tugs at our emotions. Brands need to craft narratives that can evoke a spectrum of emotions, from joy and nostalgia to inspiration and hope.
Cultural Relevance: Being attuned to global events, cultural shifts, and societal conversations can elevate content from being generic to deeply resonant.
Authentic Storytelling: In a world of filters and curated realities, raw and authentic stories stand out. They humanize brands, making them relatable and trustworthy.
Community Engagement: Fandoms aren't exclusive to movies or sports. Brands, too, can cultivate a passionate community that champions their values and narrative.
Consistency and Predictability: Just as fans eagerly await the next episode of their favorite show, brands need to maintain a consistent content calendar, turning casual consumers into ardent followers.
Diverse Content Formats: The digital realm is vast, and each platform offers unique strengths. From long-form articles and infographics to short videos and interactive polls, diversifying content can cater to varied audience preferences.
Interactive Experiences: The entertainment industry thrives on engagement, be it through fan theories, discussions, or interactive experiences. Brands can create quizzes, polls, or even AR experiences to boost engagement.
All that being said, let’s not forget that while content must be engaging and resonate with audiences, it is meant to drive marketing outcomes. This means that the content should not only capture attention but also guide the reader towards a desired action, whether it's making a purchase, signing up for a newsletter, or simply building a positive brand perception. In other words, your content needs to walk and chew gum at the same time. It needs to both engage and point the audience toward you. It’s a fine balancing act that most entertainment brands don’t need to worry about.
But with a consumer-centric content marketing approach, by drawing insights from the entertainment world and fostering genuine connections, brands can not only seize attention but also etch lasting impressions.
Verses Content, a leading Toronto content agency, specializes in branded content strategy development, creative video production and creative podcast production offering bespoke creative solutions that elevate your brand and engage your customers. Our expertise in creating tailored content solutions that resonate with your audience sets us apart. Partner with us for innovative and personalized content that drives results.
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