We’re battling against serious content clutter (source of image)
Every day, companies generate tonnes of content on social media channels like blogs, forums, Facebook, Twitter, Google+, LinkedIn, Instagram, Pinterest, YouTube and more.
Ranging from text, photos, videos, podcasts, to games and apps, the sea of social media content is scary. In fact, we marketers are constantly battling for attention in an endless content battlefield.
Targeted at generating the greatest digital impact, the aim of marketers like you are several fold:
- Attract attention – the louder the better;
- Generate interest and hopefully desire in your products and services;
- Excite consumers enough to get them to talk about your product, service, or company. Plus spread it to their social networks; and
- Achieve a tangible outcome, like increase fans, e-newsletter sign-ups, participation, or sales (the ultimate holy grail).
Unfortunately, you are up against tremendous odds.
The Social Media Content Deluge
On the other side of the social media fence, consumers like us are fed a never ending stream of goodies from friends, family members, groups, clubs and companies.
Our feeds are bursting with compelling stuff – photos of newborn babies, live videos on the latest global disaster, delectable pastries from a friend’s heavenly high tea, a funny parody video, and so on.
How can your company hope to get noticed against such a never-ending onslaught?
I mean, who would want to read about your 100% natural organic ingredients, 20 new features, or free software upgrade when they’d rather find out who Bob’s newest girlfriend is, or how Amy’s 21st birthday party went?
If You Can’t Beat Em…
As the saying goes, if you can’t beat ’em, join ’em.
In other words, don’t try to fight against the most savvy content creators on social networks. Rather, embrace their methods and use them to your advantage.
Aim for the Heart
For a start, use your heart instead of your head and appeal to the emotional psychological triggers of your targeted consumers.
Instead of flashing a photo of your restaurant, or a video boasting about your new features, create a sentimental story that focuses on the lives of your customers. Show how your product or service helped them to overcome a significant personal or professional challenge, or how it formed the backdrop to their most significant moments in life.
Focus on Them, Not You
This brings me to the second related point – that it is all about them, not you.
Instead of talking about the technical superiority of your products or services, emphasise how your offering can help your customers to be better loved, more popular, or cleverer in the eyes of their most important stakeholders.
WIIFM (What’s In It For Me) is more relevant than ever in the age of the self-indulgent social web.
Culture Matters
Next, examine the cultural contexts of your audiences.
How should you craft your headlines to grab their attention while being honest? What are they most likely to be worried or concerned about in this present time?
Match your words and visuals with what’s relevant and real to your customers.
To create engaging content, consider the three “HU”s, namely:
1) Humour – Everybody needs a little fun in their lives, especially when they’re peering into their smartphones during rush hour on a crowded train;
2) Humility – People are sick and tired of endless corporate boasts. Instead of saying that you’re the number one all the time, demonstrate how hard you work to make things better for your customer;
3) Humanity – Nobody likes dealing with a cold, heartless and faceless organisation. To strike a chord with your audiences, show them your personal side. You’ll be surprised how interested people can be in the lives of corporate chieftains.
Splash on the Best
Finally, consider hiring the best creative minds that money can buy. Make sure that these guys eat, breathe and live on social media.
While big campaign ideas may generate some traction, it is probably more important for you to build and sustain long-term relationships and conversations.
Remember that social media marketing isn’t just a 100 metre sprint, but a marathon.
Are there other ways for us to win the social media content wars?
Strategy, creativity, consistency and analysis are four big factors of social media success. A solid strategy to promote something creative consistently with regular analysis makes the process much easier over time and gets the best results out of the social channels. Social listening is another important factor. Analyzing own marketing techniques is important but perhaps analyzing competitor’s marketing techniques is more important.