Bouke: “What is ‘success’ for a marketing team? Is that ‘yeah, we made all the content that was on the annual schedule’? Better not. You should have marketing goals that are directly linked to business goals. Real results. lead. New subscribers. Optimal support of sales. Higher customer satisfaction.”
3 basic rules for content marketing:
- Content marketing is not a trick or a tool.
- Success strongly depends on the involvement of your CEO.
- Focusing on content marketing means a different approach.
Go for less & uglier content
Porn, cat movies and memes are the 3 most viewed genres on the internet. Three things that score through imperfection. Ron Simpson : “Then why are we all trying to play Hollywood? Why do we try to make the best trailers, videos and photos, when the most viewed content on earth is low resolution?”
The smoothest content, both in content and appearance, isn’t always the best content. It all starts with your readers. What does your customer want to read? What is that person looking for? You can only find that out by diving into the facts. Get rid of the HiPPO (Highest Paid Person’s Opinion), just like gut feelings, and look at the data.
Curious about good examples of content marketing for inspiration? From IKEA to Fungi Perfecti, Linda Krijns shares 6 that have caught her eye lately. In addition, she also gives 3 useful tips for companies with a limited budget and/or access to special content and resources:
- Use a tactic that others are not yet adopting
What is the missing statistic in your industry? Do you dare to share all the knowledge in-house completely publicly?
- Come up with something unique and apply it very consistently
Whether it’s inhakers or a specific format that is still little used. Also dare to persevere if it does not immediately yield the intended success. Because sometimes the impact only arises when you have made and published a lot and people start to see it in its entirety.
- Reuse content in a creative way
For more impact with almost the same resources or because you combine offline with online. No inspiration? Then check out these 46 ideas .
Ultra fair content
Sigrid Van Iersel predicted it at the end of last year in her preview of storytelling trends : 2022 is the year of Engineering Directors Email Lists ultra-personal stories. You may have already noticed this, because you can hardly ignore it on LinkedIn.
Speaking language, idiosyncratic character traits and personal dilemmas of professionals: everything is shared on the socials. On LinkedIn, it is mainly the personal goals that have been achieved, new challenges that we take on or the sharing of sadness and frustrations. Sharing success and failure strengthens the bond with your followers (to a certain extent).
This also applies to storytelling. Good storytelling is about successes and setbacks . Feeding your customers only with success stories can come across as unbelievable and impersonal. Not everything can go well. And it is also good to share how you did not give in to a setback, but how you solved this ‘problem’ again.
Just think of a good friendship. You don’t just share your success stories with each other, do you? Especially when a good friend asks ‘how are you?’, it is nice to also tell us what is not going so well. That strengthens the bond.
One more time: