Identifying the content marketing sweet spot – and how to find it

Olivia Wigg is digital PR executive at connective3.

The PR and content marketing team at connective3 are drawn to campaigns that they see from other brands (not just our clients), and when looking at these campaigns one of the following thoughts pass our minds:

  • Awesome campaign all round, great results, wish I’d thought of it
  • That campaign was super on-brand but not many very entertaining or inspiring
  • That was a great campaign but I just don’t fully get the relevance to the brand
  • That was a really great campaign, super relevant to the brand, it’s a shame it didn’t get more pick up

We are not the only ones; a recent Sprout Social report found a significant disconnect between what consumers said they wanted to see from brands and what marketers post.

We’re not saying this because we should base our content marketing campaigns around what consumers say they want on social, but because it highlights a common problem that we’re not necessarily listening to what customers actually want, we’re often just doing what we think they want.

Sometimes however we’re taking it too far the other way and thinking only about what our audience is interested in and not necessarily whether that it is relevant to our brand. Sure, our audience might love superhero movies, but does that have anything to do with the product or service we sell? If not it’s unlikely to provide meaningful or long lasting results for us.

It’s important to start thinking hard about how to avoid falling into those two groups. In order to build a successful campaign you need to understand three things: what your audience is interested in; what journalists are writing about; and what is relevant to your business.

This all sounds great but how do you do it? We have included a few tools to help you do this:

What your audience is interested in: Facebook audiences – using data from page likes and website visitors you can start to see the other pages the audience likes and topics that they’re interested in

Social listening – taking some Facebook data you can start to research those topics more to find out what the talking points are and where people are talking about them

What journalists are writing about: Buzzsumo – again using topic data you can use the ‘most shared’ to see what kind of articles are popular for that topic, you can start to group the articles to see what types of things are successful. You can also look at what’s trending in the news for the chosen topic area.

Anewstip – we can plug in to a topic and see all the journalists that have tweeted/written about that topic, and, again, look at how popular it is and how they’re writing about it.

What’s relevant to your business: This should be the filter you pass every idea through – if there’s not a reason / connection for the business specifically to be talking about that topic then you should probably park the idea.

Keeping these three lenses in mind when brainstorming campaign ideas will lead to far more successful campaigns all round.

Interested in hearing leading global brands discuss subjects like this in person?

Find out more about Digital Marketing World Forum (#DMWF) Europe, London, North America, and Singapore.  

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