Some brands do it better than the rest.
One example is, Coca Cola, which continues to develop a strong community online through its well thought and well executed content marketing campaigns.
Marketers and advertisers alike know that the golden rule of making it in this competitive arena is through making great content. That’s why most businesses have continued to strive and thrive in this area such as Coca-Cola which has been successful in creating and implementing engaging contents, giving them a higher leverage when it comes to the market, and having a greater recall when it comes to their consumers.
These advantages that they’ve developed through their effective content have been very helpful, not only for their sales, but also in developing a community of loyal consumers worldwide.
Although Coca Cola has been victorious on finding the pulse of their market, not all companies can follow and compete with the great minds behind their content marketing team. In fact, despite most attempts of companies, their relentless efforts continue to be unsuccessful.
Let’s explore what most companies could’ve they done wrong? We’ve listed down some of the things that they might have been continuously overlooking and which may be the key to creating engaging content online.
1. Get to know your audience
Although most companies have dedicated their time to know their consumers, they might have failed to notice some of the most important details that could’ve been vital to creating a more effective campaign. Hobbies, interests, or even the pet peeves of the market counts and has to be taken into consideration. For an instance, for Coca Cola’s First Day of School campaign, they have observed that most students tend to use their mobile phones instead of socializing, so to break the ice, they have invented the friendly cap, which made their consumers interact with one another in real life as opposed to simply connecting online.
2. Tap into the consumers emotions
Never underestimate the power of emotions. Advertisements and campaigns that dig into a personal level through arousing various feelings to their audience are proven to be more effective and unforgettable. For an instance, a campaign created by Coca Cola for the Filipino Overseas Workers has gone wildly viral as they flew in OFWs from different parts of the world and brought them back to their families. The campaign has immediately become viral because it has elicited strong emotions from the audience.
3. Stimulate your consumers’ creativity
Today’s consumers are no longer mindless ‘just getting in the trend’ population. As both technology and the times advances, so is the market. The consumers become more mindful of their choices and online connections to the brand they love become more apparent online. From veganism to actually counting down the calories, the public has slowly turned into rational consumers, thinking and digging down into details before buying something. This kind of thinking has been the anchor for Coca Cola’s weight loss campaign. Although the thoughts are very contrasting of each other, as soda makes one heavier, they were able to push the idea through and create a positive video promoting health to their consumers.
4. Go beyond the media
Contents and campaigns can always go beyond the usual websites and media. Providing experiences through on-ground events and activations, creating compelling videos and e-mails – these are only some of the ways that a company can explore when it comes to creating a strong campaign that would create a difference for their audience and consumers.
Image Credit: Flickr, Creative Commons: Chris Nielsen, Anna Anjos
from Darlene Milligan http://ift.tt/1fzPCuN via Transformational marketing
from Tumblr http://ift.tt/1euNqUr
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