One of the biggest questions that any marketing expert should ask is, “what value is my business and its marketing strategy adding to the market?” This question can often be difficult to answer. Any marketing campaign requires a balance between promotion and entertainment, and any marketing campaign should always add some sort of value to the consumer.
A good marketing campaign is creative and eye-catching, and it sticks with consumers after they view the ad or see an image. But there is a fine line to walk: the business must promote itself to the customer, but it must also entertain or otherwise impact them in some way, so that they remember the brand. How does a brand strike that balance?
Variety in Content
Let’s talk specifically about the content strategy of a business and its marketing campaign. Of course, tone is important. A business marketing funeral services, for example, would be remiss to strike too casual or “entertaining” of a tone. So, before deciding on a content strategy it’s important to identify the appropriate tone for what is being promoted.
From there, a good content strategy is all about variety. Consumers have short attention spans, and it has become increasingly difficult to reach them regularly and for more than mere seconds.
Content should strike a balance between education and promotional value. Remember, any content put out into the world should add value for the consumer.
Let’s use the example of a business that offers tax services. A content strategy could include elements such as education on basic tax know-how and tongue-in-cheek posts about the stress of tax season. This mixture strikes a balance between offering educational material and establishing the business as a subject authority and also breaking up the monotony and stress of tax season by posting relatable content.
Pay Attention to What Competitors are Doing
Healthy competition can be found in any industry, particularly among marketing campaigns. Marketing campaigns don’t always have to include jabs at competitors, but knowing what competitors are doing is nonetheless important. Why so?
While a competitor may have a solid content strategy, there might be something they are missing. Perhaps this is relevant information on new tax policies, for our tax business example, or perhaps there is no “human” factor in the closest competitor’s content. This is an opportunity for another business to pick up that slack and gain customers based on their dissatisfaction with a competitor.
Competition is not only about “dragging” the others or pointing out their flaws. Keep it classy and keep an eye out for ways to add more value to your own content strategy by identifying key opportunities.
Managing the balance between adding value and simply retaining audience members can be a difficult task for any marketing professional, but this is an important skill to hone. After all, consumers are tricky and often hard to reach. This requires some creativity and innovation to stay one step ahead of the others.
About the Author: Brian Gefter is a well-respected event planner.