Marketing Strategy

22nd May 2017

Teviot 10: Content Marketing – The Basics

by Chris Nelson, Marketing Executive

‘Content Marketing’ is everywhere right now.  It’s seemingly become the ‘hot topic’ from a marketing perspective.  But what is it?

The Content Marketing Institute defines Content Marketing as:

“…a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience – and, ultimately, to drive profitable customer action.”

Don’t be fooled though.  It’s nothing new.  Content marketing has been around for decades.  Its only recently that the term has garnered its own space within the marketing function to ensure “content”, in whatever form, is produced with value, relevance and consistency in mind.

Below we’ve outlined 10 key points to follow when you’re creating content. Each of our points are backed up by quotes and examples from industry professionals and/or Teviot’s in house marketing specialists.

1. KNOW YOUR AUDIENCE

A more engaged visitor has a higher chance of converting, so it’s important that your content appeals to your ideal guests’ interests and needs.” – Leonardo.com

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The Radisson RED blog, Amplify RED is a great example of a brand knowing who their audience is.  You’ll see that the blog isn’t used as a hotel sales or promotion tool but instead they use it to interest and engage their audience based on the foundations upon which the RED brand was created – Art, Music, & Fashion.

2. KNOW IT’S PURPOSE

“If you don’t know where you’re going, and why, how will you know when you get there.” – hoteliers.com

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Make sure you create your own Yellow Brick Road. You have to know what your content is trying to achieve and how you want to achieve it. Otherwise you might get sidetracked and lose focus.

3. UNDERSTAND THE CHANNELS

“Each serves a different purpose and connects with the consumer in a different way.” – Kate Walker, Social Media Exec @ Teviot

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The ALS ice bucket challenge, first kicked off in 2014, became one of the most successful pieces of viral marketing of the century.  Why?  The channels they used.

  • 4 million videos shared on Facebook / 3.7 million videos uploaded on Instagram with the hashtags #ALSicebucketchallenge and #icebucketchallenge
  • over 28 million people joined the conversation on Facebook
  • $85m raised in 28 days

ALS created a challenge that was incredibly easy for people to share over the more visual social media platforms at the click of a button, helping to create incredible brand awareness and raise an insane amount of money for the cause.

4. USE OF VISUALS

“When people hear information, they’re likely to remember only 10% of that information three days later.  However, if a relevant image is paired with that same information, people retained 65% of the information three days later.” – John Medina

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This image from the Radisson Blu Facebook page is a perfect example of capturing your audience’s attention using imagery.  The use of colour and photography style capture the brands personality and aid in attracting clients to use their facilities.

5. ON BRAND

Don’t create something so far gone from your brand that it confuses the consumer and poses risk of associations with a competitor.” – Chris Nelson, Marketing Exec @ Teviot

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This article discussing the legal battle between Jack Wills and House of Fraser regarding the similarity between the two is a great example of ensuring how important a brand identity and representation is.  In the article Roger Wyland, QC for Jack Wills, claims that the two logos are likely to create confusion amongst customers of the two brands.  We agree with him!

6. BE SUCCINCT

I didn’t have time to write a short letter, so I wrote a long one instead.” – Mark Twain

This Barclays TV Ad sums up our point of putting your message across in the most succinct manner possible.  Remove the fluff and provide your audience with the information they need to process what you’re marketing.

In an age where consumers are bombarded with information it is imperative you provide them with the necessary information for them to process to stimulate buying decisions.  Don’t get lost in the mass of content available to consumers.

7. TELL A STORY – YOUR STORY

Good stories give big voices to small ventures.”  – Neil Patel & Ritika Pura

Sara Bennison, who become CMO of Nationwide in 2016, hit the ground running by refreshing their brand strategy using the tagline “14 million members, building society, nationwide”.  With revenues up 11% and profits up nearly 35% Miss Bennison has clearly identified that Nationwide’s differentiator is its story.  Its history, its heritage and its core principles and values from the initial conception of the Society combine to help them stand out from their competition. (Remember, they don’t class themselves as a bank).

8. PLAY ON YOUR USP/DIFFERENTIATOR

“Forget your product or service.  What do you want to be known for?” – Chris Nelson, Marketing Executive @ Teviot

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As we said in Point 1, the Radisson RED brand, which was “dreamed up” right here at Teviot, has done just this.  Forget the product or the service, RED have identified a way to connect with their audience in a way that has disrupted the hotel industry.  The brand recently had a fantastic write up by Ecosalon.com, which you can read here.

9. FORM AND FUNCTION ARE ONE

“Good content (like good design) is useful. It needs to resonate with and inspire the intended audience but also be in the right format on the right channel.” – Nick Cole, Teviot CMO

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Guggenheim architect Frank Lloyd Wright coined the term ‘Form and Function Are One’ as an evolution his mentor Louis Sullivan’s ‘Form Follows Function’ axiom. Louis Sullivan’s Chicago architecture firm arguably invented skyscrapers.  Wright took Sullivan’s focus on function a step further by (successfully) demonstrating that true architectural success can also be beautiful.

Content (like most good design) successfully balances form and function.  Understanding who the content is for and it’s purpose (Function) and then delivering it in a form and via channels that give it an optimal chance of success (Form).  Success being views, shares, click throughs, inspiration to buy or book.  Engagement.

10. KEEP IT FRESH & ORIGINAL

A restaurant wouldn’t serve an out of date avocado….neither should you.” – Chris Nelson, Marketing Exec @ Teviot

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I don’t know about you, but we like our avocado fresh!  Enough said?

Keep an eye out for Part B of our content discussions where we’ll delve deeper and discuss some of the more technical tips and tricks of getting your content spot on.

In the meantime, if you want to discuss how we can help you with your content marketing, don’t hesitate to get in touch with us.

Contact Nick Cole, CMO on:

Telephone: 0131 538 8300

Email:  nick@teviotcreative.com

Chris Nelson, Marketing Executive

Teviot 10: Content Marketing – The Basics

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