The modern consumer is fed an insurmountable amount of information on a daily basis. Whether it’s delivered through more conventional medians such as radio, print or television; or through modern means such as web and social media. Consumers interact with a myriad of content every day. So how do we stand out amongst the multitudes of multimedia? Amongst the competitors and algorithms that challenge our ability to garner face time with consumers? Our greatest asset is to create more…assets if consumers are already drowning in a sea of content make sure most of that dense saltwater is yours.
Flooding social media or radio airwaves with arbitrary content will only get you so far, it is imperative that the content you create is interesting and engaging.
Our best chance at building brand recognition and consumer relevance in the modern market is to be so omnipresent that your company or brand is unavoidable. Every city in America has a jingle for a local lawyer, plumber or bail bondsman that most patrons of the city know by heart; even though 99% of them have never used that business’ service. By over saturating their media streams they have become a household name in their respective communities. However, this example brings up an important caveat, quality matters.
Flooding social media or radio airwaves with arbitrary content will only get you so far, it is imperative that the content you create is interesting and engaging. It is unsurprising that on social media video content garners better engagement than photo content, video is eye catching and requires the viewer to engage with the content for more than a single second. Even a brief animation or video boomerang can make the difference between a consumer scrolling past your content versus converting that consumer into a sale.
Just because “Content is King” doesn’t mean you can’t be the king or queen of content!
Never be content with your content! It can always be more captivating and curated to your chosen demographic. Utilize content analytics to your advantage, determine which days, times, and locations receive the best engagement and are more likely to convert consumers. This has to be an ongoing process because it can be ever-changing, what worked in Q1 of this year may not work for Q3 or Q1 of next year for that matter. Measure your failures and successes and optimize for the future.
Just because “Content is King” doesn’t mean you can’t be the king or queen of content!
