Content as a standout2020|22:26
Content is a way for brands to establish trust and create an ongoing relationship with their customers. Elly Strang, digital editor at sustainable packaging company noissue, talks about how to build a digital content strategy that resonates with your audience. A great content strategy, she says, balances three goals: boosting brand awareness, building community, and generating leads and sales. That’s why, today, every company needs to be a media company to some degree. “There’s a whole wave of digital-first consumers,” says Strang. “They’re online 24/7 and they want to build a relationship with brands. They don’t just want your platform or your product; they want guidance, advice, a sense of community and belonging, they want entertainment. Content is a great way to encompass all of that and to diversify your brand to become more than just a product or platform. It can become a lifestyle, an idea, a way of thinking or a community.” Strang also talks about how you can use creative ideas to bring together a community of like-minded followers of your brand. She cites outdoor clothing brand Patagonia as a great example of impactful and attention-grabbing content. One of the originals in this space, Patagonia started small and experimented to see what would work for their audience. “They started their blog called The Cleanest Line in 2007,” says Strang. “They created purpose-driven content about the environment, sustainability, and activism. Now, they’re publishing feature-length films on YouTube. The average views on one of their films in 2020 is one million views.” Strang cautions brands to assess the success of their content with more than just ‘vanity metrics’ such as Facebook likes, which don’t measure real engagement. Unique pages views and page dwell time are more important things to track. Set a framework and check it regularly to monitor your growth. You can do this easily through Google Analytics. “The other way to know if content is resonating is: are people actually talking about your content? Anecdotal evidence is really valuable.” Here are Elly Strang’s keys to creating standout content: - Remove yourself from the centre of the story - Find what interests or challenges people - Get ideas from lived experience - Have empathy - Stay on top of what’s relevant - Be bold.