Today, we’re writing about one of our favorite subjects – Content.
Before we go any further, ‘content‘ within this article refers to the ‘creation and distribution of information in whatever format (pictures/images, text, blog posts, social media posts, news, video, case studies, etc) with the aim of acquiring and/or retaining customers‘.
You’ve probably heard the saying ‘Content is King’ time and time again. However, we attended a 2-day training course recently, which completely altered our thoughts about content. Yes, content is important but more than anything else, ultimately the CONSUMER is and should be king/queen. The consumer should decide what content you create, when you share it, and how you share it.
So before you design that leaflet or write that caption/post and share that picture on your company’s profile page on Instagram, Facebook or your blog, think carefully about whether or not your consumer will be interested in what you’re sharing at that time of the day.
For example, if you’re a caterer, consider sharing posts like the one below, which we saw on FoodAce’s Instagram page between 6 am and 9 am when a lot of people would either be having breakfast or wishing they had a plate of poached eggs, sausages, and spinach in front of them.
If you’re a company that provides honeymoon packages, take a cue from the post below. The Grand Hotel Dore in Paris placed these notes for guests in their rooms the day after the Paris attacks thanking them for not canceling their trip. This is a great example of how to build content around relevant issues that directly affect your customers.
Cadbury decided to create a baby pram weighing 10kg out of chocolate. The pram, which went on display at Cadbury World was made from Dairy Milk. They did this in may 2015 when Kate Middleton, the Duchess of Cambridge had Princess Charlotte. This put Cadbury in the news
This one’s probably my best example. First Bank Nigeria shared the post below on Instagram on a Saturday morning. The post offered 5 tips on how to keep your room clean. How brilliant is that considering that a lot of Nigerians (who would form the bulk of their customer base) spend Saturday morning cleaning especially when its Environmental day.
We hope this has helped you realize how important it is to consider the relevancy of your posts before creating and sharing them.
We’d love to help you come up with a detailed strategy to help you reach your customers effectively – book a marketing consultation session with one of our marketing experts today.
Featured Image Credit: blog.openviewpartners.com
