How relevant is your content?

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.

View this post on Instagram

Repost via @firstbanknigeria Time for another #LoveweddingsNGTip So it’s Saturday and @firstbanknigeria has identified that a lot of their customers are probably spending their Saturday morning cleaning. So even though it’s nothing to do with banking, they decide to offer 5 tips on how to keep your room clean (Notice the poster features the Colors – blue, yellow and white. It also has the First Bank Logo and the tag line – You First) #SubtleMarketing Gone are the days when #marketing was all about #BuyThisProductNow #PayMeForMyServices now, customers actually warm up to brands who seem to care genuinely about things that affect them. So to our dear #WeddingVendors, what are your potential clients doing this Saturday morning and how are you using this information on #SocialMedia to market your brand… #QuestionOfTheDay #QOTD #NigerianWeddingVendors #LoveweddingsNG

A post shared by African Online Wedding Website (@loveweddingsng) on

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.

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Wedding Vendor 101 is an educational hub for African wedding vendors. We offer coaching sessions, resources, online training courses, and more to help African wedding vendors thrive using digital marketing strategies.

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