Are you sailing on the Sea of Sameness?
One marketing conundrum that I chronically ponder is the amount of content that is created, generated, and posted every single day. A deeper examination, however, it really starts to look, sound, and feel the same. Content Strategy and Marketing continues to be a necessity in all marketing programs and the demand for it grows. While watching Stephen Colbert the other night, Chris Cuomo was the guest; answering questions about the impeachment trial and reporting on both sides of the table. He remarks, “it’s become a sea of sameness.” Yes! That’s what content marketing has become too. A literal sea of sameness. As marketers we are constantly on our proverbial soapboxes demanding DIFFERENTIATION, DIFFERENTIATE, how are you DIFFERENT. How do we take these differentiators that we work so diligently on and solve this sea of sameness in our content strategy? I’ve outlined a few suggestions and ideas around drawing in from those key differentiators to create better, relevant, and memorable content that brings people back to your website, blog, and email program. Let the regurgitation stop and the creativity set sail in 2020.
Comments - Read those comments! Engage with them but turn the conversation into new content. If it’s on the same topic then turn the topic into a series. This is assuming you allow comments. Allow comments. It may open your product or service to criticism but that will only force you to level up on your brand value commitment. They can validate your target market. Your readership that makes comments is your target market, listening to what they say and responding is key to lasting relationships.
IRL - In Real Life. Take a look at how your differentiators are evidenced in the products you produce or the service you provide. In other words, be anecdotal. Tell a new story and make it full circle back to your brand differentiators. Are you a civil engineering firm that just completed a stormwater project? Showcase how the design and construction have since helped a community thrive and survive. Personalize the project in real life.
Infographics - Demonstrate your intent with a graphic rather than just text. It will have a dramatic, memorable effect. Infographics are effective because they combine the written word with visual elements to pack big ideas into small spaces. Presenting information in such a compelling fashion encourages visitors to spend time on your site, consuming and sharing more of your content. Canva is an excellent resource for creating fun, easy, and memorable graphics.
RFP/RFQ/RFI - Typically the enemy of creativity and differentiation, get creative with the entire team on how to submit the information required in a new way or graphically. There are no hard-fast rules that state that your company story, company statistics, and firm achievements need to sound like your competition. The same rules apply here for being memorable. Using comparisons, pop culture, and personal story help isolate your technical submittals from the rest. Don’t be afraid to stand out. If you don’t have a dedicated proposal/creative manager on the team a great place to start is to hire a consultant to manage the process.
Press Release - The press release IS NOT DEAD. Despite the rumor on the street. This valuable communication tool is still alive and kicking with editors and journalists in all industries. Once the press release has been created, use it in an article, blog post, or social media posting to tell a back story. Press releases are objective and stick to the facts, they are typically a single page. Use this powerful document to tell the inside scoop. An architecture firm wins a big award for a project they worked on for years! The press release will announce the award with a lovely quote from the firm leader. The blog post or article tells the team story, the client story, the community story, and lessons learned. Need a press release? Let me know.
AMA - Ask Me Anything. As marketers and content machines we seek to engage our internal teams in our messaging. Yes, technical folk run when they see you approach but they won’t if you direct and produce an AMA that speaks to their strengths and contributions. Just start asking questions. Take a funny picture or quick video clip and that’s unique and creative content for the blog, emails, and social media. Plus, they will share it with their friends. The key to a successful AMA requires a bit of planning and research. You’ll want to craft questions that are popular. Ask the technical people what people are most curious about when it comes to their job and output. AMA’s can be done with just about anyone at a company or firm so it’s never the same thing twice.
Newsletters - I know I speak for marketers everywhere when I say that there is newsletter fatigue out there on all sides. But they are necessary and we can’t abandon them because we watch the stats and data on opens, click-throughs, and shares. If you fall into the fatigue group then have a serious look at the state of your newsletter. Is it time to re-brand it, re-name it, change the schedule from monthly to quarterly? Has your newsletter grown up? Is it a magazine yet? In the past few years, we’ve seen brands become self-publishers. Their content is new, refreshing, speaks to and for their brand, and their customers. A few worth mentioning are Airbnb, Away, and my favorite, Sir Kensington’s Sandwich. Are you ready to level up your newsletter game? Let’s chat about our favorite mags.
I hope these ideas help you embark on the Content Love Boat and get off the slippery Sea of Sameness. It’s 2020, a new year, a new generation. Get excited about your content, brand, and communications. I’m here to help!