“What really decides consumers to buy or not to buy is the content of your advertising, not its form.” What was true for Ogilvy in the 1960s is still relevant today.
Content creators from various industries, including Mutant’s content team, gathered at the Asia Global Content Forum 2017 in Singapore to discuss the challenges in the creation and deployment of content across markets in the region.
Here are a few insights we gleaned during the forum:
1. SEO is still relevant
Although marketers have started to shift their attention from keyword to producing quality content, search engine optimisation is still crucial for content to reach the right audience. Remember that in a world where the destination is everything, we need to know how to get there. Search is a brand’s signpost.
All marketers understand (or should understand) how ‘search’ works and why certain pages rank higher for a particular keyword than others. If keyword stuffing is still your modus operandi, then you need to read more about how content and SEO can work together.
SEO is still relevant, but it shouldn’t be your main focus. Rather, it should be one part of your content marketing strategy. Marketers can get hung up the ROI gained by SEO, but it’s the wrong question to ask. Focus instead on overall quality content and then how to get it in front of people.
2. Interactive Marketing from Stranger Things
The wildly popular Netflix series Stranger Things might seem at first glance just a sci-fi-inspired show for teens. But the series’ dark, perplexing world has captivated millions of viewers from around the globe (not least thanks to a healthy dollop of 1980s nostalgia for the adults). The TV drama shows the unknown, and the emotions unleashed by it, appeal to audiences the world over.
Netflix has taken advantage of this fascination and made their promotions for season 2 interactive with a free mobile game, including trailers and short preview clips. What do we learn from an old-fashioned 2D game about a strange world? We want to be part of it.
— Stranger Things (@Stranger_Things) October 4, 2017
Bringing Stranger Things into daily life, Netflix also partnered with Lyft, making car rides strangely entertaining – including a vomited slug, which is something that not many brands would dare try. The promo resulted in increased Lyft requests and a spike in social media mentions.
3. Don’t neglect the notion of play
When it comes to the concept of play it’s hard to not think of LEGO. The brand has been at the forefront of playful marketing for decades. While LEGO is traditionally a toy for kids, the company has managed to get the attention of their parents (and other adults, too), by enabling them to experience and relive the playfulness of their youth.
One such example is the LEGO Kronkiwongi Project. LEOG asked children around the world to build a ‘Kronkiwongi’, not giving any instructions but letting the imagination of kids running wild. The creations were shared with parents on Facebook, resulting in thousands of further submissions and a significant uplift in brand connection to imagination and creativity.
Other reasons why LEGO is a content hero:
- They engage adults with movies
- They capitalise on the success of other brands (Harry Potter, Lord of the Rings, Batman, …)
- LEGO tells universal stories of good against evil that resonate in every language
4. Authenticity is key
With more than 2 million blog posts written daily and more than 1 million photos posted on Facebook every 60 seconds, it’s becoming harder and harder to get your message across. According to HubSpot, 65% of companies state that generating leads and traffic is their top marketing challenge.
Having an authentic message is crucial to catching people’s attention. But it is not all. Marketers also need to find the right channel to amplify their message. So, tailor your brand’s message for each of your marketing channels.
5. Convey value early
When Facebook decided to play videos in the newsfeed automatically, marketers saw a huge opportunity. What seemed like a mere convenience to users is a game-changer for brands. Conveying value early in videos has become crucial for companies to increase their awareness and message association.
Remember that users have an increasingly shorter attention span. So, when creating content, make sure you come straight to the point. No matter the what market in which you operate, offering readers and viewers value is increasingly important. Read more about brand video content.
6. Never be stagnant
Best practices (for writing, SEO, email marketing and more) are great. But if everyone is following best practice then no one is doing anything different. Benchmark other brands’ methods to get a better understanding of what works, but don’t copy them step by step. If you want to succeed – be creative and unique. Don’t be afraid to take risks.
7. Curate to tell a story
User-generated content can be an amazing addition to your marketing efforts. Social media makes it fairly easy for marketers to run campaigns that incentivise audiences to create content for you.
But don’t forget about storytelling. In order to tell your brand’s story, you need to curate user-generated content or risk your brand message becoming a jumble.
8. Localisation is the way to go
It might be obvious to some people, but what works in Australia does not work in Singapore – and vice versa. Each market deserves its own ideas. If you as a marketer can’t operate at market level, you are wasting your money. Spend your effort on interrogating people locally to get a feel for the pulse and speed of things.
While algorithms for natural language translation are becoming more prevalent, they aren’t at the point where niche terminology and industry terms are accurately translated and localised.
9. Market expansion with content
When rolling into a new market content is key. But it’s also a major issue for many companies. Having a well-running content platform in one market and wanting to launch it in a new market is not as easy as it seems.
Want to know where to begin? Read more about how to get your brand heard in a new market.
Need help with developing creative content – drop us a message at firstname.lastname@example.org