Simply put, Content Marketing involves marketing content that is relevant and valuable to a target audience. It can be in either video, image or written form and includes the process of creation and distribution. It aims to increase brand awareness, extending audience sizes and ultimately result in a purchase of the organisation’s product or service.
Creating content isn’t always easy or straightforward. Often finding an ‘angle’ or way to execute your message without being ‘salesy’ requires more thought. Video content requires production expertise which is expensive and requires much expertise. Writing a blog article is more straightforward.
Don’t assume that cood content will automatically gain exposure. It needs to be noticed and given a helping hand most of the time. This most crucial step involves the careful, targeted distribution of the content to the audience most likely to value it. Apart from just publishing the content on your social media page, website or shoving it in your e-newsletter, it sometimes needs additional resources. This is especially true if you don’t have a considerable number of people already being exposed to your different channels of communication. Some of the ways you can promote your content include:
Note: This is just one of many client examples. If you think JH&C’s expertise would benefit your organisation, please contact us for more examples of our work.
Client – [name withheld]
Industry – Marine
Product – Boat Accessory – unique and specific
Problem – The patented product was well known via word of mouth in Australia but lacked general brand awareness. The client wished to increase awareness in Australia and in the USA. Only one dealer sold the product in the USA and without promotion on the ground, there was only minimal sales success. The product is difficult to explain in written or image form to people unfamiliar with its operation. Customers struggle to value something that they don’t understand and the value proposition was not cutting through.
JH&C’s Solution – the client had a small collection of video clips and images most of which were sourced from advocate customers. Video represented the best way to communicate the product benefits and value proposition as opposed to text or static image. The client had a following of 4000 likes on their Facebook page with reasonable engagement levels. Without an Instagram following, this medium presented the best way to disseminate the content.
JH&C edited the collection of clips into a seamless quick and snappy video showing real customers using the product. Particular focus on the time saving advantages were highlighted through the stitching of short clips in quick succession. JH&C boosted the video to a very specific target audience which was identified through a consultative research phase.
The result – The video quickly gained views but most importantly generated a large amount of organic engagement on Facebook – namely shares, comments and likes. The client’s Facebook page like base increased by 50% and word quickly spread. Sales interest followed both through their online store and through their dealer network.
A new unbranded video clip was boosted after reach has slowed in the initial video and also returned healthy results.
An old unbranded clip from over 12 months ago was reposted and boosted. This video smashed all previous records due in part to the increased like base and from some additional targeted boosting
EFFECTIVE
proven
SAFETY
simple
INTELLIGENT
INNOVATIVE
CREATIVE
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