These days, we’re all engaging in content marketing. That’s the essence of this blog. You’ll notice no advertising along the columns or at the top of today’s post. That’s because our blog’s goal has never had anything to do with increasing revenue – directly.
JacoBLOG – and a lot of the social and digital activity that companies generate – has more to do with engagement and brand building. I am not alone. A survey this year by Outbrain polled marketers about the goals of their content marketing.
Below are the reasons they offered for why they use social media, email databasing, and other digital tools for their businesses.
Note that increasing sales is fourth, behind increased engagement, site traffic, and better brand awareness.
Yet in radio, we see a lot of content marketing – on Facebook pages, email “blasts,” and on websites – and it’s often focused on pushing out messages that are all about the station. Enter our contests, listen at this time, or simply “like us on Facebook.”
A recent eMarketer report talked about factors that go into great content marketing. The themes are familiar – storytelling, creating value, and traffic building. Lori Lewis continues to remind us of these same attributes, rather than simply promoting contests, guests, and “driving occasions.”
Perhaps part of the disconnect in broadcasting comes down to the problem that most radio people simply don’t consider why consumers signed up for these platforms in the first place.
And that brings us to a smart observation from Chobani (they make yogurt) director of digital communications, Emily Schildt (pictured left):
“Think like a consumer. You know, would I pin this? Would I ‘like’ this? Would I comment on it?”
That’s also the advice of marketer Clayton Christensen, who is a fan of observation – specifically, watching people using products and taking note of how, when, and why that is part of every brand. Ethnography – the research technique we used here at Jacobs Media in Arbitron’s “The Bedroom Project” and “Goin’ Mobile” – can reveal a great deal about product usage and interfacing with brands. By following consumers and spending time with them in their “natural habitats,” you can learn a great deal about how they engaged with everything – including radio.
It’s a first step in thinking like a consumer. Watching and observing, connecting the dots, and then directing your content marketing into their terms.
Do you want to succeed in the social and digital space?
Stop thinking like a DJ. Stop thinking like a PD. Stop thinking like a promotions director.
Think like a consumer.
Thanks to Greater Media’s Tom Bender for the inspiration for this post.