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Jan 21 2019
Members of our Digital Marketing Insiders group get the opportunity to connect with and learn from experts from all corners of the digital marketing industry so they can do their jobs better! If getting better results and boosting your skills sounds good, join us here.
Kate Moeller, Global Head of Friesland Campina, joined Krista for an interview about creating great content and how testing can really drive the results you need. Her message is simple but one so many digital marketers don’t focus on.
If we were to ask 100 digital marketers what makes good content, they’re likely to give you answers surrounding images, video, or the message. They’re missing the point, though. Truly great content is marriage between what your brand wants to communicate and what people are interested in hearing. It zeros in on what motivates them to take action on what it is you want them to do.
But wait. People on the internet like cats. They love emotional videos with babies getting glasses for the first time or military family reunions. Your brand should do more of that, right?
Maybe. If you’re selling cat-, glasses-, or military family-related products or services.
Unfortunately and typically, “buy my stuff” posts don’t seem to do well, either. Yet still, many digital marketers believe that content can be meaningful to a human OR advertising. That’s where they go wrong.
Great content is about hitting that sweet spot between the two. Emotional or humorous are great, if they’re what your audience wants from your brand and it serves it.
Kate’s last words of advice were to not overlook what already works. “if you look at certain politicians who are getting a lot of attention in the news, for example, it’s always the same message. It is, however, being communicated in different ways over and over again that resonate with different audiences.” You don’t always have to change the message to get a bigger impact. Maybe just the approach in presenting it.
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