This post is about a great presentation, and a new favorite story of mine. In essence, don’t have your brand publish crap, instead spend time developing a narrative full of your expertise.
Brand danger. Low quality content
The Velocity presentation provides an excellent summary on the rise of content marketing and the dangers for your brand if you don’t QA what you are sharing with the web. It is super, check out all 50 slides now.
High quality content will help you keep you in the good graces of search engines, and help you avoid penalties that impact on the performance of your organic search.
Set up for success. Tell great stories
Everyone is familiar with story telling, we’ve all had them from our childhood. A story enables brands to stop telling (An early indicator of crap) and start showing and illustrating. The Content Marketing Institute pitches them as “a method of building strong relationships with your customers and a thriving community of loyalists over time. Your story identifies what your passions are and serves as the foundation for all your future content developments”
I’m a big fan of Ok Go and a big fan of the Interview with Damien and Tim that shows the attention to detail, passion and creativity that went into the making of a superb music video. This story makes me appreciate even more what they do, and I’ll be on the look out for their next piece of work for sure.
Not everyone has a marketing budget to cover making a music video or a video documenting the making of a music video. But there are a few key take away points for all.
Go deeper. A landscape gardener can show before and after shots for work done. Consider showing before shots, during shots, commentary on complications, reasoning for materials used and After shots.
Social proof it. Wikipedia calls social proof “a psychological phenomenon where people assume the actions of others in an attempt to reflect correct behavior for a given situation.” Have other people tell your story like happy customers, or get an industry body to review your work and prove that what you do is valuable.
Invest in the medium. If a picture is worth a thousand words, then a video is worth a million. ShoppersChoice.com quoted that back in 2010 for a Search Engine Watch post and it is still true today. When you can, stretch to use video to tell your story.
In summary – If you are really good at something, show your expertise in how your product or service comes into being. It is a powerful marketing tactic with the rise of high churn low quality content.