As a marketer, if you create content regularly, you might get stuck at some point. The reason for this is a lack of content strategy. The solution to the problem is to have a content model that can guide us and help us in crafting the content for different platforms.
The panel discussed the topic ‘Content Modeling for Marketers: Making your Content Work Harder’. In this session, the audience walked away with the practical tips for building simple, easy-to-use content models that make creating effective content a breeze.
Let’s look at some takeaways of this session:
1. Understand the objective
It is crucial to know the objective when it comes to creating content. What are your intentions? What do you hope to achieve with your content? It is difficult to tell if your content will be successful without knowing the objective of the content. For example, is the content made for education, to change people’s mindset, or is it for brand building purposes?
2. Going viral
If you work in an online marketing agency, you know it’s very common to hear a request from the client to have their content go viral. Nowadays, people are too obsessed with going viral to get attention and exposure. Bear in mind that the kind of content that can go viral does not necessarily match your brand or business. Instead, focus on asking these questions: who is your target audience? How are they reacting to your content? Are they reacting the way you want them to react?
3. Learn to pivot
Marketing is important for every business. To develop an effective marketing strategy, we should learn how to pivot (and not avoid it), especially in today’s digital world. Pivoting means flexibility. When we are conducting a marketing campaign and it is not going well, we need to understand the data and try a different way—in this case, different content. We should not keep doing the things that don’t work just because we planned it. When the data shows an undesired result, stop it and do something else that works.
4. Tell a good story
Various channels with different content are now available. It is a competitive environment for brands and businesses to create content. But a good story can make your brand stand out and attract people’s attention. Think of a story for your brand. Instead of a functional style of story, create a more emotional kind of story to connect with your audience. Besides, the story disseminated across different channels needs to be consistent so that the audience on different platforms know who you are.
5. Be authentic
When crafting content, we need to stay authentic with the audience. If the content does not relate to your brand, do not do it just because everyone is doing it. Not all trending content is suitable for your brand. Be authentic in the message and content you bring to your audience as they will know whether your content is authentic.
When creating content, remember it is not about you or your brand. It’s about your audience. You are creating content to reach out and communicate with your audience, so it’s recommended to look from their point of view and try to think about what kind of conversation they want to have. Start creating content with this mindset, and you are ready to go
In this session, we’re pleased to have Samantha Tang, Chapter Lead of Google Business Group (GBG) as the moderator. Once again, we thank the following panellists for their valuable sharing:
- Raymond Siva, Senior Vice President, Investment and Brand & Chief Marketing Officer, MDEC
- Stephanie Sekar, Community Partnership Manager, SEA Tech Company
- Phin Wong, Head of Content Marketing, Singapore Press Holdings
Watch the full video of this panel discussion to get more insightful information from the panellists!