how to use content marketing
Content Marketing is like a magnet: One pole (content) involves storytelling and creativity; the other (marketing) strategy and research. We need both to “attract” new customers and, especially, their money.
In this post, we’ll be looking at some 2022 content marketing trends from these two perspectives. Whether you want to improve your strategy game, find creative campaign inspiration, or simply make some kick-ass content; keeping up with these trends (not the Kardashians) will help you do that.
Tactical ad campaigns (which leverage current affairs) will never go out of fashion. The key to doing them right? Swift execution. That means always knowing what’s going on in the world and acting quickly when an opportunity arises. Add understanding your audience, a unique voice, a dash of funny and you’ve got a winner!
Here are some practical examples.
Local retailer brand Checkers collaborated with award-winning agency Retroviral to create the Sixty60 Swindler ad campaign. It is based on the popular Netflix documentary The Tinder Swindler, which reveals how con man Simon Leviev cheated women he met on the Tinder dating app out of their money. Checkers products were grouped under funny category headings like “My enemies are after me”, “Peter hurt?”, “Billionaires Club” and “No need to pawn your cars for these” based on tag lines and memorable narrative moments from the doccie.
Also, they made a parody video of the documentary featuring producer/comedian Glen Biderman-Pam who hilariously impersonates Leviev. The video reached over five million views on TikTok in its first week and resulted in sales of more than R1-million.
You can find a link to the video here.
Checkers’ latest Eskom-plicated campaign hilariously “brings to light” Eskom’s failure to supply electricity to us. In the brand’s Sixty60 grocery delivery app, useful “blackout” products were listed under the heading “Eskom-plicated” which comprises various sub-categories like:
Moral of the story? Load shedding is no excuse to be “in the dark” about what’s going on!
The COVID-19 pandemic has changed how we work, learn, communicate, and more. Therefore, a content marketing strategy must take these changes in consumer needs and behaviour into account to be successful.
The State of Content Marketing 2022 Global Report from Semrush.com makes the following suggestions to achieve this:
Releasing content during the pandemic that doesn’t show some awareness or sensitivity to living in it may negatively affect your brand’s perception. Do an audit of all your content to assure your audience that you are still in touch with the world around you.
Do surveys, interviews, phone calls, buyer personas…anything that helps you walk in the shoes of your audience and get a better picture of what their lives are really like.
According to a South African Smart Home revenue forecast from Statista.com, Smart Home Devices are on the rise in South Africa. This coupled with more people working from home means that Smart Home devices (some having voice control) will probably do things like searching for services and products. This is a potential new channel that we can adapt content for to reach customers.
GWI’s latest data shows that:
The Digital 2022: Global Overview Report produced by advisory firm Kepios shows that:
Now go forth and kick creative, strategic butt, young grasshopper (wax on, wax off).
Alternatively, if you are looking for an expert to handle your content marketing, Rolland Digital is the perfect place. We offer an extensive range of copywriting, social media marketing, blogging and social post design services.
Ready to learn more? Visit our content marketing page for more information.
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