When it comes down to content marketing, it’s important to get it right. However, it can be tempting to take inspiration from your competitors and famous brands in the process. Many businesses fall into the trap of looking for models that are “on trend”, then following their preferred one to a tee. While this may seem a sensible approach, it won’t make the best use of your skills or help showcase your brand, product or service in the best possible light.
For example, one of last year’s content marketing hits included Birchbox’s online beauty trick videos, which helped spread the word about the company’s monthly beauty box subscription service. Another tactic which proved highly successful was the band, Arcade Fire’s use of crowd-sourcing. Fans were encouraged to upload their own videos of the band’s recent tour for a chance to see them published on Arcade Fire’s website and Facebook page. Not only did this give fans the opportunity to share prime web-space with their heroes, but it also meant that Arcade Fire benefited from plenty of free content.
While these two very different, but hugely successful examples of effective content marketing may seem like great techniques to emulate, there are several reasons why it’s best to go your own way.
Our team members at Urban Attic are the experts in content marketing services in Lancaster and across the UK. Therefore, we know from our many years of experience that following the pack doesn’t always bring you the success you desire. We mentioned the phrase “on trend” earlier, and if you look it up in the dictionary, you’ll notice the common definition is “very fashionable”. The trouble with anything classed as “very fashionable”, whether it’s clothes, make-up, technology or hairstyles, is that it can quickly become out-of-date. This is why it’s so important to resist the temptation to follow “on trend” content marketing techniques and instead, forge your own ideas.
This doesn’t mean that you shouldn’t aim to make use of current trends in your marketing at all – just be sure that you put your own brand’s stamp on them. Plus, you’ll also want to ensure you have the ability to move with the times as everything has a shelf life, and you won’t want to reinvent the wheel every time trends change.
Considering the fact that only 32% of content marketers believe they are currently executing an effective strategy (according to Kapost.com), changing or indeed initiating your company’s strategy may seem a little daunting. Therefore, it’s no surprise that many UK businesses turn to Urban Attic’s content marketing services in Lancaster in order to get it right first time. So, if you’d like to join the 32% of businesses who are enjoying longevity and profit, as well as maximising their potential through effective use of content marketing, isn’t it time you gave us a call?
Together, we can look at your brand’s values and unique selling points, and ensure your voice is heard by both new and existing customers. Let’s make 2015 the best year yet for your business. We might be based in Lancaster, but our content marketing services are available to people across the UK, and we’re only a phone-call, email, Skype or Tweet away.
Sources: http://www.forbes.com/sites/drewhendricks/2015/03/10/the-only-6-content-marketing-tips-you-need-for-2015/ http://www.exacttarget.com/blog/uk/the-30-most-genius-content-marketing-examples-of-2014-so-far-3/