– Convey a positive message – Show a person smiling – Focus on the solution rather than the issue – Use a soft Wedgewood blue
It’s not going to have the same impact is it? And neither would the fantastic, heartbreaking slaveryfootprint.org, still striving to deal with the same issue today. These campaigns understand a key thing: the problem has to be defined before a solution is sought. While your goals are unlikely to be this extreme, the principle remains; if you can’t flex to handle big subjects, you won’t change hearts or minds. And that’s what every content marketing brand needs to do. Communicating the Need The next focal point is communication. While challenger companies have grown on the back of their content brands, the process for some established names has been slower. We’ve been a bit guilty of getting our heads down to create content in isolation without consulting brand teams. It’s a mistake. It has a huge impact for brand teams and they should be involved from the beginning to understand every project’s goals, but also to provide input, guidance and expertise. Maybe even drive the project. As commitments and budgets in content marketing grow, its impact on a company’s total brand becomes more significant. Skipping the step might mean getting to output quicker but generally slows down approvals and sometimes leads to lengthy and unnecessary rework.Right now it’s hard work to get a content brand off the ground. A little bit of education and teamwork will go a long way to making sure it becomes the success we all want it to be.Enjoyed this article?
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