The real thrill of an ad campaign is "creating buzz." Once your campaign becomes a talking point, even just once, that feeling is hard to forget. However, in content marketing, that experience can sometimes become a hindrance. Unlike advertising, content marketing is a 24/7, year-round communication that connects and interacts with consumers. Even if a single piece of content goes viral, it doesn't end there; you must also navigate the post-viral decline phase. This often leads to the question, "What was that buzz all about?" Sometimes you hear comments like, "The content became a topic, but that was all it was, right?"
Going viral isn't inherently bad, and reaching more people is definitely better than reaching few. So, it remains a crucial point in content creation.
However, here's the tricky part: when "going viral" becomes the goal, planners often end up focusing more on how to say something rather than what to say. Just as the old creative adage says, "When you're stuck for ideas, ask a child or an animal," there are also topics that are naturally more likely to go viral online. Consequently, the emphasis shifts to finding viral topics and how to present them.
Even if going viral isn't the stated goal, the lingering habit from past advertising campaigns can lead teams to unconsciously gravitate toward "ideas that seem likely to generate buzz."
Fundamentally, content is "information that is beneficial and persuasive to the audience." In content marketing, conveying valuable "what to say" is crucial. Yet, there's a danger that "how to say" becomes the goal, turning things upside down.
Consequently, consumers only remember the visual "how" part, leaving them wondering, "What was that even about?" The problem of ads being remembered while products and brands are forgotten has long plagued advertising creative, and this challenge remains unchanged in the digital age.
In content marketing, content is ultimately a "means" to convey value and prompt action. By communicating value through content, you aim to turn people into brand fans. When people perceive value in the content, they comment and explore various other pieces. This accumulates VOC (Voice of Customer) and logs useful for future marketing activities. By consistently publishing such action-driving content over time, you ultimately build a large base of fans and gather consumer insights. That is the true value created by content marketing.
So, how should we approach creating such "action-driving content"? I'd like to share five insights gained from practical experience.
① Useful Information
Naturally, information like "the right way to do things," "how to choose today," curated lists, or store maps is always in demand somewhere. The key is how to turn that information into content. For example, having not just experts but also company engineers or developers provide useful information as specialists carries significant persuasive power today, where "who is conveying the message" is as important as "what is being conveyed." If this content also showcases the uniqueness of the company or brand, it becomes more likely to be valued by search engine algorithms. Of course, content that easily provides necessary information, like an "app that finds the nearest restroom," is also highly appreciated by users.
② Include User Comments
When considering purchasing a product or service, checking how others evaluate it has become an almost automatic behavior. Presenting content that includes not only your own message but also comments from other users will be a crucial factor, especially in giving that final push to make a decision.
③ Don't forget the CTA
To determine if content prompts action, you must include points where user movement is evident. Known as CTAs (Call to Action), this involves incorporating elements like inquiry or download buttons to ensure subsequent actions can be measured.
④ Fiction and Aspirations: A Delicate Balance?
The aspirational worlds once depicted in magazines and ads—those ideal fictional narratives—feel increasingly hard to connect with, even within those mediums themselves. The same holds true online. While beautiful photos and scenery remain essential, stories lacking factual grounding or half-baked fiction often fail to resonate. The balance between fact and fiction—the level of artistic license—in content seems to have shifted from the mass media era. What are your thoughts?
⑤ Listening to the Voices of Consumers
What information is truly beneficial and persuasive for your target audience? Grasping this is the most difficult task. Here, we must return to basics: persistently engage in social listening to gather comments, incorporate comment features into content to hear consumers' voices. Experience has shown that those most invested in a brand express themselves in the most diverse and meaningful ways. The depth of their insights can even surpass that of group interviews. While the number of people who comment isn't huge, consistently listening to them reveals countless valuable insights.
Getting people to take action is no easy feat. While data analysis can help identify specific techniques, like crafting titles, even getting family or colleagues to act as intended is difficult. Fundamentally, there's no simple manual or rulebook for easily moving people. That's both the challenge and the fascinating part of communication.
In any case, in content marketing, content is not the goal but a "means." I want to keep reflecting on that.
From the Front Lines of Content Marketing [14]
