Aristotle knew a thing or two about quality. He even wrote a catchy maxim about it: “Quality is not an act, it is a habit.” Indeed, it is a habit which online marketers would be wise to pick up if they’re going to stand a chance of making an impact on their target audience. Today’s consumer expects premium media, so let’s take a look at a few ways to ensure that you’re on the right track to providing content that soars above the rest of the pack.
THE POWER OF STORYTELLING
He has 138,469 followers on Twitter … and he’s a completely fictional character: the Old Spice Guy. Why would any human with an inkling of sanity desire to get constant updates from a person who doesn’t really exist? Old Spice managed to create an emotional attachment through the consumer’s funnybone, then created rich online content to further the storyline.
We want to know what the Old Spice Guy is going to say next, or even better, what he thinks about us (“Clearly you are a man of great smell, Jeremy,” he recently informed a lucky deodorant user). Old Spice figured out they had stumbled across a good thing, and has therefore devoted every element of online content to furthering the mythos they so hilariously brought to life.
MAKE IT SHARABLE
These days, most of us are marketed to by the people whose opinion we value most: our friends. Social networks like Facebook have given enormous potential to any online content you create, provided it’s something that others will want to share. A glance at Nike’s Facebook page reveals that they’ve made it their mission to provide premium sharable content to their followers, which has in turn led to millions of views from consumers who would not have otherwise taken the time to visit a Nike website.
TIME IS OF THE ESSENCE
Most Americans aren’t tuning into C-SPAN on a regular basis because most members of Congress lack the fundamental quality necessary to hold the average audience’s attention: brevity. Whatever media you’re providing, make sure you’re able to communicate it as swiftly as possible, as other options are always just a mouse-click away.
By focusing on succinct, sharable content that tells a compelling story, an online marketing campaign can distinguish itself from the competition and set itself up for a deeply rewarding relationship with its intended audience.