Liquid and Linked – Content Creation and Marketing Success
Numbers have a way of highlighting the need for new marketing strategies, so try these out:
• A business supplier can expect to retain a maximum 12% of a potential customer’s attention throughout the purchase process.
• Customers are usually already 60% of the way through making their purchase decision before they even get in contact with sales representatives or even advertisements.
With the widespread availability of information and social distractions scattered across the internet, online marketing has to take its strategies one step further.
This is where Content Creation and Content Marketing become particularly important. The idea is that if you can present yourself as a big enough expert in your field and provide added-value services to your potential customer base, then you just might be able to hold their attention and eventually earn their trust.
However, the problem most marketers face is the constant need to update their online social media platforms with new and exciting content. Most end up with a mediocre mass of content that just becomes a part of the internet noise that online customers have long-since learned to filter out. The most important thing to remember is that Quality is always more important that Quantity!
As a further exemplification of this, Coca Cola has recently come up with a marketing strategy based around what they’re calling “Content Excellence,” a combination of Liquid and Linked Content. “Creating ideas so contagious that they’re out of control,” makes Liquid Content, and maintaining an intrinsic relationship between this content and the company’s business objectives, brands, and consumer interests, makes it Linked Content. All this is in the hopes of provoking conversations so interesting that they become part of popular culture itself.
You have to keep in mind that conversations are a back and forth interaction, regardless of the social environment. This rule extends to the world of online social media as well, wherein if you do not constantly act and react to customer input, conversation content will never reach its full potential. However, customer generated responses can also turn into internet noise all on their own, so it becomes particularly important to filter noise by systematically dispersing brand ideas in increments across multiple conversation channels. Thus controlling the content and directing its energy towards generating consumer satisfaction and relationships based on trust. This creates a unified Brand Experience, which in turn leads to unified Brand Exposure.