Content Marketing: 10 Red Hot Tips On Giving Audiences What They Want

Content Marketing: 10 Red Hot Tips On Giving Audiences What They Want
SHARE
THIS



Content marketing – the new buzzword that everyone is apparently now doing, even if they’re not doing it all that well.

But according to DWA head of intent APAC Aryeh Sternberg, there’s a sure-fire method that will kickstart your strategy, a method he divulged to both B&T and the many Ad:Tech attendees at yesterday’s conference.

So what are Sternberg’s top 10 data driven nuggets of gold when it comes to content marketing?

  1. Know your audience

Sternberg said it starts with listening to “what people are doing and why they are doing it”.

“You can’t just say your audience is men 34-40 living in Sydney and interested in technology. The more you know about people the more you can make an assumption about them and then get out there and test those assumptions.”

  1. Stop
  2. Look
  3. Listen

The next three steps are fairly self-explanatory, and according to Sternberg, involve identifying what competitors are doing, what’s being said and what’s not being said in the market.

“From a content perspective, are there conversations we can have?” he asked.

  1. Perception & Perspective

“The challenge is not just spitting out content. To get something out of it you have to let go of some control,” Sternberg added.

“On one end of the content marketing spectrum you’ve got advertorial and on the other end you’ve got editorial content that never mentions a brand, and then there’s everything in between.”

What needs to happen here involves keen observation and fresh perspectives that relate to your own audience.

  1. Content Journey
  2. Storytelling

“Every single person is an individual. What is your journey? Not everyone is going to consume content in the same way,” Sternberg said.

“One of the best content marketers was Barack Obama,” he added, citing his “yes we can” campaign and the exceptional story he told by getting out there.

  1. Co-Creation

“There’s a place for comments and people love hearing what other people thing,” Sternberg said. “Brands should look back at other mediums and ask, can we optimise other media?”

  1. Relevance
  2. Meaning

“When you engage with content you’re giving permission in a way. There’s a push-pull, and when you engage with content, you’re pulling,” Sternberg explained.

“But then marketers can’t just take your interest and throw marketing and content at you, they need to listen and give people what they want. Are [consumers] pulling more after they first engage?”

“How to make an experience better for the audience – that’s where content marketing is headed.”

 

Please login with linkedin to comment

Advertising Standards Bureau Arty Labs budget airline New Site Openpool phone call

Latest News

Is B2B Marketing Missing Its Emotional Touch?
  • Media

Is B2B Marketing Missing Its Emotional Touch?

B2B marketers could learn a thing or two from their B2C colleagues, argues WP Engine VP APAC sales Mark Randall in this guest post. It surprises me how many B2B organisations are not quite hitting the mark when it comes to reaching their audience. When talking directly to businesses, many brands are missing an opportunity […]

Opinion

by B&T Magazine

B&T Magazine
Burger King Trials Reusable Packaging
  • Media

Burger King Trials Reusable Packaging

Here's a top initiative from Burger King that does kinda sound like a slightly tedious Craig Reucassel documentary.

by B&T Magazine

B&T Magazine
Smarter Use Of Art & Science Stretch Auto Budgets Further
  • Media

Smarter Use Of Art & Science Stretch Auto Budgets Further

The majority of adverts uploaded to Facebook aren’t created for Facebook as its priority. This is causing huge inefficiencies and poor performance for brands, many of whom are facing up to shrinking budgets. Tom Phillips (main photo) managing director at Connecting Plots shares lessons from 12 campaigns they optimised for auto brands… It’s no secret […]

Opinion

by B&T Magazine

B&T Magazine
Young Guns Take The Lead With The First PRIA University Mentoring Program In NSW
  • Media

Young Guns Take The Lead With The First PRIA University Mentoring Program In NSW

On Wednesday, 21 October 2020, the PR industry was bolstered by the launch of the Public Relations Institute of Australia’s (PRIA) first University Mentoring Program in New South Wales, adapting the traditional face-to-face program to a virtual format for the first time. In collaboration with the University of Technology Sydney (UTS), the PRIA NSW Young […]

JCDecaux Teams Up With MyPayNow To Serve Real-Time Data
  • Media

JCDecaux Teams Up With MyPayNow To Serve Real-Time Data

JCDecaux has developed a dynamic digital campaign with live timetable data where commuters can access their money from MyPayNow while waiting for the bus. In an exclusive nationwide Out-Of-Home campaign, JCDecaux’s SMARTFRAME digital assets are broadcasting bus arrival times, letting commuters know how far away their next bus is – and just how easy it […]

Rokt Secures $US80M Series D Investment Round
  • Technology

Rokt Secures $US80M Series D Investment Round

Rokt has today announced an investment of US$80M. The capital will help accelerate research & development and support the expansion of its client base into new verticals and geographies as Rokt continues to make e-commerce smarter, faster, and better. The funding round was led by Rokt’s largest institutional shareholder TDM Growth Partners , and supported […]

Nature Invests In New Team Members And Innovation
  • Marketing

Nature Invests In New Team Members And Innovation

Leading strategic insights consultancy Nature today announced it has hired several key new team members and restructured senior roles to increase its focus on innovation, including new technology and data sources.

PayPal And Buy From The Bush Launch New Marketplace
  • Media

PayPal And Buy From The Bush Launch New Marketplace

PayPal Australia and Buy From The Bush have joined forces to launch a new online marketplace to showcase rural Australian small businesses in time for Christmas. The expanded partnership aims to build stronger connections between bush businesses and Australians in cities and suburbs across the country. The new Buy From The Bush Marketplace is an […]

Wednesday TV Wrap: Gruen Takes A 200K Hit
  • Media

Wednesday TV Wrap: Gruen Takes A 200K Hit

Gruen plummets 200,000 viewers in just one week. However, that's not to say Highway Patrol went up a similar amount.

by B&T Magazine

B&T Magazine
Philippe Krakowsky Named New IPG CEO
  • Advertising
  • Media

Philippe Krakowsky Named New IPG CEO

Philippe "Crackers" Krakowsky named new IPG global CEO. However, says he only uses Crackers on less formal occasions.