How to use your content as your compass
Way back in my early days of high school – and definitely way before Google Maps and iPhones – my class had to learn how to use a compass. Orienteering was the task at hand, and the lesson to learn was how to navigate through unfamiliar territory using this age-old method.
But unfamiliar terrain has risks and obstacles that you need to pay attention to. You need to have your wits about you, otherwise you might end up lost in the bush, or falling off a cliff.
The technique was simple enough. You picked landmarks that you could see, matched their location on the map and off you’d go. Keeping one eye on the needle, and one eye on the terrain, you’d use the compass to make sure that, regardless of whatever twists and turns the terrain threw at you, you knew which way to go, and when you reached those milestones you knew exactly where you were.
It’s common sense when you’re attempting to make your way through the unknown to have a plan, broken down into stages, and a trusted tool that can show you the way, regardless of the terrain.
Yet all too often in our brave new digital world we see many courageous brands trying to tackle new media landscapes and unfamiliar territory without much of a plan or a tool for navigation.
Research done earlier this year by the Content Marketing Institute showed that, while 93% of all Australian B2B marketers say they are playing in the Content Marketing field, the very same research found that only 33% of those thought they were actually being effective!
While you have to respect the valour of the remaining 60% having a go, you also have to wonder whether, in spite of their efforts and courage, a lot of them are simply getting ‘lost in the bush’, or worse, falling off a cliff.
You need more than good intentions, and some budget by your side to navigate today’s increasingly fragmented multichannel world. Even the most experienced players still get some scratches on their way down the trail. But for those wanting to be effective, all you need to do is keep one eye on your content, one eye on the path ahead, and learn to use your content as a compass.
You see, (before it became an app on your phone), the compass would draw its reference from the poles of the earth, using these broad magnetic fields to keep the needle pointed north.
Like a compass, your content should always be pointing at your target audience. Let your audience show you the way to reach them, because your content can truly be your guide.
Today’s brands have caught on to the fact that you can no longer rely on trying to attach yourself to other people’s content. At least in some capacity, you need to be the story and you need to be the publisher or the broadcaster. The failing 60% of brands are those not yet to truly thinking like a broadcaster or publisher.
Start by producing an array of content based on your strategic plans. This is the process of drawing your own map, with clearly defined macro and micro topic areas that will help shape the journey of your brand. Don’t be afraid to vary your content types, and take the opportunity in the early stages to experiment a little, so the message and vehicle is tailored to each specific channel and environment. Practise the art of advertising natively. And because all our budgets are finite, do this with lower cost content first, such as sponsored articles.
Then publish, measure and track, and have faith your audience will act as a pole. The data around the performance of your content will show you the way forward. You no longer need to try and pretend you know exactly what your audience wants, when, where, and how they want it. If you look at the digital needle across a wide range of content, your data will tell you where your audience is, and what it is that they like about you.
We’ve all heard a lot about the power of data, and it's true you can get quite deep with the subject. But if you're one of the 60% of marketers who are playing in this field but don't think you're being effective, then just keep it simple at first. Start by publishing a wide range of low-cost content and measuring how it performs against your intended audience. Use this information to help narrow your vision and find the way forward.
Once you know what topics and aspects of your brand story are gaining traction, and which types of content are working in each different channel, you don't need to be Bear Grylls to make it home from there.
* Stu Stevens is Content Marketing Director for Cirrus Media.
Please login with linkedin to comment
Latest News
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.
Entries For Five Decades Of Advertising Graduates Awards Close On Monday
Entries for the Five Decades of Advertising awards close Monday. And no extensions! Any bribery is open til Wednesday.
Cadbury Extends Commitment To Women’s Sport With Sweet New Wallaroos Deal
Rot your teeth, get fat and support women's sport all at the same time with this sweet new sponsorship arrangement.
Campfire X & Nando’s Partner To Acknowledge Traditional Land Owners Across Australia
Chicken chain unveils important First Nations initiative. The actual chickens more concerned with the Adani coal mine.
Lisa Ronson, Naysla Edwards & Ben Hill Join MFA Awards Signature Judging Panel
MFA Awards adds some serious clout to its judging panel. Still no confirmation Paulini will be performing on the night.
Connect Hearing ‘Sounds Good’ Platform Via Bread Agency
Every office has that one hard of hearing person that's oblivious to the fact. Ramp up their insecurities with this.
Ipsos Iris Data: Australians Prioritise Entertainment & Sports Over Serious News In March
Data shows Aussies prioritising light entertainment over hard news. And who can blame them if you've seen the hard news!
Fur Media Partners With Mad Paws To Support Advertisers
It's never good if your office smells like faeces & brine chunks in aspic. Not if you're pet-friendly agency Fur Media.
MAXIBON Drops Epic Flavour Collaboration Via SICKDOGWOLFMAN
There are few pluses to be had with global warming, except the extension of ice-cream eating season.
Sling & Stone Scrubs Up With Lush Account
Got friends at Sling & Stone? Expect the dreaded loofah and bath bomb for birthdays/Christmas this year.
SBS’s The Cook Up With Adam Liaw Produces ‘Fewer CO2 Emissions Than Industry Average’
SBS could go full vegan for Adam Liaw's seventh season and reduce its TV audience and emissions by 99 per cent.
GumGum & Playground xyz To Merge Media Portfolio, Creating “Powerhouse” Ad Suite
GumGum & Playground xyz tap into consumer mindset. B&T prefers tapping a keg, but whatever works.
All The Winners & Grinners From The TikTok Young Lions Awards Night!
Last week saw every part of the human experience: Exalted, devastated, exhausted & stuffing sausage rolls in the corner.
TV Ratings (21/4/24): Farmer Wants A Wife Wins Sunday Prime Time
Farmer Wants A Wife does make the country life seductive. Apart from the manure stench & the bleating roosters at 5am.
Australia’s Automotive Industry Shifts Gears With CTV
How much was CTV responsible for Australia's record car sales in 2023? Or those horrible oversized American utes?
Australia’s C7EVEN Communications Launches Services In Japan With New Tokyo Office
Aussie comms agency unveils its Tokyo plans. Confirms it's still getting the hang of the toilets over there.
Daniel Goldstein Promoted To Head Of PR At Example
Try as he may to surreptitiously blend in with the wall in his photo, this PR fellow still relatively easy to spot.
Marie Claire & Volvo Partner For The Planet: Nominees For The Inaugural Marie Claire Sustainability Awards Announced
Fashion bible Marie Claire unveils its Sustainability Awards. Yet still refusing to recycle 2023's maxi skirts trend.
Sefiani Unveils A Wave Of Promotions & Appointments
Life's good in PR/comms as Sefiani unveils new hires. Well, bad news for media sites obsessed with redundancy stories.
Yahoo Launches Identity Solutions For CTV
Connected TV just got a whole lot more exciting with this innovation. Bar the incessant Friends re-runs.
Infosum Launches Data Clean Room Solution With Samsung Ads Australia
Infosum & Samsung Ads launch a data clean room solution that's a lot more than a Wettex & squirt of Ajax.
Fast 10: Bread Agency’s Amaury Treguer On Its “Unrivalled” Social Commerce Focus
Bread Agency's Amaury Treguer takes B&T's Fast 10, as he reveals why he won't be sandwiched up against the opposition.
X And Elon Musk To Sue Australia’s eSafety Commissioner Over Sydney Stabbing Takedown Order
If this all wasn't traumatic enough, Elon weighs in to prove he's the world's richest man & world's biggest dickhead.
CRA Siren Award To Be Presented At B&T Awards 2024!
Often attend award nights & think "I wish this night would never end"? Well, B&T's just got that tiny bit longer.