While content creation might be the marketing strategy du jour, creating unique and creative stories is just half the battle.
Getting people to actually read and engage with your content is the most important - and difficult – task.
With the popularity content marketing is seeing, brands risk creating a tide of ‘content congestion’, an overload of content that leads many to ignore it altogether.
Even the most engaging stories can get lost in the flurry of newsletters and social updates that are pumped out daily from brands.
So how can you make sure that your content doesn’t get lost in the shuffle?
Cadbury UK certainly made a splash when it showed up as one of the early adopters of Google Plus.
Despite its near immediate success on the platform (the brand gained 1.2m followers in a matter of months) many others have been slow to get on board with the not-so-new social network.
I wanted to share with you how Cadbury has used the platform to take its content marketing strategy to the next level.
Ad campaigns come and go, but stories endure. As the Pulitzer Prize-winning audio historian, Studs Terkel, said: “People are hungry for stories. It’s part of our very being. Storytelling is a form of history, of immortality too. It goes from one generation to another”.
Brands can build audiences with content that contributes to a relevant, human conversation.
Below are five brands that have taken the time to get their content strategies right by keeping their overarching purpose clear.