Boring Brand Content Strategies

Posted by Wed,Mar 23, 2011 @ 09:00 AM

“If people aren’t talking about you, they’re not talking about you for a reason. And the reason isn’t that they dislike you. They’re not talking about you because you’re boring.” - Seth Godin

Many marketers are faced with presenting interesting content for a boring brand. They should keep in mind that boring products solve problems. From Patricia Redsicker on the Content Marketing Institute blog, some ideas on how to frame a content strategy for boring brands.

Improve Customers' Lives or Help Them Do Their Jobs Better
  • Address emergencies in your community
  • Speak up for a groups in need
  • Create content that resolves these problems.
E.g. Roberts and Durkee Law Firm created a website to address toxic drywall issue.

Focus Content to Address Readers' Interests Rather Than the Product
  • Decide who you want to attract
  • Determine their lifestyle, interests and preferences
  • Give them an entertaining, conversational forum
E.g. Protor & Gamble created men's lifestyle website.

Surprise Your Audience
  • Present your company in an unexpected way
  • Go against your brands dull image
E.g. Agilent Technologies, makers of chemical analysis instrumentation, created a puppet show.

Find a Content Outlet that Maximizes Your Presentation Skills
  • Content doesn't have to be writing.
  • Try video, speaking engagements, training sessions
E.g. The founder of Wine Library TV video blogs instead of writing.

Encourage Discussion on ANY Topic
  • Allow conversation that isn't promotional or pushy
E.g. Liberty Tax uses it's Facebook page to discuss Groupon deals, hold photo contests and recognize community members in addition to giving tax advice.

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Tags: Marketing Strategy, Content Marketing, Video, Blogs

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