Content development is always a major headache for marketers online. What are we expressing, via what influencers are we conveying the message, what’s our objective of distributing the content? These are unsolved questions haunting most online marketing people. They tried their best to create content and use most influential opinion leaders, but the results often turns out lame. “My branded information is good stuff. Why don’t you ‘like’ it?” Poor marketers.
Poor marketers are poor because they don’t understand who they are talking to. When you’re communicating with consumers (aka human beings) online, you should never overlook their needs. There are tons of brands making noise online all the time, why do you think they will pay attention to your branded content? While they have Justin Bieber to adore or make fun with? How dare you count on them to comment on your brand’s story of success?
Sometimes, brands think too much about the ‘value’ of the brand itself, but little about the value of the relationship with consumers. Sitting there and envying Old Spice’s success with the nonsense videos doesn’t help. Yes, the content is non-sense, but it is fun and authentic, which makes people remember. At a time of information overload, consumers expect to be surprised. If you are interesting, if you are talking directly to them and directly about the individuals, you win. An emotional connection always goes before content.
Also, don’t expect to ‘influence’ consumers. Whether they are influenced is decided by consumers themselves, not you. Same on the influencer problem: Brands should understand that influencers are only influential when consumers think so.
To be short, consumers are God, which means what brands should do is read the “Bible” (have a better understanding of target audience) or find a “priest” (look for appropriate partners for cooperation). Otherwise you will have to use Justin Bieber as spokesperson… Baby baby baby oh no. Don’t do this even if your Twitter followers will increase. Don’t. Think about your consumers. Think about their health.