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BizReport : Blogs & Content : October 12, 2016


Top 3 tips for a better content strategy

Brands could do much more with content, if only their strategy was stronger. One expert offers three tips for a stronger content strategy.

by Kristina Knight

Kristina: What can brands do to make content fresher?

Jake Athey, Marketing Director, Widen: Find your
"-ness". Remember that 2006 movie, You, Me and Dupree starring Owen Wilson? Find that story, essence, difference that makes your brand truly unique and connect it to why your audience cares. Strive to be helpful, not hype-full (credit Jay Baer). Then take that message into a unique, visual personality of your brand. That's your "-ness".

Kristina: What is taking the place of more 'traditional' blog/merchandising content?

Jake: User generated content - Authentic stories, photos and videos that share the real-world experience of others like them.
Personalized content - Data-driven content correlated across multiple data points to inform what, when, and how to connect with your audience in a way that feels so personalized like it was ordered for them.
Immersive content & brand experiences - Combinations of rich media, visual content, and high quality storytelling within the context of a genuine brand environment to a point that it feels like you're walking into Disneyland.

Kristina: What are your top 3 tips for a better content strategy?

Jake: 1. Spend time and really talk with customers and capture their experience / story in their environment. Leverage their ability to create an authentic connection with your audience because they've been there before.
2. Find your brand's -ness and got all in with it. Don't deviate too far without good reason. In short, be you. Just be the "you" that people care about.
3. Get a handle on your content with the right tools for organization, management, distribution and insights to improve efficiency and effectiveness to navigate the content bubble.

Tags: branded content, branded content tips, content tips, content trends, Widen










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