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Creative content or proven messages. How to conduct brand marketing?

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Effective content marketing, i.e. a marketing strategy consisting in creating valuable, attractive, consistent content in order to attract and acquire a clearly defined group of recipients who will ultimately be persuaded to a specific action (e.g. purchase of certain services / products, greater brand interest) is one of the most important and key challenges faced by the creators of new brands. In planning and implementation, it is worth analyzing an important issue – what to choose: creative content or proven messages? What can be inspired and what solutions should be taken into account?

Various Marketing Strategies

The specific strategies we are dealing with today are quite diverse. In brand marketing, a lot depends on business goals, budget, competitiveness, etc. Among the current trends in content promotion, we can distinguish strategies focused primarily on:

  • social media – content published on websites such as Facebook, Pinterest, TikTok, Instagram or YouTube, appropriately selected due to the target audience, their interests, habits, etc., created in order to share, build brand recognition and popularity.
  • e-mail marketing – content sent regularly in newsletters, focused, among others on acquiring regular customers, developing their commitment and loyalty.
  • video content, live streaming – reviews, behind-the-scenes materials, Q&A, advice, video tips that attract the attention of recipients for longer, especially younger ones
  • blog articles, case studies, e-books, etc. – specialized, thematically related, engaging texts and publications that build a group of interested readers – potential customers, brand fans.
  • podcasts, webinars – conversations with experts, well-known figures from the industry, tutorials, guides, etc., which allow, for example, to effectively build the image of an expert, specialist, advisor in a given field.
Creative content or proven messages.  How to conduct brand marketing?

Inspiration with proven actions  

With such a variety of options at their disposal, each brand creator will sooner or later face the key dilemma of what specific strategy to choose in an individual case, minimizing the likelihood of failure. In the decision-making process, e.g. Be inspired by such campaigns that have already been successful, often such modeling can bring numerous profits. Among the recognized, intriguing brand marketing strategies , we can distinguish, for example:

  • Coca-Cola’s “Share your joy” campaign (Poland) – popular names and nicknames appeared on the packaging instead of the brand name. The company successfully used personalization and virality here, the idea worked well in terms of generating content, e.g. in the field of social media.
  • KitKata campaign “Have a break. Have a KitKat “(Philippines) – unusual use of content in the form of a blog. KitKat has been using the “Take a break” advertising slogan for years, hence the idea to create interesting, helpful articles describing various possibilities of spending free time (depending on the amount of time, location, type of break or interests, etc.). The campaign was quite successful due to numerous shares on Twitter.
  • Uffizi Gallery campaign on TikToku (Italy) – an original idea to attract attention and reach young users with the message through the use of short, intriguing films, in which characters from famous works of art appear in unusual and funny settings.

Creative content – advantages and threats

Reaching for creative contentit is a tempting solution, however not devoid of potential threats. What could be risky? First of all, a hit with the unusual message itself – whether it will actually be appreciated, noticed, willingly commented on or shared by the target audience. It is also worth taking into account that the benefits of content marketing campaigns are not immediately visible, they require persistence in pursuing a return on investment. What’s more, the results in the field of e.g. sales are quite easy to measure, but not necessarily those related to the impact of content on reputation, brand recognition, customer loyalty. In addition, it should still be taken into account that creating unique, original content requires appropriate knowledge and professional skills, which will entail, even in the case of smaller campaigns, with cooperation with external agencies or freelancers. On the other hand, there are many advantagescreative content. In this way, we are able to build a really wide publicity, using, for example, the potential of viral marketing and social media. By deciding on interesting content, we can also gain the attention of those who usually avoid standard advertising messages, find it easier to find your niche, support other strategies (also in the field of SEO), significantly improve competitiveness and effectively stand out among other brands. In fact, we are risking as much as we can gain – is it worth it? Yes, but only if we are sure about the quality and uniqueness of the content that we will present to recipients, and the budget will not turn out to be too unreasonable.

Creative content or proven messages.  How to conduct brand marketing?

Summary

What ultimately makes more sense then – reaching for proven or maybe innovative advertising messages? There can be only one answer: it depends. If you are the creator of a new, bold brand that wants to enter the market with a bang, arouse interest, test your marketing opportunities, etc., then do not hesitate to experiment and innovate. If, on the other hand, your brand already has a group of regular fans, it also has its history, specific associations have already grown up around it, etc., then there are two solutions – either you break the image and try something new, amazing your audience, or you reach for more conservative and subdued options. No matter what your final decision will be, remember how many options you have, do not be discouraged or discouraged, watch the best methods in the industry, be inspired by strategies that have sucked. When it comes to creating effective and attractive content, nothing works better than trial and error, so let’s do it.


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