by
Michele Miller, Content Strategist
So I went to see Moneyball with my husband the other weekend. And while I’ll admit that my initial interest had more to do with Brad Pitt and Jonah Hill, I actually found myself completely and totally drawn into the story. And surprisingly, baseball wasn’t at the top of my mind. What I was most intrigued by was the negative reactions of an organization that feared doing things differently. They were afraid of the unknown. You don’t need to be associated with the MLB to relate to that.
Even more interesting to me was that the proposed approach to winning was measureable – both on paper and on the field. Billy Beane and Peter Brand (aka Paul DePodesta) weren’t talking about gut feelings – they were talking about statistically-sound analysis. They were talking about a willingness to innovate. They were focused on using the resources available to secure a competitive advantage.
Fear-based complacency
One of the biggest challenges any brand faces today is changing their internal DNA. Remembering who you are as a brand is important, but connecting with your audience is paramount. And your audience probably doesn’t care about your organizational goals. What they do care about is what you have done for them lately. And what do you need to tell this story? You need content.
Brands who are stuck in a rut are often held there in fear. It seems easier to stick with the same old, same old than to invest time and money into building relationships with their customers. It’s entirely possible too that they really just don’t know where to begin. Trying out new things means presenting the use case and being held to the fire to make sure it works.
Conquering the content monster
Content can sometimes be perceived as more of a commodity than an asset. Most brands are already cranking out content. But it’s undervalued and can often be pushed off to the intern to handle. When I see this happening I can’t help but wonder, is this individual the right source to be leading your brand’s voice?
In order to conquer the content monster, brands need to be willing to pursue and embrace new content initiatives. This means more than just updating your Facebook status and tweeting. This means understanding when, how and where your audience is consuming content and making sure that your brand message is there. And it’s not just about a great idea. It’s about figuring out how to broadcast and distribute that idea, how to grow that idea, and how to re-invent that idea to keep it meaningful and fresh. Strategy needs to drive content.
We’re set up to sell, not story-tell
So you’re in the business of selling. Are you coming out of the gate with your best brand pitch, or are you taking the time to truly get to know your audience? Are you doing all the talking, or are you listening to their needs and desires? You should be thinking about what it is they most want, and how your brand can deliver that.
The two-way conversation has created a huge marketing hurdle for most brands. It’s not just about closing the deal anymore. It’s about telling a story that holds relevance and truth for your audience. It is about stepping into their shoes and seeing your brand or product through their eyes. And it’s not just about one and done anymore. The door needs to be opened in order to build a lasting relationship that can lead to brand loyalty, and in the best cases, brand advocacy. If you are not doing this, you are not telling the right story.
Multiplicity with consistency
Sounds like an oxymoron, right? But totally doable! Brands shouldn’t be thinking of content within one independent strategy. They should be embracing content as the roots from which everything else grows. Thinking about web strategy as independent from your print strategy, your marketing strategy and your sales strategy is all wrong. Incongruous efforts will result in a confused audience.
All of your messaging must work together, and be appropriate for the channel in which you are distributing the message. If you have different discipline leads heading up your business units, that’s fine. But someone needs to be in charge of wrangling the content monster to make sure the message is consistent or you will be forced to battle brand confusion.
Confidence through content
Successful innovators are the champions of change. They are the ones who repeatedly ask “why?” And most importantly, they have the chutzpah needed to instill confidence and faith in leading their company in a new direction.
Content is the new conversation starter. And in actuality, it’s really not new at all. It’s always been there, just waiting to be noticed. So instead of being afraid of trying new things, remember that switching up the lineup suggests that you have a better game plan – one that was designed to win.