5 Jul 2024 Strategy

How to use creative content marketing to take your strategy to the next level

Creative person in a shirt hold brushes and covered in different coloured paints

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Creative content shapes our lives, influences fashion, introduces words and phrases, gives birth to trends, starts social movements and much more. This means keeping your content at the top of your game is vital to being seen on social media. In this blog, we’re going to be diving into the crucial aspects of making great creative content, how to avoid making common, rookie errors, and exploring practical strategies that will ramp up your content game.

Whether you’re a bee-knees, seasoned marketer or a budding creative starting out in your career, this blog is going to help individuals and businesses alike to elevate your creative content game.

What’s coming up?

Right, you’ve read the intro and you’re hooked. First sign that we’re great at producing creative content (wink wink, we can do it all for you), but what will you actually learn from this blog?

We’re going to run through the importance of creative content, so you can discover how to craft an effective content marketing strategy and what it takes to create the content to capture attention.

Why is Creative Content Important?

Brand Awareness

“A total of 89% of experienced marketers believe brand awareness is crucial” and they aren’t wrong. Creative content is your chance to make people remember you. Your chance to captivate your customers’ hearts and minds, evoke a reaction and leave a lasting impression.

This argument is given further weight when you consider “about 16% of people follow a brand on social media because they like it.” (source)

A great example is the RSPB. Yeah, the bird charity. Their bird of the week campaign is gaining a lot of traction as well as fans, including ourselves here at LikeMind Media.

Take a look at the wild videos that are turning consumers into a cawing chorus of bird lovers.

Arguably, this is even trickier than getting a sale. You need a donation. An exchange of money for nothing* in return. This means that the loyalty and awareness created by their content is critical to their success.

*Obviously you’re helping a cause, but a lack of exchange could hinder perceived value.

Building Trust

Trust. A seemingly dwindling value in the world but vital nonetheless. By delivering valuable and engaging content, your brand can establish credibility as a thought leader on your chosen topic.

Transparency is a great way to build trust with your audience. Get to know the team, some behind-the-scenes footage, reviews, testimonials; these all add credibility to your brand by allowing your audience to see what would otherwise not be seen. This makes them feel more a part of the brand.

Driving Conversions

Now, as a business, it would be ideal if you could push your products and make a sale with every post, but that’s not realistic. However, driving conversions is much bigger than that. Document downloads, podcast downloads, YouTube subscribers, the list goes on – if the objective is to get the audience to do something, and they do it, that’s a conversion.

Improving SEO

Keywords are your online sat nav, guiding your content to find the right audience at the perfect moment. Optimising content with your keywords means you’re speaking your customers’ language and nudging them towards your desired goal.

Strengthen Relationships

“A total of 73% of consumers love brands that personalise their shopping experience.” (source)

Customers always need more, and personalisation has been the key to providing the service in the last couple of years. For example, this could be replying to a comment with a video where you say their name, or maybe it’s an email addressed directly to them with an exclusive offer. Customised and personalised messages are brilliant because it shows your customer they are valued. They are being served content curated and crafted for a special customer.

“45% of consumers will unfollow a brand on social media if their platform is dominated by self-promotion.” (source)

Flip that scenario on its head and use your social channels to push out self-promotional content and you’re playing a losing game.

Imagine you’re walking down a high street and this one bloke follows you all the way down the street screaming about how great his product is. You’re going to want him to leave you alone.

If the same man called you by your name and told you a joke or did a funny dance for you, then you’re more likely to listen to what he has to say.

With constant, almost relentless, innovation in technology and features on social channels, understanding your customer has never been easier. Your analytics tell you where they have been on your website, how they got there and loads more other juicy bits of information. That’s why “48% of consumers expect brands to know them and help them discover new products or services that fit their needs.“ (source)

What is a Creative Content Strategy?

A creative content strategy is everything. The planning, creation and distribution of your content, which is hopefully engaging, innovative and tailored to resonate with your target audience. It’s a structured approach to crafting content to align with your objectives, effectively communicating your message and giving value to your audience.

Does your marketing align with your customer journey? Take our free 5-minute quiz to find out today!

Common Mistakes and How to Fix Them

Neglecting your audience

Failing to understand your audience’s preferences and interests can lead to irrelevant and unengaging content, and who wants that? To avoid this, you need to research thoroughly. Create personas, tailor your content, and always consider what your audience wants.

Inconsistency

There are two sides to this one: algorithms and your audience’s expectations. If you’re inconsistent on social, for example, this might hamper your reach. If you’re inconsistent with your content, your audience won’t know when to be on the lookout for that next piece of content.

Lack of originality

This is slightly contentious because a lot of jumping on trends is essentially copying an idea but tweaking it to suit your brand and objectives. However, it’s always good to be thinking how you can originally promote your message through your creative content.

To fix this, stay up to date with trends, new formats and just don’t be afraid to give things a go. After all, it would be great if you were the one being copied and going viral, right?

Being too rigid

You must be flexible, because you want to stay relevant. Missed trends = missed business opportunities, but be careful which ones you pick. If it really doesn’t fit, don’t force it.

The solution? Set up Google Alerts to stay informed about topics in your industry, monitor social media conversations, and leverage newsjacking to spark fresh conversations.

Neglecting accessibility

Creating content that isn’t inclusive to all your target audience can be alienating. This could also impact the reach of your content with “3 in 4 disabled people and their families” having “walked away from a UK business citing poor accessibility and/or poor customer service.” (source)

So, what can you do? Simple, use alt tags for all images, video and other multi-media content, optimise your content for screen readers and assistive devices, and you can ensure your content is accessible to those with visual and auditory disabilities.

Types of Creative Content

Videos

Video is big right now, and is the best way to grab attention. There is more is going on in a video, compared to static media, that can catch your audience’s attention.

Infographics

Great to get a lot of information across in one piece. You could create this as a download and repurpose some of the facts and stats into a social media piece to promote the download, which they will need to give us an email address for.

Blogs

The Learning Lounge on our website regularly performs well for us – you guys appear to love our blogs. Blogs are a great way to show your authority on your subject and position yourself as a thought leader. Plus, you can write with a bit of personality, too!

Podcasts

Now, these aren’t everyone’s cup of tea. It can be tough to listen to yourself, but boy are they a great way to create content. Imagine you set up a camera and chat with a friend for an hour about a topic within your expertise. That conversation could be 10-20 videos of incredible information that you can share with your audience, as well as a podcast episode.

Webinars

Teach people. It’s one thing giving your audience valuable content, but teaching them something is another level. You’re increasing trust, giving value and spending time to help them. It’s a win-win-win-win-win.

Case Studies

Just do the work and forget about it? Don’t think so. Get case studies for your past successes. Tell the world about all the incredible work you’ve done, how much the client loved it and how much the next person should work with you.

Whitepapers/E-Books

This is like a blog on steroids. Proper big, beefy content that can be put behind a wall. You might ask people to pay, you may just ask for their email. Either way, creating a bulky piece of creative content that adds value to your customers’ lives is a big win.

How to Create Creative Content

Use graphic design tools such as Canva or Adobe Express

Free-to-use tools are becoming incredibly advanced with the introduction of AI. Canva and Adobe Express are great tools that allow you to edit photos, create videos, add graphics or use generative AI. If you don’t want to start with a blank screen, there are a plethora of templates to get you started.

Hire a freelancer

This is great option if you’re just starting out and your budget isn’t going to stretch very far. You can hire them on an ad-hoc basis to complete campaigns, and you do the bits in between. Or hire them on a retainer and produce creative content consistently for you.

Hire an agency

Such as LikeMind Media, cough cough, wink wink

Agencies are a step up from freelancers in terms of budget and input levels. Agencies can boast several people with many specialist roles, allowing you to produce professional standard creative content, consistently across the board. That means your video, blogs, podcasts and other content, can all be produced to a higher –level, based on the strategy you’ve developed together.

Creative Content Examples for Inspiration

Paddy Power’s Euro 2024- “Being an England fan

Paddy Power clearly know their audience. They are creating content surrounding a relevant event, Euro 2024, and delivering a video consistent in their tone of voice.

Monzo’s- “Money/ Monzo” comparison

This is a great campaign by Monzo. Yet another example of a brand understanding their audience.

Surreal Cereal- “Euro 2024 rejected campaigns

Surreal are great. We recently had them speak at MarketEdLive, an event we organise and host, and it went down a storm. This is a very clever piece of content.

Does your marketing align with your customer journey? Take our free 5-minute quiz to find out today!

Conclusion

If you’re falling into some of these common pitfalls, hopefully our advice has helped you out. The strategies and tips discussed can help elevate your content creation skills and, ultimately, the results you get.

Remember, stay on top of trends, remain agile, stick to your brand’s tone, craft original ideas, make it accessible, post consistently with focused efforts on select platforms and foster your community, and, most importantly, thoroughly research and understand what your audience wants and desires.

Alternatively, you can get in touch with us and we’ll do it all for you. Sounds much easier, right?


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