Cut Through the Content Clutter #LikeaGirl and Colonel Sanders

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There are 5.3 trillion display ads shown online each year, 500 million tweets sent daily and 4.75 billion pieces of content shared on Facebook every day. Needless to say, as consumers, we are inundated with content every day.

Let’s face it: digital technology and social content have empowered a new kind of shopper and traditional methods aren’t working like they used to. With 74% of consumers relying on social media to inform their purchasing decisions, it’s imperative that we focus more effort on influencing consumers before they even step foot in the store. But even that is challenging…as noted above.

The content space is saturated. Since 92% of marketers use content marketing, how do we make sure our content stands out among the clutter and reach them before heading into the store?

Be Provocative

Don’t be like everyone else. Be a thought leader and a thought provoker. Challenge the status quo. If you want to stand out, be different, but don’t be different just to be different…back it up. Give your audience something to talk about, and intrigue them enough to want to join the conversation. Take KFC’s choice to bring back Colonel Sanders. Most people would say this wasn’t the smartest choice for Yum Brands (and I’m not saying it’s a best-in-class example), but it definitely got people to talk about KFC again. Yum Brands CEO Greg Creed said he was “very excited that this work is really distinctive and disruptive. And I am actually quite happy that 20 percent hate it, because they at least have an opinion.”

Turn an Insult into an Empowerment Message

More than 85 percent of millennials correlate their purchasing decisions and willingness to recommend a brand with the social good efforts a company makes. Brands that take a stand or get behind a cause can leverage this in their content marketing campaigns to stand out among the clutter.

A great example of a brand who is doing just this is Always with their #LikeaGirl campaign. Always turned a phrase that had become an insult into an empowering message for the next generation of consumers. Find a cause that speaks to your audience yet reinforces your brand message.

Take Advantage of the Stream

The live video stream that is. Facebook jumped on the bandwagon back in August and has recently rolled out Facebook Live to all iOS users. With Periscope, Meerkat and now Facebook Live, marketers are starting to understand how to best incorporate this strategy. A few successful tactics include Q&A’s to educate your consumers, behind-the-scenes streams, or celebrity takeovers. If your budget or resources don’t allow for any of this, consider flipping the coin and finding influencers on these platforms to talk about how they’re using your product or what they love about it. Influencer marketing is here to stay, and includes influencers on live streaming platforms too. Augure’s recent study found that 61% of US marketers planned to increase influencer marketing budgets in 2015. Consider using influencers to help test a new channel and authentically create content that reach a broader audience.

Influencer marketing is here to stay, & includes influencers on live streaming platforms too. Click To Tweet

Use Explanatory Images That Give Value

According to the Content Marketing Institute, content with relevant images gets 94% more views, but even imagery-based content is saturated. Create content with high-quality, relevant images that add value. Assume your viewers won’t click on your link. What do you want them to takeaway? Be sure to add that to the image. If it’s enticing enough they’ll share it and possibly click through. Consider using these five components to create shareable social images, according to NewsCred

  1. Emotion
  2. Relevance
  3. Colors
  4. Typography
  5. Hashtags and text

Capturing and moving shoppers from awareness to purchase calls for a mix of the right content on the right channel delivered to the right audience at the right time. It’s not easy, but with these four steps you can ensure your content stands out even if it’s something people hate like Colonel Sanders’ “comeback”…because at least they’re talking about it, right?





Influencer Marketing, Shopper Marketing, Shopper Social Media, Content Marketing, Collective Bias, 12 Ways to Kill Authentic Content




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