Sharks, Christmas, and Content

The Hallmark Channel’s Countdown to Christmas and Discovery’s Shark Week are cut from the same cloth.?Here’s why… ?

Formulas work!?For Hallmark, a big-city man (or woman!) returns to the small town where they were raised, connects with a love interest, and rediscovers the joy of living.?Oh yeah, it always snows on Christmas eve.

In comparison, when you splash around with Discovery you learn there are massive flesh-eaters forever circling prey.?Oh yeah, it is always gasp-inducing when the shark springs from the deep with its rows of razor teeth.

I suspect the programming executives, producers, and talent at networks take some ribbing for a lack of imagination and creativity.?Why stick to it then??It’s because it is what customers want.?It’s why they tune in.?And it’s why advertisers purchase 30 second spots. ??

This time of year I am often asked by corporate, industry, and field marketers about best practices to use thought leadership content for customer and prospect interest, engagement, and demand generation.?Just like a Hallmark holiday or a Discovery shark, there is a formula to it.?

1. Focus on customer centric messaging.?Prospects are interested in solving their problems, not in what you sell.?One Strategic Communications Group (Strategic) client in the public sector experienced a sales renaissance when they re-focused messaging on compliance and transparency, rather than efficiency and cost savings. ?

2. Mix in multi-media.?Customers consume content in different ways.?Some prefer written articles.?Others engage with video or podcasts.?The team at Verizon Public Sector scored big with a content campaign entitled Innovative Solutions for Connecting Agencies.?

3. Don’t shirk syndication.?Thoughtful and well-crafted content underperforms when it lacks promotion.?Strategic’s online buyer communities are a tactical and targeted way to reach B2B buyers in high value market segments.?You can get started for no cost on the Content +Insights portal. ???