Is Your Marketing Content Memorable?

A couple of weeks ago, I was simultaneously putting together things for breakfast and mentally preparing for the day - deliverables and items on my to-do list I needed to prioritise. So to get myself in a great mood, I decided to play with Alexa a little before listening to Music.

As soon as I said "Hello Alexa, what's the weather like today?", an image flashed in my mind and I started chuckling. I'd tell you what I found so funny: in 2018, Amazon had released an Advert that I found quite hilarious for the Super Bowl. Ever so often, I'd go back to watch it again and I would be amused all over again. I watched it again that morning by the way. You can watch the full advert HERE.

The simple act of asking Alexa for the weather (which is similar to how that advert started), brought back a whole host of memories to me and significantly lifted my mood. That is the power and beauty of a good piece of marketing - it leaves a deposit of something in the subconscious of the audience; it connects beyond the functional and touches the emotions of the person watching (either positively or negatively).

As we start a New Year, and you go back to work or to your business, building different types of marketing content, the below three questions may help you create content that connects with your target audience and passes across your big idea in a powerful and emotive way.

Question One: What Does Your Product Stand For? What Are The Characteristics of Your Product? Does your marketing content align with the characteristics of your product? For example, if your product has a brand story that is down-to-earth and natural, does your marketing content accurately reflect those attributes?

Question Two: What Are You Trying To Achieve and Does The Content You've Put Out Meet That Need? I have seen so many "interesting" pieces of marketing content that I have no idea what they're trying to achieve with it. I end up rather confused about the advert and if I'm confused about the advert, then automatically, I am confused about the product. Confused customers don't buy. Consumers aren't going to give you more time in their precious mind space - if you are not clear or entertaining or disruptive or even offensive, you will be like bland wallpaper ... Invisible! Does your content need to be "explained" for people to get it? Yes? It's too complicated, start over.

Question Three: Are YOU Excited about the content? How do you feel? Does it tingle your senses? Does it touch your emotions? Does it get you excited? About 6 years ago, I was working with Diageo and we were planning our Annual Sales Convention. One of the things we were tasked with doing was putting together a video showcasing our journey and the vision for the next year so that we could sell that vision to the Sales Team. I still remember the emotions I felt the first time I saw that video - it created a sense of belief in my heart and strengthened my conviction. Too often, we create content that we aren't excited about and we aren't even proud of. We want to push things out to tick a box and in some cases, satisfy management. The problem is, people can usually tell when the work is lacklustre. This year, commit to only putting out content that you are excited about.

Here's to an AMAZING marketing year!