Bells and whistles are all well and good, but sometimes, when it comes to content, simplicity is still best.
It always comes back to your brand. If you’ve got an edgy, hi-tech product aimed at the youth market, then by all means, knock yourself out with the all singing, all dancing (quite literally) video mash-ups. In this crowded, competitive market, image is everything and your status on the Coolometer is what differentiates you. If however, yours is a more sedate, middle-of-the-road product; a staple, non-luxury item, then the Ronseal approach is often still the way to go.
I mean you wouldn’t expect Apple to take the same approach to content marketing as Tena Lady would you? The key is never to lose sight of your brand values. They are what your customers have bought into in the first place and what you want their word of mouth recommendations to focus on. All of your content output needs to work hard at reflecting and reiterating these.
Keep a consistent voice, that reinforces your brand personality and talk to your audience(s) using the tone and channels that they like best. Don’t fall prey to what a colleague of mine used to refer to as the ‘my sixteen year old daughter says…’ phenomenon. What he meant was the tendency of older, senior executives to pretend they’ve got their finger on the marketing pulse by latching onto observed teenage behaviours, regardless of whether they are brand relevant.
You can Instagram and Google+ away to your heart’s content, but if you’re trying to sell commemorative plates to the over-seventies, you are barking up the wrong tree.
Now, that’s not to say you shouldn’t try something new. Some behind-the-scenes SEO copywriting on your website, and a welcoming, insightful blog are just as relevant to the silver surfers as the Playstation generation. You just need to understand your audience and select your content armoury accordingly. Simples!