Look at me, look at me!! There is so much content crying out for attention at the moment, and we know it can be hard to get that newsworthy story. Sapio members have worked with PR and marketing agencies for over 20 years, and this has helped us understand what works when using research for content creation. Below you will find five (it’s actually six - bonus!) tips on how to try and reach that content story which doesn’t shout ‘look at me, look at me!’, but which simply turns heads as it walks past…
0 - A great idea
Yes, there is a number zero! Unorthodox perhaps, but a great idea really can be game-changing. However, a great idea implemented incorrectly may well just get lost in the social ether. So find that great idea, then use the below suggestions to help you create the most incredible campaign ever!
One example of a great idea: In 2010 at a previous company we worked on a project which looked at the different prices the Tooth Fairy paid children around the country (in preparation for the release of the Tooth Fairy on DVD). An update of that research was carried out last year, with coverage here [http://www.mirror.co.uk/news/uk-news/what-going-rate-tooth-fairy-6806562]
1 - Integrated campaigns
I expect we are preaching to the choir here, but we have seen integrated campaigns developed off a small £3k survey do wonders. One client spent £6k and it produced over 350 stories and almost a billion impressions. Planning and foresight is needed, as well as a robust and concise questionnaire with clear objectives, but even a small budget can achieve incredible results.
2 - Something people can relate to
Consumers want to be able to relate to a product or a campaign, which will draw them in and make them feel like you understand them. Personas (see below) can help to identify what is relevant to each group within your audience. Another way to do this is to look at developing regional stories - this also gives you the ability to compare and contrast as well as appealing to both the local and national press.
3 - Something that’s contentious
Does it challenge the current way of thinking? We might suggest you refrain from being too contentious - it is possible for marketing campaigns to backfire.
4 - Something that makes people say ‘I told you so’
Can you help to settle a debate (what colour was that dress?) that is currently raging? Contribute to (or settle) that argument that constantly comes up. Or simply confirm what people already think.
5 - Something topical, or event specific
Perhaps an obvious one, but keeping up to date is essential. Using some of the above and below ideas can also help to make your report or press release stand out. Having a good idea doesn’t hurt either!
Think about recurring events throughout the year (e.g. Halloween, Easter, Christmas), big news events (e.g. Brexit, American presidential election), sporting events (e.g. Olympics, London marathon, world cups, Wimbledon), awards (e.g. BRITs, BAFTAs), celebrity events (e.g. new babies, big weddings)
Once you have your event, try and link your content to it, perhaps with a quirky question (one or two is often sufficient) or a new type of analysis (e.g. how far do people run to train for a marathon - from London to Paris or Sydney?).
One example of event specific leverage comes from American Express, who created Small Business Saturday, which has garnered press every year since its creation in 2010
Numbers 6 to 10 coming next week!
For more information on how we can help with content creation simply drop us an email at firstname.lastname@example.org