Have you ever noticed that when you see a McDonald’s, typically you will also see a Burger King? Or when you see a Target, odds are a Walmart is in close proximity? With brick and mortar brands, this is visually obvious, but the same coincidence is true when it comes to online space. Type in the keywords for your brand and you’ll notice that you might appear in the search results, but so do your closest competitors.
A little competition is actually a good thing. It gives brands a benchmark to compare or strive toward. It also provides consumers with choices. That’s right, I actually said that consumer choice is a good aspect of competition. A healthy bit of competition serves as a natural reminder for brands, forcing them to consistently have a gut check, evaluate current positioning and offerings, and push toward product enhancements.
While competition can be great for creating product roadmaps and defining consumer demand, it does make the landscape a bit more treacherous for online content marketers. Have no fear – we have three rules of content marketing that will steer your content marketing efforts toward search results success.
One of the biggest hurdles for any content marketer is to figure out how to create pieces that are not only interesting but also entertaining. One of the best ways to achieve this goal is to make it fun – take it back to grade school and make it a game. Get consumers involved through a game of chance…a game of roulette.
Don’t leave the reputation of your brand to chance but rather make the involvement of your consumers exciting by engaging them in a way that they’ll never be completely sure what they’ll get. Make your message the surprise.
An excellent example of this is the new Doritos campaign, which is aptly named Doritos Roulette. This incredibly creative campaign has chip lovers across the globe rushing to purchase the mixed bag of regular Doritos with a handful of extra spicy ones in order to play the game for themselves. And word is spreading like wildfire on Vine and YouTube as consumers film their games and share their experiences.
By creating something that is fun and engages consumers in such a way, Doritos has established a campaign that is self-feeding with a message that is spreading virally and organically across cyberspace.
Rivalry Develops Advocates
Rivalries are a staple of our everyday lives through athletic teams, hometown cities and our brand preferences. New York vs. New Jersey, University of Texas vs. Oklahoma University, Pepsi vs. Coke – it’s something that is ingrained in our culture.
So why is this the key to content marketing? Glad you asked! These rivalries are key drivers for creating brand advocates. Think of how many times your grandparents preached about the dependability of a Buick as you were growing up or how many times you found yourself buying the maximum amount when your favorite but slightly more expensive brand, Tide, went on sale. Brands can become such a part of our lifestyles that, as consumers, we do a great deal of storytelling in hopes of swaying others on behalf of our favorite brands.
This natural tendency of rivalries helps create some of the strongest brand advocates. As content marketers, it is our job to fuel the fires of rivalry, providing our advocates with additional ammunition and publicly thanking them when they take a stand on our brand’s behalf.
Recognition Is the End Result
Want to increase your brand’s organic reach without spending a fortune? Recognize your consumers. This gesture of recognition often instills a sense of pride and provides a natural motivator for increased word-of-mouth advocate marketing.
You see this in restaurants all the time – a menu board full of sandwiches named after the store’s more famous and/or loyal patrons. Domino’s recently took this cue and created an app that allows customers to not only customize their pizza but also name it, and they can even earn money for local charities when other consumers order one of their creations.
Not only does this give consumers a chance for the public spotlight, it also allows Domino’s to put themselves in a position of charitable giving within individual communities, giving consumers even more reason to pledge their loyalty to the brand and return again and again.
Creating a Game Plan for Your Brand
The first step to any journey is always the hardest. At Haley Brand Intelligence, we’ve helped hundreds of brands create roadmaps for success with their content marketing strategies. If you’re ready for your brand to get into the game, contact Haley Brand Intelligence and let us guide you to a winning strategy.