Executives don't find the content of leadership thought so profound.
A recent study by Edelman-LinkedIn revealed that 71% of decision makers say that half or less of the thought leadership content they read or watch gives them valuable insights.
How can your branded content fall into the half of content that provides valuable insights? Enter possessable conversations – a more intentional and substantive approach to creating thought-leader content.
The chats can own are editorial views that highlight the unique value of brands and category expertise to audiences. As “big ideas”, they allow for a range of expert-driven discussions, industry nuances and clear perspectives that help increase market awareness and build brand reputation.
More simply, understandable conversations are often the big ideas in your target industry to develop more detailed discussions, industry nuances, and purposeful perspectives.
Ownable chats are your insurance against generic content. Invest in a productive conversation that can help you:
- Steal your competitor's voice
- Increase traffic to your digital properties
- Retain and engage your target audience
- Stay away from the generic content creation cycle
- Build credibility by highlighting your expertise
- Future customers for your products and services
Ownable chats are your insurance against generic content, @lieuthi said via @CMIContent. Click to Tweet
How to create an understandable conversation
Ownable chats have several key brands:
1. Exploit something exclusive
Give your audience what no other brand can – your proprietary information. This often comes in the form of insights into data or original research. A study of BuzzSumo and Mantis Research revealed that 94% of marketers who responded agree “early research enhances their brand reputation in the industry.”
94% of marketers say that original research enhances their brand's reputation in the industry, according to #research from @BuzzSumo and @MantisResearch, via @lieuthi via @CMIContent. Click to post a Tweet
If you're in the ultra-competitive category or are building a new category, original research is one of the fastest ways to make a good impression and establish your credibility. Consider turning any type of first-party data (anonymous and aggregated) into content. And if you don't have access to that data internally, you can easily generate it through a survey.
For example
IBM's Cost of Data Breach Reporting is a highly anticipated annual report in the IT, technology or cybersecurity industry – whether you are an IBM customer or not.
Why it works: Lots of brands and media cover cybersecurity topics, but very few experts IBM has who can put that news into context with thoughtful analytics and apps. practical use. In the wake of proprietary data, IBM uncovers what makes cybersecurity interesting to the people behind it and what's next for the industry, while underscoring the brand's authority in this space.
2. Show off your niche expertise
A Research by the CMO . Council indicates that 12% of marketers say their content marketing programs are targeting audience relevancy. One reason could be that brands are not serving the content that B2B professionals need. The more relevant your expertise, the better. A productive conversation asks you to meet the needs of your audience by demonstrating what you are uniquely good at. For example, if you're using digital advertising, which lane can you dive into on the topic and claim as your area of expertise?
For example
As for example in case study , The niche for Google's Waze navigation app is car advertising. Through this area of expertise, brands demonstrate their ability to drive awareness, reach new customers and increase visits to brick-and-mortar stores.
3. Let's innovate
One global B2B research conducted by Edelman revealed that 81% of business executives prefer provocative insights that challenge their assumptions rather than validate their thinking. A creative perspective helps your brand stand out and increases brand awareness.
@Lieuthi via @CMIContent for a creative perspective that helps your brand stand out and increase brand awareness. Click to Tweet
Breakthrough should come from a natural position for your brand. Every company has a value proposition, and that value proposition often involves improving the status quo. Brands should look to elevate their portfolio rather than simply keeping up with competitors. That way, you'll have a natural leadership position.
For example
of GE 2017 Equation Balance Campaign was created to address gender imbalances in STEM (science, technology, engineering, and math) disciplines.
Why it works: This GE campaign expertly identifies a sweet spot between what's happening culturally (lack of women in STEM) and GE's innovative agenda. While GE was previously known for innovation in aviation, renewable energy and other industries, this campaign has allowed the brand to emerge as a change maker and champion. enemy of Diversity.
By pledging to put 20,000 women in STEM jobs by 2020. )
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Possessable conversations take time
Like any investment in content, ownable conversations take time to build traction. I see three different stages – how long each takes depends on your budget and resources.
Understandable conversations take time to build traction. How long? That's based on budget and resources, @lieuthi via @CMIContent said. Click to Tweet
Stage 1: Set up a conversation
Identify readable conversations by identifying gaps in thought leadership content throughout the customer journey (specifically by trending verticals, consumer insights, etc.) and within your portfolio. Create editorial content to showcase your coverage of these key areas and drive organic voice sharing.
Stage 2: Cultivate your niche
Find content in each conversation can have the highest traffic drive to your domain and the highest engagement (e.g. time on page, engagement rate). Discover how you can dive deeper into those topics and find an even more specific corner of the market.
Stage 3: Increase your impact
Expand your reach build your brand service and amplify your message through rich, multi-channel content experiences and campaigns that redefine your brand as a leader in the industry landscape yours and the permissions in the directory.
Let your content own the conversation
As marketers and content creators, it's our mission to create the highest possible value for our audience and our brand. But we failed to deliver B2B thought leadership content that didn't deliver value to decision makers. We can only win the conversation when it comes to creating productive conversations by enhancing our content to meet audiences where they are, with the information they need.
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