The beauty of working in advertising is that the world is your subject. Everything and anything we see, read and observe can end up becoming an ‘asset’, something we can apply to our work. Recently, I happened to come across an interesting proposition which helped shed new light on old questions that I am eager to share with you.
You might have heard of the Wallace Paradox of man and nature. It states in simple terms that a man who loves the nature, disturbs it to a level of extinction by his intelligence, morals and physical presence.
In other words, he meant that we have the tendency to overdo things and eventually cause its demise.
It struck me about how relevant this proposition has become today. If you look deeper into that section of thought, it fits in perfectly with today’s content marketing scenario. My reasoning for applying this to it is fairly simple. As fellow media hounds, we have seen and experienced on several occasions that overdoing things can often harm the process more than providing an effective solution.
The overdoing syndrome:
Some are prone to it, without knowing its consequences, and content marketing is no different. The “Content is King” syndrome bites many and we tend to forget the original objective. Don’t let your creative juices overflow. Define an effective content map that covers all your points and stick to it. Bottom line, stay away from fluff.
Aim for Return on People [ROP] than Return on Investment [ROI]:
Touching people’s lives, and providing meaningful solutions to them sound wonderful. But deep down, we can’t shake the feeling that it costs money. Big costs with no immediate gains. This strategy may give short term gains but it’s myopic. Aim for good Return on People and Return on Investment will follow. Add it as part of your strategy.
Creating curiosity is crucial in people engagement. But how many people think about the aftermath? That is, satisfying that curiosity. Don’t just stop at creating a curiosity, but know how to satisfy that curiosity, or else the whole purpose is lost.
Don’t hard sell your product:
One should know where to draw a line and avoid hard selling a product or service. Not many realize that they are hard selling, and fail to notice the drawbacks of hard selling. Hard selling can end up fending off your potential customers when it is supposed to entice them.
Have fun. Try to solve people’s problems:
Good content marketing makes the customer’s life easy. And I’d like to tell you to have fun doing it. It is rewarding to solve other’s problem through your communication. Just have fun and try to solve people’s problems. And in-between introduce your brand through the solution offered to the customer.
To round it off, people come across an endless stream of content every day. I believe that we need to create communication that kicks up an engagement with our potential customers and creates a win-win situation. At the end of the day, we focus on people, and that’s why we are known as the ‘people engagement agency’.
And we all know that staying in-state and attending a public university close to home can save online dissertation writing you money but how much.