04 July 2017
Briarley Laban / Marketing Consultant / North America
As the United States (US) gets set to celebrate 241 years of independence, we thought we’d explore the all-important area of ‘brands’, and why it seems American companies are so good at building them.
There is no denying that US companies are on to something when it comes to brand and marketing. According to Forbes, eight out of 10 of the world’s most valuable brands come from the USA. With an unabashed ability to tell their story at every opportunity, we look at four tips to help you create content that sells, with the help of four (American) Brand and Marketing Gurus.
1. Create a winning headline
“If the headline is poor, the copy will not be read. And copy that is not read does not sell goods.” John Caples, famous copywriter and Former Vice President of renowned advertising agency BBDO.
It may often seem like an afterthought but headlines matter - a lot. This is becoming even more important in the age where content is king. In fact, websites such as inbound.org and Reddit have users upvote the content they want to see based on the headline alone.
So how do you go about creating a winning headline? Check out this infographic.
2. Make it shareable
“Marketing is no longer about the stuff that you make, but about the stories you tell.” Seth Godin, American author, entrepreneur and marketer.
Distil your story into a piece that will talk to your customers. Remember that content is not all about selling your product or service. While content can be a form of advertising, it should not be treated as such. Check out this blog post on creating better content for your customers. And of course, once you have made the content shareable, be sure to share it with your network. Your network could include friends, family, contacts within your supply chain and engaged social media followers.
3. Make it newsworthy
“People don’t buy WHAT you do, they buy WHY you do it.” Simon Sinek, British/American author, motivational speaker and marketing consultant
If you think your story is good enough to grab the medias attention, then it is important to make it newsworthy. Journalists are bombarded with press releases all day long, therefore it’s important you create an angle that will intrigue them. Click here for a guide to Pitching a Press Release. Post a link to your press release or blog post on Facebook, LinkedIn, Twitter, Pinterest and Google+ with an emotive summary of the story that asks a question or provokes a response form the reader.
If you are writing for an American audience, then remember to use US English and metrics (yes, it really matters). Check your work using a free spelling and grammar app such as Grammarly & Polish My Writing.
4. Consider alternative formats
“Visuals express ideas in a snackable manner.” Kim Garst, Co-founder of personal branding and social media business consulting firm Boom!Social.
Content that includes interesting images or short clips are more likely to get attention. You can take this one step further and replace a bulk of your text with an infographic (a graphic image containing information and data). You can access free infographic templates from online platforms including Canva & Easelly.
If you tell your story using an infographic, share it on Pinterest.
While this is just the tip of the iceberg, the real magic happens when you translate your key messages into stories that win the hearts and minds of your audience. As David Beebe, the Emmy Winning Producer, Brand Storyteller and Content Marketer so aptly put it, “Marketing is like a first date. If all you do is talk about yourself, there won’t be a second date.”
Happy fourth of July!