Valuable content teaches, inspires and motivates. It creates a demand for your product and inspires action from your customers. Sound too good to be true? It’s not. Olle Lindholm explores the secrets to creating content that makes people reach for their wallets.
It’s a simple formula: compelling content increases demand. Disney knows it and applies it regularly. Frozen may have been released over a decade ago, but there are still little girls (and boys) dressing up as Anna and Elsa – and demanding ‘Olaf the Snowman’ birthday cakes.
Influencer and best-selling author Andrew Davis believes that the right content can help you grow your market share. But to succeed, you need to put your product in a broader context. Here are the four ingredients – according to Davis – that you need in order to generate demand.
Drama is great way of doing this, as it attracts the attention of your target audience. Consider the 2010 documentary Fat, Sick and Nearly Dead. It follows Joe, a morbidly obese man who has been diagnosed with an autoimmune disease. In an effort to lose weight and improve his health, he endeavours to drink only fruit and vegetable juice. Will Joe survive or die? The suspense is what drove such interest in the film.
Behind the scenes, it was actually Australian juice-making company Breville Group pulling the strings. And did the documentary increase demand for their products? You bet it did.
But where will you find your sliver of suspense? There’s no need to create drama for the sake of it. Instead, identify your customers’ pain points and concerns. Look for stories based on real people and events. After you’ve built up suspense, you’ll want to then use empathy to convey the fact that you understand them.
Empathy is a strong driver behind content that generates demand. Make it less about you, and more about them. General rule of thumb: the company that knows its audience wins the biggest slice of the pie.
Take coffee roasting company Intelligentsia Coffee. They listened to their customers’ questions about making really good coffee, and produced in-depth guides and how-to content that explained exactly how to do it. Never underestimate the power of useful, empathetic content. By showing that you understand your customer, you establish a bond – and this helps build trust and loyalty.
People are looking for motivation to help them achieve their personal and professional goals. Powerful content speaks to these aspirations and sparks what Andrew Davis calls ‘moments of inspiration’ (MOI). What moments of inspiration could you create for your customers? Remember that MOI leads to ROI.
Sustainable brand Bart’s Fish Tales provides the aspiring cook with plenty of inspiration. Founder Bart van Olphen produces his own super-short cooking show with recipes, tips and tricks on how to prepare great sustainable seafood. Bart’s Fish Tales has over 68,000 followers on Instagram, who look forward to his next recipe arriving each and every Friday.
Emotion can be an incredibly powerful engagement tactic. Given that most of our decisions are based on how we feel, it makes sense to use emotion – tug a little on the heart strings – in our marketing. Campaigns like Always’ Like a Girl and Dove’s Real Beauty are great examples.
So, does your content generate demand?
Sit down and take a look through your most recent content marketing copy. Does it tick all of the above boxes? If the answer is yes, then well done. But if the answer is no, don’t worry. We’re always learning about new ways to help generate demand. And now you know what you need to change, you can really do something about it… Good luck!