Article

Rowan Heasley
Rowan Heasley 1 November 2016

Reading Our Content Makes You 40% More Attractive

According to our “analyst” reading our content not only makes you 40% more attractive but also increases your marketing knowledge by 31%.

Now you may doubt those figures but unabashed content marketing is the best form of marketing. It’s what every marketer wants, to create content that is so great that the content itself is in demand and at the same time bravely and blatantly puts the brand front and centre.

I started thinking of this when writing our newsletter, I mentioned that Christmas is just around the corner and I immediately thought “I wonder what John Lewis is going to come up with this year?” For the 2014 holiday season we had Monty the Penguin (being Naked Penguin Boy’s ourselves it touched our hearts to see our cousin there) and in 2015 it was the “Man on the Moon”. John Lewis have set their standards high and I am sure that they won’t disappoint in 2016.

It is this sort of content marketing that all marketers dream of creating. Though the short films did not obviously sell anything, it sent heart tugging messages about the power of imagination that appealed to a wide audience. This was tied into the stealthy marketing steamroller that John Lewis employed to create interest around their characters that drove consumer’s instore where there was a plethora of exclusive branded merchandise that generated a huge amount of business to their bottom line.

What really makes your consumers decide to buy or not to buy is the content you produce and not its form. Content marketing is a commitment and not just a campaign, whether you are producing written articles, games, apps or video content it has to be something worth reading, playing, listening or watching.

Some marketers have become too nervous about putting their brands at the forefront of their content marketing campaigns, creating content that is so unadulterated that the consumer has no idea that there is even a brand behind it. Unlike print, digital can be changed and updated relatively quickly which often leads to a lax attitude that sacrifices well thought out content for quick attention grabbing headlines and reckless attempts to jump onto the back of a news story.

Content marketing is not just a few blogs and a newsletter churned out every month, it’s a carefully targeted series of print, digital and mobile communications aimed at engaging an audience and a strong content marketing strategy needs to underpin it to get the most value from your efforts.

The best marketing doesn’t need to feel like marketing, it’s about connecting with your audiences through things that they love and being totally unashamed about the self-promotional content that you are publishing.

Oh, did I mention that Naked Penguin Boy create marketing strategies, design websites that are geared to sell and engage people with great games and apps while crafting interesting animated infographics and videos in-between building tools to inspire and educate employees. Find out more and buy here: www.nakedpenguinboy.com

No? It’s probably because I was too busy creating a click-bait content marketing headline to let you know what services we sell but here is the part where I tenuously justify it.

During the holiday season of 2015 John Lewis online sales accounted for 40% of total sales with 31% more sales by smartphones and tablets which our “analyst” interpreted to mean that content marketing makes you 40% more attractive and if you are on mobile that makes you a 31% smarter marketer.

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