LIVE FROM #INBOUND22
Netflix, Disney+, and even TikTok have raised the bar on audience expectations. What’s the result of this?
Whether you're creating on behalf of Pixar, or your small building product business, you've got to get creative if you want to compete.
This creates pressure in the marketing space of today, especially in construction. But, it's also an opportunity.
Those who get creative, authentic, and engaging will be rewarded. However, what about the ROI on that creativity? In this INBOUND22 session by Lindsay Tjepkema, we covered how to maximise your return on creativity by starting with core creative content, breaking it into smaller pieces, and amplifying it.
We’re all human right? And we’re drowning in exceptional content, it’s everywhere, on our phones, on Netflix and even when we’re crossing the street. As humans we expect to experience greatness, as marketers, we’re pressured to create it.
Because we’re surrounded by great content all the time, it feels attainable to ‘just go viral'. We have a feeling to feed the algorithm beasts and do the things that we’re told work.
How do we do it all in an economic downturn and when budgets are getting cut all around us?
The 2 things that bring you joy are connection and creativity
Amplified marketing can get us to the point we can prioritise creativity. It starts with identifying, creating, amplifying and analysing:
Identify
Create
Amplify
Analyse
This is because it builds trust, efficiency, alignment and revenue. When you’re not being creative or authentic, your audience feels it. You need to show creativity and thirst to connect and your audience will display trust.
With efficiency, make the audience the hero, not what you want to tell them. Make that one beautiful thing and launch it – providing you with a bursting of creativity.
This could be by creating a whole series from one discussion you’ve had and creating bitesize content.
With alignment, talk to all teams involved. Ask the sales team ‘what do you keep getting asked right now?’ speak to customers and ask what makes their buyer's journey feel disconnected. This will ensure you’re getting the most out of the opportunity and that everything is aligned from the get-go.
When it comes to revenue, understand your business model and what make’s your building product business money.
Amplified marketing works by creating a network of individuals who will amplify your articles and podcasts by sharing them via their social media platforms.
This will create geometric growth results for the number of people consuming the content. A simple request to an amplification group you organise to ‘please share’ can work in your favour.
It’s important that the content you create is rich, valuable and engaging to fuel all channels in five steps:
The beauty of amplified marketing is not only that it makes life easier for content marketers, but it also helps brands build meaningful relationships with their audience and really create a community. As a result, you’ll be able to increase conversions and drive revenue.