Whilst success tends to be subjective, I’ve long believed that the businesses which excel tend to be those with the most compelling story. In many cases, it is this same story which binds a business to its audience that sets them apart from their competition. It is this essence of ‘brand‘ which keeps customers returning and defines successful content.
Depending on how long you have been in business, the means by which you convey your story may have changed. Where once the Yellow Pages was the go-to destination for reaching your audience; social media and search have all but transformed how content is found.
Whilst TV remains a primary channel, the prescriptive schedules of the traditional broadcasters have been disrupted by both a technological and a social layer. The technology is always-on and constantly connected whilst the social layer attempts to infuse a sense of community into the connected experience.
Collectively, over-the-top platforms (OTT) such as the Chromecast, Amazon Firestick or the AppleTV run many of the channels we find on our mobile devices i.e, Facebook, YouTube, Netflix, Amazon Prime etc. This means that the sit-back experience of the living room has become an organic extension of our mobile lives and vice-versa.
This represents a tremendous opportunity for today’s businesses. The power has been democratised, we can reach our target audience wherever we choose but first we have to accept that to do so, we must meet the prospect on their terms, be it on either social media or out there in the wilderness of the open web. For more on what social channels befit your business, check out our blog ‘Choosing The Best Social Channels for your B2B Video‘
The customer is empowered to opt-in to your brand – or not as the case may be. This is why we must be producing content with a deeper understanding of personalisation, relevance and intimacy. Maybe a good place to start is to ask ourselves, ‘how well do we know our customer?’
So, why is Social, the Open Web and OTT so important? Because the customer is ageing. It should come as no surprise that millennials have arrived in positions of influence within the enterprise and millennials inhabit the social layer like no other demographic in society. Successful content today will entice its audience to participate in its reach.
If you look at how millennials engage with social media, it can be incredibly intimidating. There are multiple channels, speaking to different audiences with those users often rifling through their feeds at a pace which could be best compared to a treadmill for thumbs. Each moment is transitory and absolutely nothing feels permanent.
Daniel Ek – Spotify CEO
Spotify owner Daniel Ek, recently proclaimed in a letter to investors that Spotify wasn’t in the music business, it is in the moments business. I get his logic but by that definition, we’re presumably all in the ‘moments’ business.
The question remains, how do we enrich that moment so that our audience cares enough to be truly engaged. Successful content has to be powerful because online interactions need to stick almost immediately or risk not sticking at all.
As it happens the channels have been giving us a clear indication of the direction of travel for some time and it’s fairly widely accepted now that video is the most effective medium for capturing and retaining attention in social. Even LinkedIn has finally caught on, adding video to both personal profiles as well as company pages.
As business owners, it is our job to shape these conversations. To do that we have to be the creators of content which adds value and capitalises on the zeitgeist. Successful content is relevant, not spam. Not only that but we also have to do it with a certain level of scale because at the top of the funnel, our audience is only tapping into us for moments at a time.
We need lots of moments with our prospect for them to begin to notice us, even more for them to get a sense of our offering. More still to turn them into fans. Is it any wonder that we’ve witnessed a content explosion over the last few years. Further down the funnel, the moments we share tend to be longer because the engaged prospect will want more from us.
If you haven’t done so already, step back and ask yourself ‘What is the story of your business? Why should your prospect care?’ The successful businesses of tomorrow won’t just have a fantastic story but they will weave their audience into the narrative and make them feel part of it because after all, what is a brand without loyalty?