In today’s podcast, I sat down with Bronwyn Schultz, the Content Discovery Marketing and Curation Manager at Multichoice and discussed the importance of content marketing!
What is content discovery?
Content discovery is all about putting yourself in the customer’s shoes and understanding where they are and then weaving yourself into popular society instead of just saying “this is our content- watch it.”
Also, you want to engage with customers and understand their friction points so that you can minimize them.
There is a lot of emphasis on absorbing all your content from the viewpoint of the customer so that you can start making connections between the different content those same customers will enjoy.
An excellent way to approach content is to speak in the voice of the fanboy. Otherwise, your message becomes inauthentic.
What is content marketing from a digital perspective, and why is it so important?
Typically, people watch shows, rather than channels- it is the content that they are after at the end of the day.
Likewise, we understand that to an extent, platforms sometimes overshadow the content, which is what content discovery is all about.
You want to get content to your viewers as quickly and efficiently as possible, in such a way that they are not aware of the channel anymore.
Think about how algorithms have improved content curation in the traditional sense compared to TV, by providing us with profiles (based on our interests) on on sites as Netflix and Showmax instead of channels.
What can we say about the role between content marketing and digital marketing, and how they integrate to form something powerful?
For MultiChoice, they have to think of exciting ways to make content about content.
They manage to do this with youtube promos, roundtable talks with the stars, behind the scenes footage and relevant videos with different influencers, which is a new and exciting way for audiences to discover content.
You can think about content as the gateway that leads consumers to your brand, message or goal, and this is why it is so important to be mindful of who you are talking to.
Besides, when you are considering hiring the help of an influencer, take the time to find someone who’s image aligns with what you are trying to achieve.
You will not see an ROI if you hire an influencer and make them do something that their audience doesn’t want to see them doing.
So, don’t put them in a box, allow them to do what they do best.
Also, stay loyal to the platform you are on.
Your psychological mindset changes depending on the forum you are on.
For example, if people are on TikTok, they want to see silly content, not a documentary.
If people are on Twitter, they want to argue and enjoy the drama that the internet has to offer.
If people are on Youtube, they mostly know where they want to be, and once they find it, the experience is more laidback.
The important things to note when it comes to Youtube is that contrary to popular belief, all businesses can make use of this platform.
Youtube brings together an element of education and entertainment to give the people edutainment!
The best thing about using Youtube to get consumers into your sales funnel is that although it is a slow process, you do it in such a way that they become open to your message because you are taking them from one point of entertainment to another.
What should be the end goal of content marketing?
The first thing you should ask yourself is what content marketing is?
Content marketing is everything from video to a quick behind the scenes photo.
So, any place where your customers can engage with you is content marketing.
Secondly, which platform is right for you?
Where are your customers, mainly?
Then, the first point of value that you will see is engagement.
As your audience learns more about you, you learn about them.
So make sure that you are listening to everything they say, and don’t say!
Remember, analytics can tell you what happened, but not why it happened.
Once you have engagement, you must remain consistent and authentic to your brand.
This is not a 1:1 investment.
If you did it in the right way and begin to have that relationship with your audience, they tell their friends, and this is how your audience grows.
Initially, your investment will be 1:0 for a while, after which it will jump to 1:5, there is no in-between.
So always remember the brand basics, which are: Know who you are and what you stand for and let that fuel your content.
When you start engagement, you want to encourage brand love as well.
This informs your voice and should reflect in everything you create!
Plus, you also want your content marketing to land the right people.
Can you give us an insiders look into how MultiChoice’s content strategy has changed due to digital disruption?
MultiChoice is hyperlocal, which means they strive to tell Africa’s stories to the world and bring the stories of the world home.
This speaks to authenticity, where you have African shows, in African languages for an African audience.
They have had to listen to their audience and to what they want more and less of.
By giving people something they can relate to, it allows them a chance to engage and therefore, buy.
Content is about what is going to resonate with people.
Some advice for SMEs on how to create a content strategy:
- Know who you are as a brand and what you stand for.
- Identify your target market. Identify who you really want to go for first and then who your secondary market would be. “Where do you want to grow to?”
- Find out where your target market is. You wouldn’t go to Facebook to engage with Gen-Zs anymore.
- Before you start engaging- Listen! Listen to what your target market talks about, what they care about, how they speak, when they speak and who they talk to, because once you start engaging, you must remain consistent.
- Start injecting yourself into “where” and “when” they are.
Now the strategy begins:
- Identify the media you want to go to and keep that in mind when you plan for production. You can always experiment and should not feel limited to one platform.
- Start testing. Listen and think before you “do”, and do so by managing yourself with timelines.
- Start engaging. See if your content is resonating with your audience. Make use of analytics and human responses to make that judgement. Remember, you must not panic if it doesn’t go well; there are outside factors that can distract from your content, so be brave.
- After a (decided) period, reevaluate everything! Do more of what worked and less of what didn’t and use your old strategy as the foundation for your new one.
We can look at Version EIGHT as an example. What do we stand for?
(E)stablish target market
(I)dentify pains, fears, hopes and dreams
(G)arner their attention
(H)elp your target market (what can you do to add value?)
(T)iming of your offer and staying (t)op of mind.
You need to help your consumers in a way that does not make them feel stupid or belittled, and if you can add value, then do so at all costs.