Three ingredients for mouthwatering content
Content saturation is fast approaching, so a robust strategy could be worth its weight in gold when it comes to ensuring your message resonates across the noise. But that process is much easier said than done. Let’s get the ball rolling with the three basic principles of content marketing:
- Create: Okay, it's a bit obvious, but creativity is the absolute essence of effective content marketing. Those who are successful have the ability to turn ideas into pixels; to pitch, write, and design new ways to engage an audience and maybe even earn that ever-elusive "viral" accolade. Even the mightiest content strategies have to start somewhere—and it's often a single piece of irresistibly clickable content that readers can't refuse.
- Amplify: Once your mini-masterpiece takes shape, there's only one thing to do: get it in front of the eyes of those who matter. But it's not enough for QSR brands to create content. They have to make amplification a key consideration to make sure the message is received. Of course, this is increasingly a "pay-to-play" exercise, but smart (read: strategic) use of various social media channels can help to offset those costs.
- Measure: Some chefs are happy to wing it—to eyeball their measurements and take their chances—but content marketers can't afford to be so maverick. After all, if you can't effectively measure the performance of your content assets, then how do you know what resonates with your audience? How do you even know if you're getting good ROI? The third and final consideration in executing a content marketing strategy not only accounts for your first-phase efforts, but also helps to inform future decisions and shed valuable light on your audience's preferences.