Marketing is a funny industry to be a part of, because everyone believes they are a marketer. On more than one occasion I have found myself in front of someone pitching me half-baked promotional ideas, expecting me to turn them into reality by the following business day. While I love collaborative creation, I can't help but notice that aggressive pitching never seems to happen to engineers or system admins....but I digress.
Whenever this happens, and I have a new idea to entertain, I always go back to these 3 simple questions. If I can answer everything on this list, then the half-baked idea I've been handed deserves so more time in the oven.
1) Is the content on brand?
Branding guidelines are the most important thing in a marketer's arsenal. Everything that comes out of the marketing department should reflect the mission statement of the company and the core ideals set forth by the brand. I believe that since the advent of web 2.0, brands have become more like personalities, so in order to determine if your content is on-brand, just imagine your personified company saying it. Think of it this way, I see Nike's brand as a tough yet encouraging coach. Every time I put on my Nike gear, I think of the words "just do it," and I am reminded to never quit on myself. Could you imagine the "Nike coach" publishing an article on "the best ways to cheat on your diet," or "5 reasons average people should think twice before running a marathon."? No, it's off-brand. Those examples may be extreme, but you would be surprised by how often off-brand content can make it passed the brainstorm phase.
2) Is it honest?
We live in a society of savvy consumers - that's the result of constant exposure to advertising. The average person can see through false promises and tricks. People are more likely to align themselves with brands they respect, and people respect honesty. Just look at this SmartCar ad. The SmartCar challenges itself to a series of drag races against luxury sedans....and loses every one of them. Just when you're thinking, where could they possibly be going with this? the words "Top speed means nothing in the city," flash across the scene. The audience then sees a replay of the start of each drag race, and every single time, the SmartCar pulls ahead while the luxury cars struggle to pick up speed. Sure the luxury car wins in the end, but for the SmartCar market (city-dwellers), the most important feature is getting ahead of the traffic at each intersection. SmartCar straight up tells the viewers that their vehicle can't do everything, but that it's really great at what it can do. That's honest advertising.
3) If you were the audience, would you care about this?
This is the last question that needs to be answered before any marketing content leaves the cutting room floor. Sometimes it's easy to forget that consumers are just people. They're not stupid, they not machines, and your promotion will probably be one of dozens that they see that day. So ask yourself, if the roles were reversed, would I click on this? If the answer is no, it's time to reassess. Make sure that your content is relevant to the people you are targeting, otherwise it will be nothing but noise. I had a marketing intern this summer, and I had her practice some blog writing with me. The first draft she handed me started with "As industry thought leaders, company X is dedicated to providing quality information to all of our customers, to better their understanding of this emerging industry." While this is true, it is nothing that our customers care about. As a customer, I would read that and think "that's all well and good but I don't care, just educate me please." That thought was a cue to me that her blog draft was far from final. Every time you find yourself paying attention to an ad, participating in a sponsored event, or even opening a blast email, take a second to think "what made me do that? How did they hook me?" - then apply those principles to the brand you serve.
The great thing about marketing is that it's progressive, creative and constantly changing. The marketing techniques I use at my job today would have never worked 20 years ago, and may expire by next quarter. A good marketer stays on top of their game, but by answering these 3 questions before publishing any and every piece of content, you can avoid some of the common pitfalls of amateur marketers.