We dare you to follow GoPro on Instagram and not get sucked in. Sure, the videos are all shot using a GoPro camera, but the camera isn’t the star of the show. Instead, the brand focuses on showcasing all of the epic adventures you can take your GoPro on, from kite skiing to diving with whales. GoPro accomplishes, through content marketing, what all brands should strive to do: selling without overtly selling. Follow these tips to learn how to go from being the commercial to being the show.
Forget About Your Product
It may seem counterintuitive, but the first step toward creating content that sells your project is to forget about what you’re trying to sell for a moment. Instead, focus on what your brand has expertise in, says Andy Seibert, chair of The Content Council.
In other words, focus on what you think customers and prospective customers will give you permission to talk about.
“If you are a financial firm it might be thoughts on the impact of interest rates rising. If you are a pet food brand it is nutrition. Once you decide these core areas that align with brand, use content marketing to get into the conversation so you can bring your brand into relevant discussions,” he says.
Put Your Audience First
If your audience is full of energetic and active people who are constantly sharing their latest adventure on Instagram, and following along with their favorite elite athletes, then Instagram might be a great platform for your brand. But if you’re reaching a different audience of people who haven’t adapted to that platform yet, then you might want to go a different route. Whatever you do, always remember that audience comes first, says Seibert.
“Matching your brand pillars with audience needs, matching formats with how they are currently reading, and understanding when they engage so you can plan cadence… it all focuses around your audience,” he says.
Make Your Content Marketing Fit Your Brand
GoPro can do edgy and fun, but it’s important that you keep in mind the image you’re trying to project for your brand and match that tone in your content.
“Don’t dramatically change the tone of your content too much from your brand’s,” says Seibert. “For example, don’t try to be hip and cool if your brand isn’t there. You’ll actually do more damage than you ever intended.”
How? Consumers have countless content sources to choose from, and they’re able to sniff out authentic brands from inauthentic ones, and high quality ones from low quality ones. And relevant content builds brand loyalty, says Seibert.
“Make a misstep, like selling too fast or trying to be who you are not, and you’ve taken at least two steps back from whatever progress you’ve made,” he says.
