It is no secret that the amount of content available to users online is immeasurable and it continues to grow exponentially every day. Consequently, the greatest challenge marketeers face is differentiating their offer from everyone else’s. Leo Burnett, a highly esteemed advertising executive responsible for creating some of the most well-known advertising characters and campaigns of the 20th century, used to say; “Make it simple.Make it memorable. Make it inviting to look at. Make it fun to read”. Although strictly speaking marketing and advertising are two different things, they are two sides of the same coin, especially in the online world. There is a key takeaway in Burnett’s quote and that is being memorable.
By creating memorable content to communicate your business’ message you are increasing your brand awareness and becoming more recognisable. This may seem quite simple, yet it leads us to the following question; what makes content memorable?
The answer to this question is very subjective, like with everything that involves creativity there is no formula, anyhow, close attention to detail and empathising with your audience can go a long way. Let’s break it down:
• Visual Impression: When a user comes across a piece of content, the first few seconds are crucial, this is the window you’ve got to catch the users attention. There is a variety of factors that play an important role. Firstly the content piece itself must draw the user in, making use of colour contrast or impactful imagery. Also, depending on the message you are trying to bring across the time at which the user sees it can make a huge difference in their reaction, we go through different mindsets throughout the day and sometimes we are more receptive to certain types of messages.
• Copy-write: This element of content is often overlooked, the text that goes with a piece of content, or the text that composes the content on a website can play a significant role in making your content stand out. Words bring emotional context to what is being visually portrayed; say for example the same image with different captions can make you giggle or not, so even if the image is impactful if the caption that provides the content connects emotionally with the user, they will be much more likely to remember that piece of content and perhaps even share it.
• Market Context: Sometimes we might think we are doing something very creative and we don’t look deep enough into what other brands and businesses are doing. Studying the strengths and weaknesses of our own brand and the competition through a SWOT (strengths, weaknesses, opportunities and threats) analysis and/or a Porter analysis, can prove really helpful in finding that area, or areas, where you can offer something others are not.
Like mentioned above, there is no formula for creating memorable content, but understanding the context and your audience and applying that information to the content strategy will lead the way to meaningful connections with the user. After all, connection is the basis of interaction and today the most powerful language is content.
There also are marketing tools, such as Google Ads, that you can use to display content at the time your target audience is most receptive. At Kenshō we are happy to apply our experience and our Process to take your content and your brand to the next level and add value to your business. We love what we do and nothing makes us more fulfilled than driving results.