Based on recent surveys, nearly every B2B marketer is using some form of content marketing and most of them are planning to further increase the amount of content they create.
While technology gives us the capacity to consume increasing amounts of content, there is a limit on how much people can consume. Content production has exceeded that limit, which means quantity as a strategy no longer works.
Creativity and specificity are must-haves. Specificity is about creating good quality content that is relevant to your targeted audience. No high level fluff. Creativity is the other key, which is where we use our Novelty Multiplier™ concept.
The Novelty Multiplier is the boost that creativity delivers. It can be the novelty of the delivery method, format or the distribution channel. A Novelty Multiplier sometimes even gets a “Hey Joe!” reaction, as in “Hey Joe, come here and look at this!”
Novelty and newness attract attention. Aren’t you more likely to engage with something delivered in a unique and interesting way? Or a different and new approach to conventional wisdom?
For example, rather than a standard video, we created an interactive one. A recent infographic was dynamic vs. static. Our B2B emails grab attention. We used red-lens glasses to deliver a message in a unique and memorable way. And we’re applying technology in new ways, before anyone else. All of these drive higher levels of engagement and results.
If you’re interested in reading more about our approach to content marketing and how we generate novelty in the delivery method, format and distribution channel, please check out our recent article The Content Repurposing Cheat Sheet.
The saying used to be Content is King. Not anymore. We say that Content is Critical, but Specificity and Creativity are the Kings.
Interested in seeing more Novelty Multiplier ideas and creating some amazing results? Let me know.