Writing about best marketing practice and strategy has been published many times and from various angles. Yet, for the layperson, there is little understanding of marketing terminology such as UX, ATL, ROI, SEO, and so forth. For our article today, we are going to use relatable examples from human interaction and film to explain a complex content marketing principle: Strategy. How, you might ask? Let us use romantic comedies and online dating apps as a conversation point.
Romantic comedy films and online dating apps can teach us much about modern marketing practice. Please bear with us on this one.
Modern marketing efforts to reach consumers and convince them to support or engage with your brand can be likened to online dating.
You know, platforms such as Tinder and Bumble, to name a few. Each person aims to put their best foot forward with the best possible, and hopefully honest, profile to find a suitable match and perhaps even true love. Each person would write their profile with thought and intent, which is also known as strategy. We would imagine it takes some time and effort, also known as a plan, including choosing the pictures of yourself you feel are the best.
After your profile is complete and active, you will review it and make a few changes until you are satisfied to publish it, which is also known as optimisation. When all is done, you wait for someone to interact with you, or vice versa, through which the initial connection is made, also known as lead generation.
This serves as an excellent example of marketing, even if it is marketing yourself. The main idea here is that it is done with thought and intent.
Now, imagine scrolling through this app after you have meticulously set up your profile. What happens when you see incomplete profiles with limited descriptions, low-quality images, and not much to read? You are most likely to pass on such profiles; we presume it will be swiping left. No connection is made here.
When it comes to the marketing of your business, products, or services, there are many similarities. Businesses should create content that consumers want to connect with or interact with. This means that you want to present your absolute best. For consumers, the best way to achieve this is when they understand what they are invited to connect with.
Creating content requires a significant amount of time. Whether you are focusing solely on making visually appealing social media posts or undertaking more complex work such as writing blogs, filming videos, or perhaps even recording podcasts, you are consistently present and invest time and effort.
However, something still feels amiss. Your content does not receive much feedback or bring tangible results. Metaphorically, nobody is sending you a drink from across the bar as happens in romantic movies, leaving you a wallflower whom nobody really notices.
You start asking yourself what you are doing wrong, or at least, what you are not doing right. You want to be that “it” girl in the movies, such as an Elle Woods from Legally Blonde, Donna Sheridan from Mamma Mia, or perhaps even Miranda Priestly from The Devil Wears Prada.
What makes an “it” girl?
While there might be various answers to this question, we would like to think that the common denominator is a sense of admiration. You want to be like her. She inspires you.
In the movies, you know who she is, what she does, what she wears, and how she acts. The “it” girl does not overcompensate to be popular. She knows who she is, and people love her for it.
Most importantly, every “it” girl comes from a well-written and developed movie script.
When it comes to marketing, producing more content does not necessarily lead to better outcomes. If you are posting without a clear plan, you are not building a brand. Your brand is supposed to be the main star of the movie, but it can only develop and shine with a well-developed storyline—in other words, communicating who you are and what you stand for.
Everyone is sharing something online these days, and it is easy to think, “If I just post more, I will get noticed.” However, the internet does not reward noise; it rewards purpose and clarity. This can be achieved with a good content strategy. Strategy transforms random marketing activities into messages that matter and helps your audience feel understood. Marketing with purpose is how you truly stand out.
A superstar actor, representing your brand, can only bring limited success to a movie if there is not a well-developed storyline, which represents your well-planned, strategic marketing efforts.
Like a well-developed storyline in a movie, a well-defined content strategy will connect with your intended audience. It enables you to:
What can I offer potential customers? What do I want to achieve with my marketing activities? What is the purpose of my marketing efforts? On which platforms will I conduct marketing?
Why should consumers use my products or services? What makes me stand out? Why should I be trusted as a business?
Examples of success from current or previous clients, success stories, client testimonials, and so forth.
Effective calls to action, invitations to connect, quick lead generation forms, and so forth.
With a strategy, you are not just posting ineffective content. You are telling a story that your audience wants to be part of. Strategy gives your content purpose, helping you show up with confidence, speak clearly, and connect with the right people.
Let us briefly discuss AI tools such as ChatGPT, CoPilot, Gemini, or Jasper. They are excellent for accelerating writing, generating ideas, and repurposing content. However, it is important to note that AI does not understand your brand as intimately as you do.
It lacks the ability to comprehend your audience’s emotions, aspirations, or sense of humour. It cannot replace your voice, your passion for your business, or your vision.
Think of it as the supporting actress in a movie who aids the storyline rather than being the leading lady.
Please refrain from thinking that AI can run your marketing for you. It will end up as a box office flop.
To some of us, being the main character or “it” girl might come more easily than to others. When it comes to marketing, however, you can be the star of the show through smart thinking and approach. If you are ready to improve, here are a few points on how to start thinking more strategically:
Who are they? What are their interests and concerns?
Are they newly discovering you? Are they considering a purchase? Are they prepared to take action?
Ensure it is straightforward and clear.
A single blog post can be transformed into multiple social media posts.
Analyse the data and make necessary adjustments.
These are the main topics that are important to your brand and your audience.
Show your personality and share your story. People connect with people.
Content planning and strategy are sexy. They are attractive. They are engaging.
Content without a strategy is merely noise, where you will drown amidst the crowd of other unrecognisable faces. Strategy is the secret ingredient that turns your content into something meaningful.
At Summit 7 Marketing, your success is our business. We have honed the skills to successfully manage marketing for businesses of all industries and sizes on multiple platforms. You can trust us to assist with the best possible marketing strategy for your business to generate results.
We are always ready to engage with businesses to bring out their full marketing potential. Whether it is a short chat over coffee for a strategy meeting or a long-term relationship where we manage your marketing efforts, you can always trust that you will receive the best and most honest advice from us.
Reach out to us to schedule a meeting, and we will happily oblige.
