Parents always worry about their children’s well being even in cases where no threats may be present. On a daily basis, they ask themselves many questions such as: Who are they with? Why are they not home yet? What are they doing at that house party? How are they going to get home after that party? When are they going to call? Where did they go after school?
I am no parent yet, I am an aspiring digital marketer and creating content will be a pillar of what I will be doing in the future. However, from what I have seen and heard so far form others experiences, I have come to the conclusion of how one creates digital content for marketing purposes, does indeed resemble parenting.
Well, lets relate individuals in the home to those in a company/consumer landscape. You and your significant other, the parents, are the digital marketing executives of the company. Your fifteen (15) and nine (9) year old children are customer segments or audiences, each having different needs and wants. Your children (i.e. customers) are willing to compliment you on some occasions, for instance, when they receive an expensive gift they always wanted. And may soon forget your act of generosity once something does not go in there favor. See the similarities yet? At the end of the day, it is the way you communicate with each of them that will help you leverage the household (i.e. your company) and ensure everyones happiness.
So the question is, which two (2) of the six (6) questions mentioned initially should be the main starting points from a content creation perspective?
The starting point is in the “who?”
Like in the case of your children, the language and method of communicating to a teenager will be different from a nine year old. Similar to a digital marketing campaign, one needs to know who the product and service is for therefore, defining the intended audience of the marketing message. The target market and audience of the message should be in line with one another. If the message you are trying to convey is going to the wrong recipient, then your efforts will be wasted. An example brought up in class was the Smirnoff alcoholic fruit beverage. The product was tailored for a more female audience, while the message was targeting a male audience. Once this was modified to be inline for the female audience, sales increased.
Next is in the “why?”
The next question that should be addressed is one that younger children love to ask why? Why are we creating this message and why does the public want to listen to it? Is it to inform about a product? Persuade people to not vote for a certain party (insert your least favourite political party here)? To address a crisis that has occurred for a company, as in the case of Maple Leaf and the listeria case. Once these two questions are addressed the following W’s and H can be formulated to complete the message.
Did your message get through?
Measurements of message effectiveness has transitioned to looking at traditional metrics such as sales to likes, shares, retweets. The digital platforms allow for an easier method to track the audiences actions with regards to content. However, it is difficult to measure what part of the message (which W or H) has made it a success, as all of the factors come into play within the message as a whole. It’s similar to having a digital marketing campaign on one social platform. It will not work. Social media today is considered an ecosystem in which all elements will drive an action, and marketers will need to be present on all of them. Regardless of how much we invest in one platform over another we need to be omnipresent. Similar to this is the way we incorporate the 5W’s and H within content creation, some may have more of an impact than another depending on the type of message, yet you need all of them for the message to be properly conveyed.