The Science Behind Memorable Content
Creating memorable content is about reaching target prospects and planting something in their minds that will leave a lasting impression - and there are many effective ways of doing so. Our latest pixel8 blog will take you through that journey.
Producing content with a memorable style will ensure your business is at the forefront of your target’s minds should they need your services in the future - and this type of content marketing is invaluable for businesses creating an impression online and driving new business. Becoming part of someone’s purchasing heuristic means being memorable.
In short, attention is currency and marketers need to drive this via remarkable content.
What Is ‘Memorable Content’ And Why Is It Important?
In a world full of online content, it’s easy for a brand to drown. According to Marketingprofs, over 2 million blogs are written every day - an extortionate amount which leaves brands with one simple question - “How can we cut through the content marketing noise?”
This is where memorable content comes in.
Dr Carmen Simon, a Cognitive Neuroscientist and expert on this subject, claims,‘audiences typically remember only 10% of the content shared with them.’
90% of online content is forgotten, and because of this, it’s more important than ever to publish something that can make a lasting impression.
Whether this is a particularly knowledgeable blog or a piece of video marketing, for example, it’s important to know your target audience, understand what they want, and then generate something that will stick in their mind.
How Do You Position Your Online Content To Make Lasting Memories?
What Makes You Different?
A good case study has the ability to pull your brand out above the rest. In short, it’s a good way to display your unique selling point.
Great online case studies should be simple and easy to digest, yet also not undervalue the work you do. A key way to do this is to use headers to highlight the main parts of your projects, as well as using bullet points to emphasise your key results. Managed to do something above and beyond in your sector? Then it’s time to shout about it!
If you need an example of some memorable content, take a look at our recent #MCR2Rio campaign. We reached over 7.7 million people over a period of two weeks here, so we made sure we took the time to generate a buzz around it by reaching out to news publications and posting a case study on our own blog.
In terms of creating memorable content, our #MCR2Rio case study is one that’s sure to stand out in the minds of others because of the success we achieved - and this is what we want potential customers to remember when they think of us. This is what you need to achieve on your own blog, so start celebrating your successes!
According to eConsultancy, ‘74% of marketers know that personalisation increases customer engagement.’
Curiously then, the same study highlighted that only 19% of marketers are actually using personalisation.
Customers are more equipped to discover, summarise brands at speed. Marketing needs to be customer-centric to deliver ROI and personalisation is essential to this approach.
Although we can’t personalise this blog directly for each reader, there are other content marketing touch points that will enable you to offer personalisation for your target audience.
Email marketing can is usually the marketer's first step into the world of personalisation.
Marketing Week.com states: ‘consumers love something that’s personal and unique to them’ - which explains why so many global brands are partaking in it. Think back to the Nutella campaign that saw the chance for customers to have their names printed on jars. It’s evident that it works, so that it also must be something that you consider during your marketing campaigns.
The Content Marketing Pyramid: Strategic Repetition Across Multiple Channels
When used strategically, repetition is an indispensable part of content marketing.
The scope of marketing channels can be tamed with the reproduction of previously popular pieces of content. Take a blog post with a high amount of views and transform it into an infographic, or take an taking an infographic use this content as the basis for a podcast or live stream - both of the above provide ways to repeat content with less amount of stress on the side of the user.
Kevan Lee of social application Buffer supports recycling content: ‘You can breathe new life into old content and continue to gain value from your “Hall of Fame” posts. With repurposing, you already have a head start on the creation process—and the best parts of your blog don’t need to be kept in the history books.’
Recycling allows a business to become more cost effective with their time and provides employees with the chance to revisit popular past marketing avenues.
Marketing themes are most effective when they expose the buyer to a consistent message via multiple points of contact across a sustained period of time. The Content Marketing Pyramid from the Content Marketing Institute facilitates intentional and strategic repetition of your key marketing messages across multiple channels and in a wide variety of content formats
Split into five levels, social posts form the base, followed by website content and blogs, infographics, eBooks and whitepapers - and finally, print books.
The pyramid acts as a summit of all content marketing areas - advocating content repetition and recycling, user experience, and resulting in effective levels of content saturation.
It imposes the solution that all content marketing areas are one of the same, each feeding ideas in the next, recycling and repeating to provide prospects with a collection of absorbable information in various formats.
Your Brand’s Visual Identity
Like words, graphics and images are powerful tools – but they must be used with great care to enhance, not detract from, your content marketing and branding.
Memory Improvement Tips.com discuss Visualise and Associate, also known as V&A. They claim that ‘most people remember images better than verbal or written information.’
This suggests that video content, infographics and other visualise content will perform better than written blogs. However, if you’re working on a blog here then it’s important to understand how you can use V&A to improve your content.
Your visual content strategy should not only be a reflection of your brand, but embody it. A visual strategy is what brings your brand to life in all of your interactions and online engagements.
You may have noticed that we’ve scattered both quotes and statistics throughout this very piece of content - and that’s no happy coincidence just for this blog. Not only do quotes and statistics provide our readers with excellent knowledge of the blog’s subject matter, it also makes it stand out in the mind of readers.
Statistics have the ability to stand out amongst more traditional prose. For example, according to Live Internet Stats, over 103 billion emails have already been sent today, and it’s not even 11am on a Monday.
That’s an impressive stat that’s likely to stay with you, and that why they’re so effective for memorable content.
Memorable Content Case Studies
Having the tools to ace memorable content is only half of the story. The rest can be learnt by seeing memorable content in action.
Hilton Fans of London
Hilton Hotels know how to put together a good campaign, and this shines through in the #hiltonfansoflondon social campaign that ran earlier this year.
By using the hashtag #hiltonfansoflondon, elements of repetition and consistency were illustrated in the marketing strategy from the off - you can see this in the copy and graphics.
Straight away with this piece of social content, Hilton are embedding a strong visual and linguistic style. Lexis such as ‘falling grandeur’ and ‘decadence’ paint a great mental image of this event, making it more than just text from an advert in the reader’s mind.
Even though the theme colour have changed to reflect the topic, the layout remains consistent. A stylish image alongside a bold box of colour and some white text allowed fans to keep an eye out for these posts and know what to expect when they do arrive. Repeating the same style will have made this campaign much more memorable than if Hilton had constantly been changing their style.
Hilton also put a fantastic amount of effort into personalising posts.
Although not personal to the person viewing it, Hilton Hotels decided to create videos of their brand surprising people of all ages and backgrounds with amazing trips - allowing us to see straight into the hearts of Hilton Hotels as well as their customers.
By using real people and real faces, Hilton managed to make their adverts personal, immediately resonating with their target audience - UK families.
These posts supported with sponsored paid advertising to ,allow maximum reach amongst their target market.
Creating Memorable Content With Pixel8
We’re huge fans of memorable content, and we have lots of juicy case studies that you can sink your teeth into to show what we can do. Take a look at our work with Eastlands Trust in Manchester, and also our Fans of London case study for Hilton Hotels.
If you’d like to work with us in the future to create something worth remembering for your brand, then why not fill in our contact form?
We hope to hear from you soon so we can create some marketing magic together!
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