TRAFFIC
CONTENT MARKETING:
CAN DATA REALLY
SPARK CREATIVITY?
When it comes to digital content marketing, the biggest winners are brands that can create something
original and resonant, be this in the content mechanics, the story itself or the way the narrative unfolds.
The difficulty for marketers is in creating content with an original aspect while at the same time being of
interest to an audience. And there’s the rub… if a topic area is of interest hasn’t it all been done before?
Nichola Stott of the TheMediaFlow looks at the characteristics which define effective content marketing
and how data can spark and drive the creative process.
A GOOD CONTENT marketing project
can generate so much more for a brand
than pure visitor metrics, though of course
this is the immediate attraction. Done well,
digital content can extend our audience by
attracting visitors, although real benefits
can extend even further. Content enables us
to provoke emotional reaction, which tends
to last. There are many neurobiological
studies which look at the connection
between emotional reaction and memory,
be it positive or negative emotions. In the
2003 study, Memory & Emotion: The Making
of Lasting Memories, author James L.
McGaugh observes that most of us recall
exactly where we were on September 11th
2001, a very tangible and relatable example
among many others. From a marketing
perspective though, we’re looking to create
positive connections which too create an
emotional reaction.
Humour is a really tangible example of
an emotional tactic in marketing content –
mirth being the emotion provoked - but then
how can we use data to inform humour?
Isn’t this almost a contradiction in terms,
like planning for spontaneity? Before we
consider how data can inform that creative
spark, let’s first consider the common traits
of successful content marketing.
I’m yet to come across a comprehensive
and well-researched study in content
marketing. Specifically however there
are two excellent marketing resources
I’d recommend which have transferrable
lessons. The first is Made to Stick, by Chip
Heath and Dan Heath and the second is
Contagious: Why Things Catch On, by Prof.
Jonah Berger.
Both of these books look at an extensive
range of marketing campaigns, slogans,
philosophies, advertisements, stunts and
more, and seek to determine the common
characteristics of the most successful
(See Figures 1 and 2).
Figure 1: Made to Stick - list
of characteristics
Figure 2: Contagious – list of
characteristics
What kind of ideas catch on?
SIX “STICKY” TRAITS
1. Simple
2. Unexpected
3. Concrete
4. Credible
5. Emotional
6. Stories
SIX “VIRAL” TRAITS
1. Social currency
2. Triggers
3. Ease for emotion
4. Public
5. Practical Value
6. Stories
iGB Affiliate Issue 52 AUG/SEP 2015
17