By: Yunita Lianingtyas – PR Consultant of Fortune PR
Game of Thrones is rich with lessons for PR to both optimize their content strategies and engage with their target audience.
The TV series based on George R.R. Martin’s book is known for its gasp-inducing plot twists, bloody murders, and well-developed characters. The total number of posts during the premiere was 176,017, with a total reach of over 1 billion. Using multiple hashtags (#GameofThrones, #GoT, #TheGameRevealed), the statistics increase just under an hour of the show running.
When creating content, we can see that the content team behind the show take time to tell the story using user-generated content. Google their hashtags and you will see are thousands of tweets about the show from its multitude of fans. The creativity of content will astound you and you will notice that very little of this content comes from the Official Pages.
Take Away Lessons for Brands
Content marketing has proven to costs 62% less than traditional marketing. Yet produces almost three times as many leads. It’s easy to see why 89% of B2B marketers use content marketing as part of their strategies today. In the business world where trust is currency, brands can harness their content as a powerful sales force. This is exactly what pushed more companies to start engaging their target market through the power of content marketing.
Understanding the purpose of content is key to producing high-quality work. It’s meant to speak directly to a particular audience, such as customers, potential customers, investors, employees, or other stakeholders. Content can be well-written, researched and creatively conceived, but if it isn’t speaking to the intended audience, it’s not doing its job. So when creating content to market your products or services, you must remember these important things:
- Master your brand & your target audience
Study your brand value so you can generate ideas when crafting your brand story. Figure out what do your audiences need to know. Use search and social media and talk to customers to get real insight. Your content must be meaningful and can touch the customers’ emotional side, so it will encourage them to share the content and buzz about it.
Getting people to buy into your brand and content will give the users a sense of ownership. When users feel invested in a brand, they are more likely to create their own conversations about it. Encourage these conversations and use them to tailor your content based on what the users want to see. Also, figure out what type of content that your customers prefer. There are different types of content out there. These include blog posts, videos, slideshows, infographics, tools, animations, podcasts, and images.
- Quality over quantity
Get back to the main reason why this content was originally created. The content must have a specific message to be conveyed to our target audience. Efficient content marketing boils down to quality that helps to build trust and authority within your community. Create a powerful, engaging, viral, and impactful content. The content must be authentic and relevant so that engagement rate will be higher. Highly fluid digital media characters can make the content, or authentic and relevant content, very powerful.
- Content is king, distribution is queen!
There are many easy ways to push content so that it can reach many people, like using social media channels. Mobile devices also become an opportunity that needs to be utilized because the content becomes very easy to disseminate. With just one click, consumers can spread the content to their network. Choose which channels represent the best strategic fits, based on the nature of your content, your target audience, your strategy and your budget.