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How to Use Creativity to Build Trust & Increase Awareness in Content Marketing

content marketing,marketing strategy
pointer dog shaking hands with someone representing building trust

“Creativity is intelligence having fun.”
– Albert Einstein

 

The year is 1984. 

You’re watching the Super Bowl. 

It’s Los Angeles Raiders vs. Redskins.

The stakes are at an all-time high.

And…

It’s BREAK TIME.

“Aghh! Why do they have to switch to commercials?”

BUT! There’s this one commercial that catches your attention and totally blows your mind.

Guess which one I’m referring to?

Drumrolls!

It’s the Apple Macintosh commercial that was aired during the 1984 Super Bowl. 

And it’s amazing.

After the commercial aired, Apple sold nearly 72,000 computers within 100 days. 

That’s an insane number, considering people were not as invested in computers back then as today.

In 1984, an extremely creative TV ad could literally help you level up your marketing efforts.

And for years, agencies and marketing departments have tried to replicate the same formula applied by Apple yet have consistently found themselves failing.

It’s not because that was the old way of doing things.

Instead, this formula has already been applied by Apple. People have already seen it. This means – no matter how hard you try to replicate it, you’ll not achieve the same level of success Apple did when it first aired their commercial during the 1984 Super Bowl.

Fast forward to today; we live in a saturated world. The competition is quite fierce.

We’re seeing people roll out blog posts just for the sake of ranking at the top of Google.

We’re witnessing advertisers settle for boring Google or Facebook ads.

At the same time, we’re seeing email marketers forward those same lousy emails to people on their list.

And after a month or quarter has passed, during their monthly sync meeting, they ask themselves – “Why are our strategies not working?”

The answer is – “You are not being creative.”

If you want to achieve success with your marketing efforts, you need to add the element of creativity to your campaigns.

Think of your content marketing efforts as dating.

Let’s say you are a guy in your 20s and have recently installed Tinder or Bumble. You’re ready to go out there and find the love of your life. 

You launch the dating application for the first time and start creating your profile.

Now, you’re asked to add your Bio.

You give it a thought and add something like:

“A guy in his 20s wanting to explore the dating scene in Boise.”

Now, even if you are the most handsome guy in the world – with that bio, you’ll not get many matches. 

You need to be creative online.

Having a creative bio – along with a well-crafted profile is what will help you get more matches.

You see – creativity matters.

Literally, thousands of guys in your neighborhood have a lousy and boring bio. If you want to get more matches, you need to catch the other person’s attention. And you’ll only be able to do that when you get your creative juices flowing.

As simple as that! 

And the same applies in the realm of content marketing.

The Element of Creativity in Content Marketing

You’ll be shocked to look at the number of content pieces that are being produced by agencies, businesses, and creators just because others in their space are doing it. 

These days, all businesses care about is ranking their web pages and blog posts at the top of SERPs. And while there’s no shame in building SEO-friendly content pieces, the only problem is – if you’re spending thousands of dollars on content production, you should ensure that they are actually delivering value to their audience. At the same time, it’s critical to ensure that the content producer(s) you have hired are injecting the element of creativity. 

Otherwise, you’ll face a real hard time engaging your readers. 

And this doesn’t just apply to blog post-production.

While planning your content strategy, make sure that you are injecting the element of creativity.

Coming up with blog post topics that your competitors are already covering won’t do you any good. Instead, you need to position yourself as unique and build a strategy that is not only focused on delivering value to your audience but also on engaging them to the point that will give them no other option but book a call with you or purchase your product straight away.

And the same can be said for other marketing tactics like email marketing, social media marketing, and more.

This brings us to the BIG question:

“How to Use Creativity to Build Trust & Increase Awareness in Content Marketing”

Look no further.

We’ve put together the exact steps you need to follow to use creativity in content marketing.

Let’s have a look.

How to Inject the Element of Creativity into Your Marketing Efforts

  • Master the AIDA Model
  • Hire a Team of Experts 
  • Offer Your Readers an Insane Amount of Information

Master the AIDA Model

If you run a pest control business, trust me when I tell you – there are hundreds of pest control agencies covering blog post topics like:

“5 Pest Control Tips to Consider in 2022”

If you are a freelance graphic designer, there are hundreds, if not thousands, of topics revolving around basic graphic design topics.

And while we’re not saying that you shouldn’t cover these topics, but if you are covering them, make sure that you are:

  1. Engagingly conveying information.
  2. Delivering value.

And that’s what the AIDA model can help you with.

The AIDA model stands for:

  • A – Attention
  • I – Interest
  • D – Desire
  • A – Action 

In the “Attention” stage, you need to ensure that your content manages to catch your audience’s attention. This is the stage when your readers find themselves asking – “What is it?”

The goal is not just to catch their attention but also deeply engage them – such that they start becoming curious about what your business does.

The next stage is – “Interest.”

In this stage, you need to hold your readers’ attention such that they would like to know more about your product/service. This is the stage when you put your product or service in front of your readers.

And when you have finally generated interest, the next step is “Desire.” In this stage, you need to build trust. The goal here is to change your audience’s perspective from “I like it” to “I really want it.”

And if you want to change your audience’s perspective, you need to target their emotions and present them with a solution to their problems. 

Finally, it’s time to make them take action. Here, it can mean anything – from downloading an eBook to purchasing a product to booking a strategy call with you. 

Following this model will help you deliver value and be creative – allowing you to engage your audience such that they find it hard to resist your offer.

Hire a Team of Experts

It doesn’t really matter if you run an eCommerce marketing agency or pest control business, or whatever your business model is; if you really want to add the creative element, you need to hire writers or content producers who are comfortable covering relevant topics. These should be creators with years of experience in your industry. 

When you hire expert content creators who are actually comfortable covering the topics that you want them to cover, they would love nothing more than to produce content in such a manner that helps you engage your audience.

They may already be familiar with industry-specific slang and abbreviations. However, if you can’t find industry experts who are content creators at the same time, then my advice would be to have your content creators interview these experts or work closely with them to build content pieces that are original, insightful, informative, and highly engaging. 

Offer Your Readers an Insane Amount of Information

Obviously, we want our readers to book a strategy call with us. But, at the same time, our primary aim is to deliver value. And if you read our content pieces, you’ll always find us delivering an insane amount of information wherever possible.

If you read some of our most recent blog posts, you’ll know what we’re talking about:

At the same time, if you follow our LinkedIn profile, you’ll always see us dropping valuable insights:

redfox visual linkedin post example 

You see – we’re laser-focused on delivering an insane amount of information rather than just writing posts for the sake of SEO. 

And that’s something you should consider doing as well to build trust and increase brand awareness.

Literally, millions of businesses are investing in content marketing. But if you want your content to go viral, being creative is extremely important. 

We’re the most creative digital marketing agency in Boise. And if you are looking forward to leveling up your marketing efforts, allow our creative experts to help you out.

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Ankit Vora

Ankit Vora

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