December 5th, 2012.
Aside from staggering wealth and undeserved attention, one of the things that I’ve always associated with The Royal Family is their strategic but reserved PR coverage.
I remember when the Queen Mother passed on. The news was broken by a headed-letter placed at the gates of the palace. 10-Years-On, the world has changed. In the age of Social Media and online press, would they still have delivered the statement in this way? I doubt it.
It would be a waste of paper.
Buckingham Palace is moving into the modern age, and I think that’s a step in the right direction.
Following the announcement at The D and D of C’s website that there is to be a Royal Baby, the whole world has gone Royal Baby crazy. For an idea of what the baby will look like, The Poke gives a pretty scientific model. For an idea about names, namethatroyalbaby.com is the place to go. As The Royal Baby still hasn’t developed a skeleton and is smaller than an apple, all we can be sure of is it will be a PR dream-come-true. So I thought I’d write a guide for Content Marketing that The Palace can use to promote the infant once it’s born.
…Other readers might also find it useful for their company’s Content Marketing Strategy.
There can be little doubt that content marketing should be a central focus of your digital marketing plan. It’s alleged that 19% of Internet Users now get their news from Social Media. I can attest to this: having spent most of yesterday avoiding social media platforms in case I saw spoilers for the Boardwalk Empire Season Finale, I only found out about the Royal Baby this morning when I was on Twitter researching coverage of the Pandas at Edinburgh Zoo. But with 400 million Tweets being sent per day, and 1 Billion Facebookers scrolling through content all day long; how can you make the Royal Baby (or your product) get the attention you think it deserves.
SECTION 1: Competiting for Attention
As with any content production, you need to know your audience.
When it comes to Content Marketing, often it will pay dividends to build-your-own audience. Obviously the current market-share for people interested in the Royal Baby is lower than it could be. Create content that evokes people’s curiosity and encourages them to come back for more. A weekly feature called ‘Ask Royal Baby’ where Royal Baby answers Tweets on a YouTube Channel, or takes part in a Google+ Hangout would be ideal. Tweets featuring #AskRoyalBaby will stand out in the stream, and the Sharability of videos means you’ll see huge coverage, and a huge amount of attention.
(If your product isn’t The Royal Baby: You might benefit from an ‘Ask an Expert’ style weekly blog that runs along the same lines.)
As well as being current with what you output, you need to be current in how you output. It’s no secret that the ease and simplicity of mobile internet has made the trials of turning on a computer a thing of the past. React to new releases in the digital consumer world before your competitors and you’re bound to see the benefits before them. You might consider releasing an App with minute-by-minute news and updates straight from Royal Baby central. As new technology reveals itself, don’t be afraid to take chances on new ideas. You never know – Royal Baby could be the first star of Holographic Video Blogs!
(If your product isn’t The Royal Baby: Make sure you’re aware of growing interest in different areas of media consumption. A fairly basic App could be a really innovative way to interact with your customers, or distribute your Blog and Newsletter).
Section 2: Original Content
You are probably asking yourself ‘How Do I Remain Current AND Still Stay Original?’
Simply put, I would say the most efficient and effective way to combine these two things is to put new slants on established concepts. Make things that people will find entertaining or useful and, importantly, things people will want to share. These are all concepts you’ll be very familiar with, but for clarity and usefulness, here are all of them:
How-To – Accessible Application of Expertise
This could be anything from your typical ‘How to’ Video Tutorials (‘How to change Royal Baby’s Nappy’; ‘How to Dress Like Royal Baby’ etc.), to Un-Paid (or even Paid) Teleclasses such as ‘How to Prepare Royal Baby’s Dinner in 10 Easy Lessons’ or ‘Why Is Royal Baby Crying?: A Five Week Course’. People will visit your company’s page to turn their interest into expertise. The more variety of ‘How-Tos’ you offer, the more visitors you’ll attract.
(If your product isn’t The Royal Baby: Share the knowledge in your field of expertise. ‘How to Revamp Your Webpage’ or ‘5 Ways to Make Your Own Furniture’ would work equally well. And like I say, you can name your price if you don’t feel like giving your secrets away for free.)
Also: don’t underestimate the power of E-mails. You can offer E-mail guides which could be more cost effective and a lot simpler if your professional interest is more technical.
You already have regular news updates on your website, so why not offer a weekly or fortnightly specialist post. Much like SEOMoz’s Whiteboard Friday where SEO concepts are described by a professional using a White Board to illustrate their points; you could offer a an insight into Royal Baby’s lifestyle from the people who know him or her best. ‘Royal Family Friday’ would be an excellent platform to get visitors to your website. Short interviews with members of The Royal Family talking about Royal Baby are sure to bring in hits. Think how many people tune in for The Queen’s Speech on Christmas Day. Imagine how much traffic she could bring in each week just talking about Royal Baby’s antics. It’s an untapped gold mine.
(If your product isn’t The Royal Baby: Think what regular features would interest your audience. If you run a management blog, it could be worthwhile interviewing managers from different industries each week on ‘My Manager Monday’. If you run a Travel Agency, you could have reviews of different holidays from people who have just returned home in a weekly ‘Airport Arrivals’. The scope is huge, but as long as people will be interested and willing to share it, there’s no reason you can’t give it a try!
This is an incredibly straightforward and well-used format. It’s basically an entertaining list of things related to your company. It doesn’t even need to be 10! You might go for ‘The Top 10 Mushed Food Royal Baby Loves’ or ‘5 Toys Royal Baby Can’t Sleep Without’.
(If your product isn’t The Royal Baby: Come on… This is an easy one. Just make sure you’re relevant and interesting!)
Twitter Campaigns – Make Your Content Live in the Stream
The top thing to remember when using Twitter for a marketing campaign is that it should be 95% relationship building and only 5% selling. Twitter is predominantly a social platform. People want to see the latest thoughts from their friends and celebrity interests in their stream, so flagrant advertising sticks out like a sore thumb…
A sore thumb that’s been cut off and glued on…
A sore thumb that’s been cut off and glued onto a mouse’s back….
Ok, maybe that’s too much. The point is: it’s obvious and unwelcome. If you only tell your followers about Royal Baby merchandise all day, you’ll be doomed to fail as people don’t just want to be sold things. If you actively engage with your followers by replying to their tweets and sharing pictures and videos, you’ll probably find them much more susceptible to being sold Royal Baby calendars and car accessories.
(If your product isn’t The Royal Baby: Don’t underestimate the power of Twitter. At the minimum, you could use the platform to promote news from your company and share content. If you are a reasonably well-established company with thousands of followers, you could start a Twitter Event. Stage a giveaway for the 1,000th retweet, or start a Hashtag idea like #ReplaceSongNamesWithCarParts or #CarPartFootballerNames. If it’s funny and accessible, people will be weighing in with their own ideas in no time, (but if it spreads too far you probably won’t get the recognition for creating it).
Compare whatever you’re writing about with a current news story
[See ‘Content Marketing Advice for Buckingham Palace that You Can Use Too!’ by Joe Shervell, or ‘What The Leveson Enquiry Can Teach Us about Tobacco Farming’ by nobody.]
Reproduce Advice You Gave a Client
If somebody phoned you this afternoon asking for your advice, they probably aren’t the only person who needs it. Turn a customer’s question into a ‘How-To’ (see above) or even a Video Q&A with the customer where all questions are asked and answered. This could be anything from ‘How Can I Join the Royal Baby Fanclub?’ to ‘Which University Will Royal Baby Attend? I Want My child to Marry Royalty’.
(If your product isn’t The Royal Baby: Judge the important problems your customers are brining to you and work on ways they can solve them by referring to your blog or online guides. Again, the more diverse the content, the wider the variety of visitors you’ll attract.
Never Underestimate the Power of Hard Copy
In the modern world, emails; messages; texts and tweets fly around our heads and across our field of vision faster than we could possibly process. It might be a refreshing and paradoxically novel idea to approach your audience with something fresh: hard copy letter or CDs or DVDs. You could send out hand-written letters to everyone citizen of Britain and the Countries of the former British Empire, signed with a poster-paint handprint by Royal Baby. This would be a massively personal way to reach every member of the target audience.
(If your product is not The Royal Baby: You could send out sales enquiries in hand-written letters, or send your Newsletter printed on card. This will instantly set you aside from everyone else in your industry and keep you at the forefront of the clients’ minds. Floppy Disks may stand out even more, but unless your client has been making a concerted effort to halt progress, they will only be useful as Coasters).
Section 3: Other Key Factors
Aside from the content itself, there are several theories worth bearing in mind.
Good Content = More Followers
Broadly speaking, the better the content, the more people will want to see more of it. These will be the subscribers; the followers; the digital friends; but crucially, the online customer base that is so essential for this type of marketing. The more people who are interested in Royal Baby, the easier it will be to tell them about Royal Baby.
Content Knows No Bounds
For the connected generation, everything is accessible on mobile. Whether it’s an article, picture or video; you can access it on your desktop, tablet, phone, TV or PS3, all at the same time! This means it’s never been easier to get the latest content from Royal Baby straight to the people you want to see it the most.
The More Natural, The Better the Results
The more your content fits into the platform you’re using, the better the engagement from the audience. ‘Sponsored Tweets’ look just like Regular Tweets (Except for the fact that they say ‘Sponsored Tweet’). To Johnny User, this is much more acceptable than the stapled-on banner ads we learned to ignore in 1997. It also puts the content directly in the stream, meaning even the most highly-trained content avoider has to give it a cursory glance. If you fill Royal Baby’s fans Timeline’s with pictures and Hilarious Demotivational Posters, you’ll find a much higher engagement than straight-up bit.ly links to RoyalBabyShop.Com.
Don’t Be Afraid to Use Other People’s Success
Unfortunately, Royal Baby isn’t due to make an appearance until Spring 2013. This means he or she will be late for even the ‘Dead Horse Flogging’ phase of Gangnam Style. But you could recreate a timeless classic in the Sneezing Baby Panda video, with the Duchess of Cambridge nearly having a heart attack as Royal Baby sprays mucus everywhere. Or feature Royal Baby in a series of parody Old Spice adverts doing dangerous but awe-inspiring things like cliff-diving or riding a motorbike around the Large Hadron Collider.
Never overlook the importance of a Strategic Partnership with other brands. I’m sure Google will do some kind of logo to celebrate the baby being born. In fact, I’d put money on it. Other internet sensations Royal Baby could be involved with are:
– Twitter Feud with Nicki Minaj
– A Vice Documentary About Royal Baby
– Will It Blend?
Ok, I’m joking about the last one.
But there’s nothing wrong with partnerships. You’re judged by the company you keep, but if you can achieve extra exposure for your product then there’s no reason not to try it out.
Whether you’re promoting The Royal Baby, or a Digital Marketing Agency; original marketing that gets people talking and sharing is the way forward. Generate interest and you’ve made a step towards generating sales.