20 Jun How to Become The King (or Queen) of Content

A look at three marketing content giants to emulate in your social media kingdom.

Written by Daniela Cavalletti

We’ve all heard the old “happy wife, happy life” adage (which happens to be true). For a relationship to flourish, participants at both ends of the deal need to feel they are gaining something.

As any monarch worth their salt knows, the best strategy for a flourishing and productive kingdom is to make your subjects happy.

Here’s how the most recognised and successful kings of marketing content writing run their fiefdoms to keep their followers as happy as Larry.

King of Content #1: Coca-Cola

The three main reasons people share content online is firstly to entertain, then to educate, and then to share things that are in line with or represent their identity. Effective content strategy and marketing content writing all comes down to creating stuff that people identify with.

And Coca-Cola? Well, they Kings of Content that have got a lot of happy subjects following them.

Coke’s a classic. Not only has it been around since 1886, but to its disciples it’s still as enjoyable today as it was then. Partly, because Coca-Cola, as famous as it is, keeps innovating its marketing message and advertising, finding ways to identify with its evolving audience. They excel at personal marketing.

Remember when you found your name on a Coke bottle? And your mum’s name? And your best friend’s name? It was tempting to buy a Coke, wasn’t it? You really wanted to buy it, didn’t you? Of course! #shareacoke they said, and share a Coke we did.

The results of this simple stunt were stunning. 25 million people followed Coca-Cola on social media and they got more than 6 million shares of virtual, personalised bottles. And, as if that weren’t enough, a half a million photos with their hashtag. Success.

How They Pleased the Kingdom

Coke became YOUR coke. It became shareable. The subjects / customers did all the work by sharing and raised them up to social media glory and huge profits. It’s powerful when the people feel that the kingdom is theirs, too.

Your Turn

Coke is a huge brand, but by personalising, they said, ‘’We aren’t just Coca-Cola. Now we’re YOUR Coca-Cola.’’ There’s a Coke with your name on it – literally.

When creating marketing content, make it theirs, not yours. Whatever it is that you’re sharing on social media – be it curated or original – it has to make the consumer say ‘’Hey, look! That’s me! It’s got my name on it!’’ Make it undeniably theirs, and they will share.

King of Content #2: Nike

Nike knows the secret to a happy kingdom. With over 7 million followers on their main Twitter account alone, theirs is a large, happy kingdom.

But, how are they doing it? Focused customer service.

Nike has a separate customer service account as well as accounts for specific sports, countries and genders. They’ve made super-tailored customer service their #1 priority. They respond frequently, directly and personally. They speak to you as your helpful friend would – not a big corporate.

Nike is building your confidence. They’re approachable, helpful and friendly. They respond, and quick-smart. With Nike, people are coming to know that not only is it easy to reach out, it’s worth it, and will be a good experience.

How They Pleased the Kingdom

Nike is building trust, individually. With those separate, exclusive-to-this-specific-customer accounts, quick responses and a warm, friendly tone, it’s drawing people in. Marketing content writing stands and falls with understanding and serving your audience – and Nike has nailed it.

Your Turn

When people matter to you personally, you speak to them caringly and carefully. As a brand or business, you can be as approachable, interactive and friendly. We build rapport and relationships by not just what we say, but how we speak. Make a difference and build confidence with your marketing content style. People will walk away impressed – and will likely come back to you the next time they need help.

King of Content #3: Whole Foods

This grocery store chain is purposefully reaching out to its subjects with understanding. They are a higher-end store of health foods that prides themselves on the freshest, healthiest foods – and on understanding you and your lifestyle. They know that not everyone is a health freak, or that not everyone is so motivated (or disciplined) to eat clean. But, they make what they’ve got relatable and accessible to you, me and everyone else.

Their Pinterest account features boards that focus on fitness, gardening, kitchens, inspiration and more. Their posts across social media focus on saving money while eating healthy; on small habit changes to live a little healthier; and more.

60% of their tweets are recipes that link back to their blog. But they are far from random recipes. They’ve carefully chosen marketing content writing that ties in with their strategy of being accessible and the retailer of choice for many a taste and healthy lifestyle.

People go to their page and they leave feeling that there is something there for them – no matter where they’re at in their healthy-eating journey or the lifestyle they live.

How They Pleased the Kingdom

They understood you. And him. And her over there. They ‘get’ all of us wanting to eat healthily: the beginners, the sceptics and the converted consumers. That’s really about it. Whole Foods segmented their broad market and created content and messaging around their marketing what is precisely relevant and easy to discover. They know that not everyone is in the same spot, but could benefit from their products – and they simply show you how.

Your Turn

The more you know about your subjects and your audience – the more you really understand their needs, fears and wants – the better you’ll be able to help them out. The more content you’ll share that really fulfills some need they have, or that addresses a fear, the more connection they’ll feel. Your readers will be open to learn about you, because you understood them – and you care.

So, How to Be a Good King (or Queen) of Content?

Love or hate these three kings of content or their products: there’s a trick or two we can learn from them when it comes to marketing strategy and content that focuses on what their customers actually want.

It all comes down to having a real desire and ability to connect with the ‘subjects’ in your kingdom: your customers. Being a king or queen of content does not happen by distantly reigning over the realm and giving the occasional speech (read: marketing content blitz). To be top of the crop you need to be in constant contact with your tribe, making them feel valued and understood.

Be caring, kind, authentic, relevant and meaningful with your marketing content writing.

Be a humble monarch – and your kingdom will thrive.