What is the ‘C’ Word that Elevates Content and Marketing from Good to Great?

When it comes to creating great content and marketing campaigns, many businesses may feel intimidated or unsure of where to start. However, according to marketing expert Doug Kessler, there is one secret ingredient that can make all the difference: CONFIDENCE.

The Other C Word: Confidence

Kessler starts by highlighting the common theme that unites successful content and marketing campaigns: Confidence. He explains that this was discovered during a brainstorming session where his team laid out all the great content they had created over the years. The content ranged from funny to hard-working to beautiful, but what tied it all together was confidence. This confidence was a signal to the audience that the creators were good at what they do and enjoyed it.

So, what exactly does confidence look like in content and marketing?

Here are a few key characteristics:

It’s not arrogance: Confident creators don’t have to be boastful or conceited. They simply know they are good at what they do and are comfortable showcasing it.

It’s enjoyable: Creators who exude confidence typically enjoy their work and the process of creating content or marketing campaigns.

It’s relatable: Confident creators understand their audience and know how to connect with them. They speak in a language that resonates with their target market.

It’s memorable: When creators are confident in their work, it tends to stick in people’s minds. Confident marketing campaigns are more likely to be remembered and shared.

Examples of Confident Marketing

One of the best ways to understand the power of confidence in marketing is to look at some real-world examples. Here are a few campaigns that showcase this concept:

Dumb Ways to Die: This video created by Metro Trains in Australia aimed to teach children about train safety. Instead of a serious PSA, the creators opted for a humorous and memorable approach. They depicted a cast of cartoon characters meeting their demise in ridiculous and hilarious ways. The campaign was a huge success, and the number of accidents on train tracks in Victoria decreased by 21% after the campaign was launched.

Epic Split: Volvo Trucks created a stunning video featuring action star Jean-Claude Van Damme doing a split between two moving trucks. The video was a bold move for a typically conservative industry, but it paid off. The video went viral and has over 100 million views on YouTube.

Dollar Shave Club: This razor subscription service burst onto the scene with a confident and irreverent ad campaign. The company’s CEO, Michael Dubin, starred in the company’s first video ad, which featured him walking through a warehouse while delivering a witty monologue about the company’s value proposition. The ad was a hit, and the company was acquired by Unilever for $1 billion in 2016.

Experimentation and Confidence

While confidence is essential for successful content and marketing, it’s not always easy to achieve. Many businesses may feel hesitant to take risks or try new things. However, Kessler suggests that experimentation is an important part of building confidence.

He recommends that brands set aside a budget for experimentation and use it to explore new ideas that may be outside their comfort zone. This could include trying out new formats or platforms, experimenting with humor or provocative content, or collaborating with unexpected partners.

By experimenting with new ideas, brands can gain a better understanding of what works and what doesn’t. This can lead to more confident decision-making and ultimately more successful campaigns.

Listen to a conversation between Jasravee & Doug Kessler on ‘How to Create a Great Content Brand? Principles, Pillars & Process’

Doug Kessler has over 30 years of experience in B2B marketing and is the Executive Creative Director and Co-founder of Velocity Partners. Doug is a frequent speaker at marketing events and a prolific writer. Doug is a copywriter at heart but also enjoys analytics. 

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