The Role of Magnetic Content in Your Marketing Mix
Magnetic content is content that’s good — content that gets people’s attention with great story or outright hilarity. It’s the sort of thing people want to engage with and share.
As one element of a brand’s broader content marketing strategy, magnetic content is the premium stuff: It can powerfully augment the everyday flow of comments and questions and links you’re sharing in your social media channels, garnering earned media attention that drives interest in your brand and builds audience for it. But how do you do it right?
Here are 3 strategies to get you started on skyrocketing your content for your marketing mix.
1. Make It Brand-Relevant
Properly produced magnetic content manifests your brand strategy. If there’s no relevance to your brand, there’s no magnetism for your brand, so you want the content to reflect your brand aspiration and engage around its promise.
2. Connect Across Time
The most magnetic content lives over time, building community around an experience — think of Star Wars, Lord of the Rings, or Seinfeld. But that doesn’t mean it has to be episodic. In fact, you can maximize your impact if you design your content experience to live as a platform.
3. Extend Across Media
The Internet makes it easy to extend excellent content, creating a transmedia (multi-platform) experience that builds off an initial execution to offer many different ways to engage. BMW is a good example at this media.
The best magnetic content begins with a strong, compelling idea. It offers a platform and extension that goes beyond a simple, dead-end execution, and creates conversation around an experience that is relevant to your brand.
But that doesn’t mean the content is about your brand primarily, or even secondarily. The story must come first. Magnetic content is always about human experience. It is an attractor because it is fundamentally and meaningfully social. And its power lies in the degree to which it reflects and expands people’s vision of themselves.