26th October 2015

Breaking Boundaries: The Power of Content

Earlier this week, our very own Richard Armstrong spoke with Pat Bation from One jump Web. Here is how it unfolded:

The world of marketing is fast-paced and ever-changing. We all witnessed how traditional media had ruled the world of marketing; television, radio, and print were the main means of getting advertisements across audiences and in the end, generate a sale. Because of the influence of the internet, traditional media has been toppled by what is called “the new media” which is faster and more accessible than its predecessor.

Richard Armstrong and Mark Webster saw the change happening:

“Kameleon was formed when Mark and myself saw the demise of the traditional media model while working for some of the world’s most established creative and media agencies.”

Armstrong and Webster are the minds behind the successful content marketing company Kameleon. Known for their narrative-like advertisements for campaigns for British Airways, Sony, and Kia, Kameleon continues to grow as the leading content-driven agency in the United Kingdom. OneJump Web had the opportunity to talk to Kameleon’s Chief Strategy Officer & Founding Partner Richard Armstrong, where he gave advice on how breaking the rules can put you on top of the content marketing ladder.

Breaking tradition

Kameleon prides themselves on moving away from traditional media and adapting to more engaging and content filled marketing ideas. Armstrong shares that content-driven strategies are much more effective than the traditional ad because they allow the audience to see what they desire to see:

“You only have to look at the rise of ad blockers to see that people don’t want advertising forced upon them. Content marketing allows willing brands to become an influential part of the lives of the consumers they wish to serve and talk with.”

Because of this, Armstrong and Webster encourage their team to push the boundaries and to get away from restraints in order to come up with a creative “…that allows us to nurture ideas fully, from concept to completion, ensuring we offer a streamlined service to our clients so that they can respond to the ever-changing digital landscape. “

Here are Armstrong’s top five tips on making great content:

  1. Make it relevant – “If it’s not relevant it will go unnoticed,” says Armstrong
  2. Make it discoverable – “You have to make it easy to find.” One of the means to get found is through social media. Armstrong calls social media the, “linchpin of content marketing” because:

“Utilizing social media is integral to ensuring your content is consumed and enjoyed by the right audience… It allows our content to instigate conversations with specific target markets and allows us to track the performance and value of a campaign.”

  1. Make it entertaining – “Consumers have so many options [for] how they spend their time, you have to entertain to engage them.”
  2. Make a story – “People dislike being sold to; however we all love a good story.” A narrative is an effective tool for keeping people’s eyes glued to what they’re seeing.
  3. Make it standout – “There is a lot of rubbish out there, so ensure that whatever you do is distinctive while remaining true to your brand.”

Creating new tradition

Armstrong says that mobile, interactivity, and data are the three things that content marketers should look for in the future. Consumers want a more interactive experience when it comes to what they see on their mobile phones and brands should make use of this need. Integrating data to their brands is also useful, but Armstrong warns:

“…brands should not allow it to dictate their creative process. Instead, they must look to interrogate data further and allow it to verify their thinking.”

Armstrong foresees that people will look at content marketing as a serious discipline in the near future:

“I feel as this perception changes we’re well placed to capitalize upon an increasing demand for the creation and distribution of brilliant content.”

Being social is also key to delivering great results:

“Don’t just do social – be social. It’s all well and good being active across social channels, but if your brand lacks voice and personality the chances are your messages and content will simply fall on deaf ears. Not every channel is right for every brand, so never try and be all things to all men.”

Nothing will ever happen to people who don’t take a risk, especially in the world where flexibility and an eye for change are a must. Thank you, Richard Armstrong, for sharing your thoughts with us!

To check out the article and many more from One Jump Web click here

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