Never heard of Dessert Content? 🍩
Well Dessert Content is a key ingredient in your #contentmarketing recipe... its the indulgent sweet stuff. It targets your wider desired audience and is eye catching.
Some 10 years ago, thanks to Ann Handley in her co-written book; Content Rules, with CC Chapman, the world was first introduced to the concept of Content Food Groups. Since coming across this approach to content marketing, I added some Caribbean flair, dug deep into the concept and added insights based on my own experience over the years creating content marketing strategy for clients of all sizes.
What you will see here are a few tips to help you create your own Dessert Content; based on my adapted take on Handley's "Chocolate Cake" Content Food Group.
Top of Funnel: Awareness
Dessert Content operates at the top of your Marketing Funnel, as its aim is to capture as many eyes as possible of the people you wish to buy into your brand.
These people, likely have no idea about your business, but are already fairly aligned with your principles, and likely are following other brands or hashtags similar to or akin to your particular industry. The challenge however, is once you have caught their attention, keeping them interested in your brand once the figurative chocolate cake is finished.
The mistake many brands make is posting way too much Dessert Content. This positions your brand as adding little (nutritional) value to the life of your target persona. Though your content may receive engagement around likes and maybe even saves, too much Dessert Content will not yield brand loyalty or lead to high conversions or consistent sales.
As the indulgent fluff that is, your dessert content should really operate only as the icing on the cake for your audience to enjoy, and your Content Strategy should not purely rely on this type of content to generate awareness.
Types of Dessert Content
This type of Dessert Content, is cerebral and highly enjoyable (see what I did there?), it however should be indulged in sparingly and shared in small amounts so as to not overwhelm your audience. The benefit of this type of content is, it gives your audience deeper insight and added perspective. An example of this type of content is, behind the scenes imagery or video of your processes.
Smoothies are sweet and fun, but pack a bit more nutritional value in with all that sugar. Smoothies can be regular ingredients in your Content Marketing strategy, as they are filling, fun and possess more value than the average milkshake. An example of this type of content is; Client Testimonials.
This type of dessert content, can overwhelm your audience if shared too much and may even turn off the discerning content consumer. Cake content is light fluff and tends to be great filler content, but can also show the lifestyle applications of your product or service. Examples include; Model/Influencer posts with products, lifestyle images.
We have a natural tendency to only consider December as the festive month (which it is) but there are so many international, noteworthy and monumental days observed in the upcoming month which speak directly to Human Rights and the celebrating of Freedoms. Certainly not a month to be just glazed over in tinsel, holiday decorations and sales promos. Check it out.
How will your brand be acknowledging December?
Anika Repole Wilson
Follow me on IG: @businesschicceo
November is a heavy shopping month + Kid-friendly/oriented month (sweet treats and global celebrations). Its also a great month for small business owners and professionals. November is also the month to celebrate men's health and wellness with the #Movember movement.
FYI - I'll take shout outs in the absence of gifts for my birthday. On a real though, the irony that Nov 4 is also Stress Awarness Day is hilarious to me.
What days will you be acknowledging?
Info curated by: Anika Repole Wilson
Follow me on IG: @businesschicceo
Journey with me down the rabbit hole (pun intended) as I explore various brands, their efforts in building Community and other key observations I have made of them as a Brand Enthusiast and Marketer.
First, A note on Community
As a Caribbean National, my passion for community is deeply rooted in my DNA; where it and culture go hand in hand. Community has also been a way that I have personally coped with what life has thrown at me. Having bonded with strangers over our mutual love for Linkin Park (LP fans reading this - #MakeChesterProud) and the unspoken acknowledgement of what that means. I have founded and been a part of Mom-focused communities to figure out how to cope as a new parent while grieving the loss of my own parents - in other words, I see and appreciate the value of community.
By definition; Community refers to a group of people who share characteristics, interests, attitudes, circumstances or even goals. Originally, communities were usually assumed to be based on locale, but as the world and technology have evolved, communities are no longer largely restricted by geographic location. Whether by intention or not, brands have also played an integral role in this social evolution, in many ways, becoming the framework of modern-day pop culture and even some sociological constructs - Playboy is one such brand.
So why Playboy?
The Power of Brand
Playboy is a brand I have come to admire for remaining true to their core principles; of celebrating the female body with an unapologetic cigar-in-hand ‘Mad Men’ nod to the patriarchy. The brand has evolved beautifully over the decades; far less misogynistic since its first edition in 1953 to what could be regarded as the borderline feminist modern-day Playboy.com. Which boasts a wide array of articles ranging from political commentary to features on Black Voices and people making a difference in the lives of others. Their online merch shop has a wide range of products which include the descriptor “made responsibly” in addition to their recently launched line of CBD-based pleasure products.
Brand-orgasm aside - the Playboy core strategy has remained unchanged; beautiful women, well written and researched articles, and an incredible laundry-list of who’s who interviews from the likes of Jimmy Carter, Maya Angelou to John Lennon.
The tongue in cheek phrase, “I only read Playboy for the articles” has been around for a while and has become synonymous with the brand. The phrase has also become an identifier for the Playboy aficionado and overall community member. Someone who has a like for the lustful eye-candy located within the pages of the print magazine or on their website, with a more discerning taste for adult content, which tends to be ‘tame’ in comparison to its other adult media counterparts, like Hustler and Penthouse.
"If you don't encourage healthy sexual expression in public, you get unhealthy sexual expression in private," Hefner said in Playboy in 1974, according to CNN. "If you attempt to suppress sex in books, magazines, movies and even everyday conversation, you aren't helping to make sex more private, just more hidden. You're keeping sex in the dark. What we've tried to do is turn on the lights."
Hefner has been lauded as a pioneer of the sexual revolution but also a perpetrator for driving misogyny - but while a valid angle to explore, this article focuses less on the actions of the brand’s owner and more on the resulting identity of the brand; one which the public discovered and got to know over the years. Still with me? Great, let’s continue.
The Playboy Persona & Customer Avatar
The Playboy (which no longer has heavy gender-based masculine connotations) is usually a bit more on the well-read and well-spoken side and with a natural ability to chameleon their identity to suit situations and surroundings. The ‘Playboy’ is daring and debonair, sophisticated and savvy, vocal and vivacious.
People recognised this unfolding of brand identity over the years, they saw a mirroring of their own desired characteristics of the ‘Playboy’. The business leveraged that and crafted their audience niche in adult entertainment; a free-thinker, more respectful of women than a Penthouse / Hustler fan, likely to be regarded as a gentleman or a confident woman in various circles. This birthed the Community. A community developed from the inside out; through the careful crafting of the brand, establishing a tone of voice (outside of Hefner’s with time), identifying their audience and creating content that would be appreciated and valued by a very specific type of reader/consumer.
Stakeholders of brands have always tried to be as cost effective as possible in seeking maximum ROI for minimum expenditure. With the digital space, finally being respected and utilized appropriately (the way many marketers like myself have been yelling about for years - sorry I couldn’t help it) strategic methods to increase visibility, like Influencer Marketing, will continue to be key elements of a fulsome Marketing Strategy.
The problem is - NUFF IDIOT OUT THERE WILLING FI RUN WHE WID YUH MONEY!
Having developed and executed numerous Influencer Marketing Campaigns over the years, for brands the likes of Baileys, Heineken, Smirnoff, Johnnie Walker and Red Stripe (yes I have a thing for Alcohol brands) I’ve experienced the gamut of ‘ Digital Influencers’; their ways of working and in particular, their perceived added value to a successful marketing campaign. The following are a few basic tips I have put together, to help guide you as a business owner or your marketing team, to ensure you get maximum ROI the next time around.