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
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.