How To Ensure You Are Creating Meaningful Content

watching tv at home

As much as people engage with marketing options like social media and digital ads, TV commercials still are a highly effective way to reach consumers. Even today, TV is the most trusted form of advertising and, in the United States, provides the highest ROI of all media for every dollar spent ($14.34). But it has the same Achilles’ heel that other channels do. If the content is lacking, people won’t pay attention. Thus, the question becomes how to create meaningful TV content that both captivates and inspires.

Targeted, authentic ads that repeat over time can create memories that push viewers to additional engagement.

A Narrowed Scope With a Deeper Purpose

One common mistake marketers make in TV and other platforms is to take a throw-it-at-the-wall approach, trying to reach everyone, everywhere. The rationale behind this strategy is that if you can get more eyes on the content, you’ll get more conversions and build a following over time.

But what often happens with this type of generalized TV content is that people don’t feel the companies have them in mind as unique individuals. Because the messaging isn’t specific enough, people dismiss it. For this reason, narrow messaging can be better.

That’s why it’s advised to be specific about the audience you’re trying to reach. Who are they? What do they do? Where do they live? How old are they? What are their goals?

However, the most important question is what problem they are trying to solve with your product. Ideally, connect the product to a deeper purpose: If you have a commercial promoting ready-made meals, for example, the practicality of getting food on the table is a superficial problem. The deeper purpose or issue might be to bring families together over dinner or give people better control over their health.

Emotions Count, but Realness Is the Priority

Recent years have seen a massive uptick in the social and professional emphasis on emotional intelligence. At the same time, marketers have tapped into scientific research about the brain that shows people think emotionally first and rationally second. With these two elements working together, it’s easy to assume that the “best” type of marketing would be emotional — even sentimental.

But effective content doesn’t have to be overly emotional. It only has to be real, creating a sense of inclusion or understanding in the viewer.

Put yourself in the audience’s shoes. Coming out of a global pandemic, how can you alleviate their stress? How can you convince them…

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