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Firstly, I hope I’m not going to get into trouble from the Olympics for this post.

While it does look like I’m hopping aboard a trending topic, it came about from a genuine recognition of what the Olympics are doing really well, and businesses can take lead from.

Or more specifically, the Olympics coverage.

Secondly, I have to admit that I do not get “into” the Olympics. I’m certainly not anti-Olympics, and am supportive of the Australian athletes (and all competitors), but I’ve never been a sporty person and don’t generally watch sport.

I actually found it really amusing that for the last couple of weeks Facebook has been giving me these “Share what excites you about the Olympics, Erica!” messages, and all I can think, is that with all of the information I’ve contributed to Facebook over the years, it still doesn’t really know me.

Which reminds me of this song.

Feel free to click play and keep scrolling for more of this post…

My husband however, LOVES all things sport and the Olympics, so the coverage has been on in the background of our house for the past few days.

I’ve been unable to help to watch some of the coverage and I’ve been impressed.

And this is what businesses can learn from.

“Content Marketing” has been a buzzword in digital and social media marketing for a while now, but some organisations still struggle to grasp what it is.

Well, this is it:

You know all the stuff in the Olympics coverage that isn’t the heats and actual events?

The interviews, back stories, explanations of the events, equipment, history, behind the scenes etc?

THAT is Content Marketing!

The racing is the product/service, and it’s great.

But it’s all of the other information the presenters share that keeps watching the television, educates us, gets us emotionally drawn into the athlete’s journey, gives us things to talk about with family and friends, and THEN we get drawn back to watching more events!

I’ve already mentioned I’m not into sports in general (and so even less into more obscure sports like shooting) but after watching the segment about the small Australian country town that all contributed to build a local shooting range so that their competitor didn’t have to make the 800km round trip to train, I want to know how he goes! (and figure out what his name is).

And after seeing the 3D visualisation of the kayak and hearing about all its technical specifications, I’m in awe of those athletes and their upper body strength that allow them to maneuver it like they do!

I’m sure there are some people who could just watch event after event, without anything else, and that goes for your loyal customers too.

Some don’t need the sizzle. They know you have a good product or service and will keep buying it.

But to attract, woo and retain new clients – with all of the competition for their attention and money – you need to give them a little something extra, and get them emotionally invested in you and your offering.

So what content marketing could your business create?

Here are a few ideas to get you started.

There should be at least a couple that resonate with you and your organisation.

The important thing is to make sure they are relevant for your offering, and will be of genuine interest to your community.

If you have to force it, it won’t work.

Content marketing ideas for businesses:

  • Project case studies
  • Staff news and updates
  • Staff profiles / Meet the team
  • Behind the scenes photos and updates
  • Demonstrating how you make your product or perform your service
  • Virtual tour of your office or location
  • Tips and advice
  • Product/Service features and benefits
  • Results
  • Infographics
  • Sneak peek updates
  • Checklists
  • Facts and statistics
  • Datasheets
  • Reviews, feedback and testimonials
  • Customer endorsements
  • etc

And these pieces of content can make use of a range of media types:

  • Text
  • Photos
  • Graphics
  • Videos
  • Interactive
  • Audio
  • etc

You don’t have to do everything. Just pick 1 or 2 things and do them well.

Create your content, then make sure you make the most of it by sharing it:

  • On your website
  • Via your social media channels
  • In your e-newsletter
  • Directly to specific clients or potential clients
  • As part of your sales material or proposals
  • etc

Just like our athletes, you need to put in the work, but the results will be worth it.

Erica Stacey

Erica is a Google Analytics and Google Ads certified professional, so you’re in qualified hands. Erica has had over a decade of experience – working for agencies and a wide range of clients – in digital and social media marketing strategy, website development, search engine optimisation (SEO) and marketing (SEM), content marketing, inbound marketing, online advertising and so much more. A professional in the field of design, branding and marketing, she is a trusted name in the South Australian and online community to help an array of businesses sort out and achieve their marketing objectives.

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