Picture the scene. You’re a time-poor consumer and I give you two pieces of content to read. The first is headlined ‘3 steps to make video’ and the second is called ‘3 steps to make a video that will give you one million views – and here’s the reason why’. Which one would you choose?

The answer is the second one because it’s more visual and more interesting. Successful content marketing has to be story-driven, personality-driven or both - and here’s why.

According to a recent survey, 80 per cent of marketing professionals worldwide predict that the use of content marketing campaigns will grow. It’s been proven to be the most cost-effective way for companies of all sizes to reach out to customers and build its brand presence.

However, when there’s so much content marketing to choose from, how do you make sure yours stands out from the crowd and cuts through the noise?

Content marketing is about consistency. It’s about resonating with an audience. The world is changing as we know it and the way people digest content is changing too. It’s why there’s been a popularity surge in video content. To be effective you’ve got to be a personality and you’ve got to be an authority.

If you’ve got 1,000 people telling you that you need to video in a certain way who do you listen to? Most of us will listen to the people who have elevated their personality and shouted about their success.

You know Sir Richard Branson has created a multi-billion dollar business. If he’s talking about how to build a business I’m more inclined to listen to him because I can see he’s been there and done it.

Successful content marketing is also about choosing the right channel. Instagram is a very visual platform for content marketing. You tend to find a lot of fitness influencers and weight loss coaches on there.

If I was someone who worked in a local gym and was in semi decent shape, not many people would listen. But if I was a woman with a ‘perfect figure’ who squats on Instagram then all the girls who aspire to look like me will listen because I have what they want. Successful content marketing has to be underpinned by credibility.

At Viddyoze we’re trying to do content marketing by weaving our story into the content. If you’re not authentic you won’t be heard.

  • Jamie Garside is a co-founder of Preston-based video animation specialist Viddyoze.