In the latest of our interview series exploring the connection between content, marketing, and culture, we sat down with Helga Torrezan, Head of Strategy at DPDK, to learn more about their full-funnel approach to content creation and digital marketing.
Content is the bridge between you and your audience. How do you anticipate and then integrate the right topics for your audience while maintaining a consistent brand voice?
Knowing who your audience is and which topics resonate with them is key. That being said, each customer has their own path to purchase. Which is why at DPDK we use a full-funnel content approach, where content is tailored to different stages of the buyer’s journey.
One example is the award-winning digital marketing campaign we built for Rosco Vision. In preparation for the launch of their DV6 - an innovative AI-powered dashcam for increased driver safety - we devised a go-to-market strategy to increase online visibility.
Using the funnel approach, we mapped out the buyer’s journey for each channel and identified which content needed to be created per stage. Some content evokes curiosity about the DV6, while other content aims to build stronger connections. In five months, the campaign had an impressive conversion rate of 14.5% compared to the industry average of 2% to 3%. It also generated a 377% increase in leads for Rosco Vision and won us multiple MarCom awards. Definitely a project I’m proud of.
I’ll add that just as important as the quality and relevance of your content is how you communicate with your audience. Your tone of voice (TOV) is integral to brand perception and should reflect who you are as a brand and what you stand for. Documenting your TOV is key to ensuring consistency across all brand communications.
What role does branding play in content marketing?
DPDK believes that great marketing starts with your brand. In fact, we have a whole guide on the topic. Marketing has always been about telling your brand’s story and connecting with customers. All content should direct customers to your brand - from the words you write to the videos you produce. Your brand is your defining differentiator. For your content to resonate with your audience, you first need to have a solid brand foundation.
Our work with Firstleaf can attest. The American wine-subscription club initially asked us to launch a TVC campaign to boost brand awareness. We soon realized that for the campaign to be successful, the brand needed work first. Which is why we refreshed their brand before taking on the TVCs.
Firstleaf’s solidified brand enabled us to create two heart-touching TVCs that relay the emotional core behind Firstleaf and help build a stronger bond with their target audience. You can read more about the collaboration here.
Not everything can be advertised the same way, which can require a different approach across clients. How does content affect the way something is marketed and how do you pivot to treat this?
Your content needs to stand out, be relatable, and reflect your brand. This sounds simple, but there’s a reason why 95% of content fails to connect with their target audience (Content Marketing Institute). Too many marketers start off their content efforts without knowing who they’re trying to reach, what’s important to their target audience, and why. But in a world where everybody is doing content marketing, you have to earn attention.
That’s why with new clients, we kick off with a brand assessment to learn the ins and outs of the brand. We’ll conduct industry and competitor research to really understand the market the client is operating in and gain insights into how we can help them differentiate. We then translate these insights into high-quality content that conveys the brand’s message while setting them apart.
Without giving away your secrets, what are some things that are integral to your internal checklist when creating content?
In no particular order: truly understanding the target audience, ensuring a distinctive and relatable TOV, using captivating images and videos, optimizing content for search engine and social media algorithms, and setting up success metrics are definitely at the top of my list.
How do you strategize for the way audiences will want to interact with content in virtual realities, Web 3.0, and the metaverse? To what extent do you involve influencers and consumers in creating the brand narrative?
The fundamentals of what makes a piece of content great won’t change, but the metaverse is creating new forms of storytelling and interaction. Audio and video content will be more suitable for the metaverse and will enable audiences to engage with content in a new way due to the immersive nature of technologies like AR and VR.
Depending on the client and project, we use influencers to bring a brand’s narrative to life and increase reach - only if the influencer’s image is consistent with the brand. In terms of consumers, user-generated content (UGC) is one of the best ways to increase engagement and create authentic connections. The promise of decentralization in Web 3.0 will place UGC at the heart of metaverse marketing. We’re already seeing this with brands like Nike and Roblox.
But UGC isn’t new. A few years back, we launched a UGC campaign for IKEA. People were encouraged to upload photos of themselves enjoying their me-time to Instagram and Twitter in a minute-to-minute grid. This resulted in an incredible collection of UGC representing how people spend their free time. Not only did the campaign result in 100,000+ hashtags across channels, it also gave IKEA valuable data to better understand their target audience.