PPB August 2018

MARKET SHARE CutThrough The Noise How to maintain engagement in a world overflowing with content If you think the internet will run out of content, think again. In just one minute of the day, Twitter users send 456,000 tweets, Skype users make 154,200 calls, Wikipedia users publish 600 new page edits and YouTube users watch 4,146,600 videos. It’s doubtful that all of this content is original, but that supposition doesn’t stop users from continuing to generate and consume content in the digital space. So how can you make your content rise above the noise? AD-ITIVES Gone Fishin’ BURGER KING® Belgium’s out-of-office ad campaign offers condolence prizes for working stiffs. Have you left your coworkers to slave away at the office while you enjoy some fun in the sun this summer? If so, BURGER KING® has found a way for you to ease the burn of being left behind. The fast-food royal’s Belgium operations have launched a unique out-of-office message promotion that gives working stiffs a taste of the good life. When users create an extended absence message through whopperooo.burgerking.be , a gift voucher for a WHOPPER® or an OREO Shake is automatically generated, to be redeemed by whomever receives the message as an automatic reply. Users are encouraged to be as obnoxious as possible, making the conciliatory coupon that much more appreciated. To build awareness for the campaign, international press agency Buzzman also created a short film, which can be viewed at www.buzzman.eu . Check out these tips from Forbes contributor Brian Sutter, director of marketing for Wasp Barcode Technologies. Reuse old content. If you can make it fresh for new or returning audiences, you save money and gain traction in one click of the Publish button. Produce more content for the middle and end of the buying journey. Content that supports more than just the buyer-acquisition stage will help brands maintain longevity throughout the cycle. Produce personalized content that users can zero in on. Rely less on text-based content, which takes longer to consume, and incorporate more images and even live video where possible. Don’t sell. Teach. Content that educates and informs builds more trust among users than straight sales pitches. 1 2 3 4 5 62 | AUGUST 2018 | THINK