What a 109-Year-Old Brand Can Teach Us About Content
There are many things we can learn from Rolex- from how to maintain a luxury brand to how to keep that brand relevant throughout the years. What’s interesting now is that the brand that once used to balk at the idea of having a Facebook page and other social sites is now the one to teach us all a thing or two about content.
Here are five of what I deem to be Rolex’s top content tips:
1. Don’t publish content for content’s sake. Constant content is great, but just because it’s National Hot Sauce day does not mean that you should post to Facebook, Twitter and Google+ about it. This would only make sense if you were Tabasco or a food-based company.
The content you post should always be relevant and serve your audience.This idea often gets lost when content is posted simply for content’s sake.
2. Select which media channels tell your brand’s story best. Content comes in all forms, but the form you pick matters. If you are trying to convey an in-depth story about your company’s history, video will most likely be your best bet. Video is engaging and a great way to truly show your company’s history and culture. Try telling an interesting, but lengthy story via Pinterest or an Instagram post…it just won’t work.
3. Creating buzz is not the intent. Craft content thoughtfully, privilege quality over quantity, and talk only when you have something to say and when you feel it’s right. Buzz is fleeting. Yes, it is good in certain cases, but what you want to share is content that has legs to it and can stand the test of time. Not only does this give your brand value, but it also gives you the SEO benefits we’ve all learned to love.
4. Listen socially, i.e. scrape brand mentions from social networks and use that data — what people are saying and how they’re saying it — to identify what consumers want to see from the brand on social media. Who best to tell you what to say than your audience? They are the ones interacting with your posts and providing free feedback without you prodding for it. Use this data to your advantage and sculpt your messaging to fit, not only your needs and wants, but your audience’s too.
5. Identify what will matter to customers not tomorrow, but ten years down the road. Yes, customers are concerned with what’s going on in the immediate future, but when it comes to content that has longevity to it, think beyond today. What will your customers be searching for and talking about in the next month, 2 years, or 10 years? Your content should be relevant to your followers, but it doesn’t have to apply only to current events.