Breaking out into a highly competitive consumer market, Fitbit has been a major headline-creator since it’s IPO on June 18th. Since then, it’s risen to new heights with a $9.78 billion valuation at its most recent high. In an industry that’s forecasted to triple by 2018, gaining ground in the sector takes a portfolio of tactics.
One of the large tactics that Fitbit plans on is to double down on their content marketing. Tim Rosa, VP of Global Marketing for Fitbit, recently spoke on their plans for “building out a robust content strategy.” In an interview with Fast Company, Rosa explained their focus on creating content that is “relevant, meaningful, and dynamic.”
In looking at your own business, and trying to apply these principles, your content needs to always center on that big 3: relevance, meaningfulness, and being dynamic. Great content has a degree of each. Here is a breakdown of each from our content creation agency.
Great content needs to be relevant to those intended to read, watch, or consume it. Anything else will instantly be tuned out.
People have become desensitized to advertisements in general, especially those that do not apply to them. That’s why establishing relevancy from the get-go is so important. Email subject lines, article titles, accompanying images and video screenshots—these all need to be carefully chosen for maximum relevancy, lest they become ignorable background noise.
It’s important to recognize that your content won’t appeal to everyone. Nor should it, since your focus should be honed on creating the right audience or responding appropriately to the one you already have.
Forgo the quick wins, cat videos, and shallow posts about surface-level topics and dive deep. Create content that matters to what you do, that gives away maybe too much value, and that is chuck full of practical or inspiring words of wisdom. This is the secret recipe to creating overly positive sentiment about your brand.
There’s nothing worse than when someone is “going through the motions.” It’s shallow, it’s lackluster, and most importantly, it’s meaningless. Most companies today are guilty as charged when it comes to content that’s “going through the motions.” So how do you create meaningful content?
- Professional or high-definition video, photography or copywriting
- A creative or informative take on industry-relevant news
- Well researched, in-depth or otherwise expert material
- Guides, tutorials or walkthroughs that artfully, succinctly deliver information to the viewer
Being meaningful starts with creating content on purpose, and not without a deeper motivation than simply driving sales. Start with the goal of giving the viewer massive value for their time and work backwards.
This third aspect of effective content marketing is going to be the biggest challenge. It will require testing, failing, and refining. But success here will gain you more following, audience members, and brand advocates than you could hope for.
Your content strategy needs to change with the times. The same old email newsletter or series of social posts is not going to cut it year after year. Like your marketing, your content strategy needs to grow to accommodate new vehicles of communication. Add video. Add social media. Add a monthly webinar. But whatever you do, don’t rest on your laurels.
Fitbit’s success stems from creating a product that’s highly relevant to the health-conscious, tech savvy portion of today’s market. There future victories will come from converting newly-health-conscious prospects and cementing themselves as a mainstream staple of health and wellness audiences. Your business’ success or failure will center on appeasing and pleasantly surprising the marketplace. Kick things up a notch. Go outside the pre-determined boundaries. And make sure to keep things interesting.