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Dogdish’s Content Marketing Philosophy

Crafting Original Content

Original content is the backbone of Effective Content Marketing

Shane Locker

In the digital marketing landscape, where information overload is the norm, creating original content stands as the linchpin of success. Originality not only captures attention but also sets the stage for engaging storytelling and creative marketing strategies. In this section, we delve into the significance of crafting original content and provide insights into best practices.

The Significance of Original Content:

  • Original content is the lifeblood of a successful content marketing strategy. Here’s why it matters:
  • Uniqueness: Original content sets you apart from competitors. It showcases your brand’s distinct voice and perspective.
  • Audience Engagement: Unique content captures your audience’s interest and keeps them coming back for more. It sparks curiosity and fosters loyalty.
  • SEO Benefits: Search engines value fresh, original content. It can boost your search rankings and visibility.
  • Brand Authority: Creating original content establishes your brand as an authority in your industry. It demonstrates expertise and builds trust.
  • Content Variety: Originality allows you to explore various content formats, from blog posts and videos to infographics and podcasts. Diverse content keeps your audience engaged.

Strategies for Crafting Original Content:

Thorough Research:

Before creating content, conduct comprehensive research to identify gaps in your niche. Look for topics that resonate with your audience but haven’t been extensively covered.

  • Unique Angles: Even well-trodden topics can be approached from fresh angles. Think about how you can provide a unique perspective or introduce a new concept.
  • Original Data: Conduct surveys or research to gather original data in your industry. Data-backed content is highly valuable and shareable.
  • Storytelling: Weave storytelling into your content. Share anecdotes, case studies, or personal experiences that illustrate your points and engage readers emotionally.
  • Interactive Content: Experiment with interactive content like quizzes, polls, and interactive infographics. Such content encourages engagement and sharing.
  • User-Generated Content: Encourage your audience to contribute content. User-generated content, such as reviews, testimonials, or creative submissions, adds authenticity and variety.
  • Consistency: Maintain a consistent publishing schedule to keep your audience engaged. Consistency builds anticipation and trust

Computational Considerations for Originality:

Detecting originality computationally can be challenging since it often involves assessing creativity and novelty. Computational tools can check for plagiarism and duplicate content, but assessing the uniqueness of ideas requires more nuanced human judgment.

In Conclusion:
Original content is the foundation of successful content marketing. By consistently crafting unique, informative, and engaging content, brands can stand out in a crowded digital landscape, build authority, and foster strong connections with their audience. While computational tools can assist in detecting plagiarism, the true essence of originality often lies in the creativity and novelty of ideas, areas where human judgment remains pivotal.

The Art of Storytelling

Bringing Your Brand to Life Through Storytelling

Storytelling is a potent tool in content marketing, and at Dogdish, we’ve honed the art of storytelling to captivate audiences and make your brand unforgettable.

Imagine you’re marketing a luxury travel brand. Instead of listing the destinations and accommodations, you tell a story about a couple celebrating their 25th anniversary. You paint a vivid picture of their journey, from the moment they step onto a private island to their romantic sunset dinner by the beach. You delve into their emotions, their memories, and the magic of their experience.

Why Storytelling Works:

  • Emotional Connection: Stories evoke emotions. In this case, you’re tapping into the audience’s desire for memorable experiences and celebrating enduring love.
  • Memorability: People remember stories far better than facts and figures. Your brand becomes associated with the emotional impact of the story.
  • Engagement: Stories draw readers in. They want to know what happens next, keeping them engaged with your content.
  • Relatability: Readers can relate to the couple’s love story, making your brand more accessible and appealing.
  • Differentiation: While other travel brands focus on destinations, you stand out by emphasizing the emotional journey.

In content marketing, storytelling transforms your brand from a mere service provider into a source of inspiration and emotional connection.

Computational Considerations for Storytelling:
Assessing the effectiveness of storytelling computationally often involves analyzing metrics like user engagement, time spent on content, and social shares. AI can help identify story structures and emotional elements in content, but understanding the full impact of a story on human emotions and perceptions remains a nuanced task that requires human interpretation.

In Conclusion:
Storytelling is a potent content marketing technique that transcends mere information sharing. It connects with audiences on an emotional level, making your brand memorable and relatable. While computational tools can assist in analyzing engagement metrics and identifying story elements, the true power of storytelling lies in its ability to evoke emotions, a realm where human interpretation remains paramount.

The Spark of Creativity in Content

Example: “The Pawsitive Effect” – A Heartwarming Pet Adoption Campaign

Let’s dive into a real-world example that demonstrates the power of creativity in content marketing. In this case, we’ll explore a heartwarming pet adoption campaign called “The Pawsitive Effect.”

The Objective:
The local animal shelter faced a challenge – they had a surplus of adorable dogs and cats waiting for adoption, but adoption rates were stagnating. They needed to find a creative way to connect with their community and encourage pet adoption.

The Creative Process:

  • Idea Generation: The shelter organized brainstorming sessions involving staff, volunteers, and even the community. They wanted fresh, out-of-the-box ideas. One idea that stood out was to create “pet profiles” that showcased each animal’s unique personality, quirks, and preferences, similar to dating profiles.
  • Strategic Alignment: The idea aligned perfectly with their objective of increasing pet adoptions. It humanized the animals, making them relatable and loveable in the eyes of potential adopters.
  • Research: The team researched successful social media campaigns and learned that emotional content, particularly stories of transformation, resonated well with audiences. This insight influenced the storytelling aspect of their campaign.
  • Crafting the Story: For each pet, they crafted a heartfelt story, highlighting their journey from rescue to the shelter, their unique characteristics, and their longing for a forever home. The stories were accompanied by professional photos that captured the essence of each animal.
  • Incorporating Elements of Surprise: To add an element of surprise, they introduced a twist. They invited local celebrities, including news anchors and community leaders, to “interview” the pets as if they were hosting a dating show. These interviews were humorous, endearing, and unexpected.
  • Iterative Refinement: They began sharing these profiles on social media and their website, and the response was overwhelmingly positive. They continued refining the profiles based on audience feedback, optimizing content for various platforms, and strategically timing their posts for maximum reach

The Power of Creativity Unleashed:

Emotional Connection: The pet profiles, complete with heartwarming stories and charming interviews, created a deep emotional connection between the audience and the animals. Potential adopters felt like they already knew and loved these pets. Engagement and Shares: The campaign went viral on social media. People couldn’t resist sharing these adorable and humorous pet profiles with their friends and family. The engagement metrics skyrocketed.

Adoption Rates Soared: Most importantly, pet adoption rates saw a significant increase. The shelter found loving homes for many animals that had been waiting for their “forever families” for a long time.

What Computational Analysis May Miss:
While computational tools could track engagement metrics such as likes, shares, and comments, they might not fully capture the profound emotional impact this creative content had on potential adopters. The tears of joy smiles, and heartfelt decisions made by people visiting the shelter may not be quantifiable by algorithms.

In Conclusion:
“The Pawsitive Effect” exemplifies the extraordinary results that creativity can achieve in content marketing. By infusing imagination into their pet adoption campaign, the local animal shelter formed emotional bonds, engaged their community, and, most importantly, found
loving homes for their furry friends. This campaign’s success transcended mere metrics, highlighting the indispensable role of human emotion in content evaluation.

The Role of Humor

Humor can be a powerful tool in content marketing when used strategically and thoughtfully. Let’s explore how incorporating humor can enhance your content, all while keeping best practices, context, and creativity in mind.

The Power of Humor:

Humor has the remarkable ability to:

  • Capture Attention: In a digital world overflowing with information, humor can make your content stand out. People are naturally drawn to content that entertains them.
  • Create Memorable Content: When people laugh, they remember. Humorous content tends to leave a lasting impression, making it more likely to be shared and discussed.
  • Humanize Your Brand: Humor can make your brand feel relatable and approachable. It showcases the human side of your business.
  • Evoke Positive Emotions: Laughter triggers the release of endorphins, promoting positive feelings. When your content makes people feel good, they associate those positive emotions with your brand.
  • Facilitate Engagement: Humorous content often invites comments, shares, and discussions, fostering a sense of community around your brand.

Best Practices in Using Humor:

  • Know Your Audience: Effective humor is tailored to your target audience’s preferences and sensibilities. What’s funny to one group may not be to another.
  • Relevance is Key: Humor should relate to your content’s message or context. It should enhance the message, not distract from it.
  • Avoid Controversy: Humor can be subjective, and what’s funny to some may offend others. Steer clear of topics that could be divisive or controversial.
  • Consistency is Crucial: If humor becomes part of your brand’s voice, maintain that consistency across your content to build brand recognition.

The Hallmarks of Humorous Content:
Here’s an example of a humorous social media post from a fictional pet supply company, “Paws & Whiskers.”
Image Caption: “When you tell your cat it’s time for a bath… 🙀 #CatVsWater #TheStruggleIsReal”

Strategic Use of Humor:

In this example, Paws & Whiskers uses humor strategically:

  • Relevance: The humor directly relates to the company’s products (pet baths and grooming). It’s a common pet owner struggle.
  • Engagement: The post encourages engagement through the use of a popular hashtag (#CatVsWater), inviting users to share their own funny pet bath stories.
  • Humanization: The use of the cat’s emotive expression humanizes the brand and makes it relatable.
  • Positive Association: By using humor, Paws & Whiskers associates positive emotions with their brand, reinforcing their image as a pet-friendly and fun company.

In Conclusion:
Humor, when used wisely, can be a potent content marketing tool. It captures attention, makes your brand memorable, and fosters positive associations. However, it’s important to know your audience, maintain relevance, and use humor consistently to reap the benefits without risking alienation. Remember, humor is a universal language that can bridge the gap between your brand and your audience, creating more enjoyable and engaging content

Using Humor Strategically

Humor, when used masterfully, can be a remarkable tool for keeping an audience engaged, even when discussing sensitive subjects. Let’s explore a fictional scenario involving a healthcare organization, “HealthCompass,” to see how they employ humor to address a delicate healthcare topic – mental health.

The Scenario:
HealthCompass is a healthcare provider known for its compassionate approach to mental health care. They are committed to reducing the stigma around mental health issues and believe that humor can be a bridge to open conversations.

The Content:
Caption: “That feeling when you can’t find your keys, and you’re pretty sure they’re partying with your socks. Remember, it’s okay not to have it all together. We’re here to help you find your keys and your inner peace. 💙 #MentalHealthMatters #HealthCompassCares”

The Masterful Elements:
Empathy and Understanding: HealthCompass acknowledges the common experience of misplacing items and humorously connects it to the feeling of losing control or peace in one’s life.
Positive Messaging: The post doesn’t dwell on the struggle but emphasizes support and understanding. It encourages seeking help without judgment. Normalization: By using humor, the post normalizes the idea that everyone faces challenges, including mental health issues. It fosters a sense of relatability.

Brand Identity: The hashtag #HealthCompassCares reinforces the brand’s commitment to compassionate care. It positions them as a supportive ally in mental health journeys.
Engagement Strategy:
Encouraging Conversation: The post invites followers to share their own experiences with humorous, relatable anecdotes. This encourages open dialogues on mental health.
Directing to Resources: Health Compass can use this post to guide users to their mental health resources, making it actionable.

Measuring Success:

  • To assess the success of this masterful use of humor, Health Compass can monitor:
  • Comments and Direct Messages: Engagement in the form of comments or messages can provide insights into how the post resonates with the audience. Look for meaningful conversations.
  • Mental Health Resource Utilization: Track the usage of mental health resources linked in the post to determine if the humor-led engagement led to action.
  • Brand Sentiment: Observe how the post influences brand sentiment and perception among the audience. Analyze the sentiment of comments and messages.
  • The Human Element in Masterful Humor: Masterful humor in sensitive subjects relies on human understanding and emotional intelligence. AI can analyze data, but it may struggle to capture the nuanced impact of humor on individuals dealing with sensitive topics.

Understanding when to use humor, its tone, and its context requires a human touch.

In Conclusion:
Masterful humor, as demonstrated by HealthCompass, can create a safe space for discussing sensitive subjects. It humanizes your brand, normalizes conversations, and encourages action. When approached with empathy and understanding, humor becomes a powerful ally in engaging audiences on topics that matter deeply

A.I. and Creativity

Imagine a scenario in which a digital marketing team is tasked with promoting a new line of eco-friendly home products. To capture the audience’s attention and educate them about the benefits of these products, the team decides to create a series of blog posts.

AI’s Contribution:

  • Data-Driven Insights: AI tools analyze market data and consumer behavior, revealing that there’s a growing interest in sustainable living and eco-friendly products. They pinpoint specific keywords and topics that are trending.
  • Content Generation: AI generates a baseline of informative content, including statistics about environmental impact, product specifications, and energy-saving tips.
    This content is accurate but lacks the creative spark.
Human Creativity in Action:
  • Emotional Connection: The human content creators recognize that to truly engage the audience, they need to forge an emotional connection. They decide to tell the story of a family who transformed their home into an eco-friendly oasis, highlighting the positive impact on their lives.
  • Narrative Development: Instead of dry statistics, the team weaves a narrative around the family’s journey. They describe the family’s challenges, moments of inspiration, and the joy of living sustainably. This narrative adds depth and relatability to the content.
  • Humor Infusion: Knowing that humor can make content more engaging, the team includes a lighthearted anecdote about the family’s comical attempts at composting for the first time. This moment of humor adds a human touch to the content.
  • Personalization: Recognizing that every reader is at a different stage in their eco-friendly journey, the team incorporates AI-driven personalization. Readers see content tailored to their interests, whether they’re beginners looking for easy tips or advanced enthusiasts seeking in-depth insights.
  • Contextual Relevance: As news breaks about a new environmental policy, the team quickly adapts its content to address this development, showing that they’re on top of current events and can provide timely information.

The Result:
The combination of AI’s data-driven insights and automation with human creativity results in a series of blog posts that not only inform but also inspire and entertain. Readers are drawn in by the heartfelt story of the eco-conscious family, chuckle at their composting misadventures, and leave with a deeper understanding of eco-friendly living.

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