What if pizza, with its 3000 years of history, had a little lesson to teach us about digital marketing content strategy?
Let’s start with a little bit of history.
Sweet or savoury dough, pizza has crossed all eras to establish itself as the universal dish par excellence. We even read that on their birthdays the pharaohs enjoyed a “fouace” seasoned with aromatic herbs, but it was in the 17th century that pizza took off thanks to the arrival of the tomato. All it needed was to find an ambassador who would make pizza popular and desirable to all social classes. Enter Queen Margarita of Savoy, epicurean, visionary and subversive who overturned social codes by publicly displaying her royal enthusiasm for the dish.
The digital revolution is a bit like the history of pizza:
Go back to the middle of the 19th century. Take a computer, (your pizza dough), wait a few decades and add a communication network, (the tomato), find brilliant and visionary ambassadors (Tim Berners-Lee, Steve Jobs, Bill Gates), sprinkle it all with technology and start-ups and you’re done! This is how to transform a tool initially reserved for a few mathematicians, into a global digital revolution.
Are you slow or are you fast?
When it comes to content marketing, the parallel is just as attractive. Digital information, like pizza, we cannot imagine life without it. Pizza is eaten in all circumstances: the couple of lovers in a hurry to eat, working parents, the group of friends happy to be together… The list goes on.
But which pizza do you prefer? Quickly bought, quickly cooked and quickly eaten frozen pizza? The pizza from your childhood that your grandmother cooked from scratch for you. The one you ate alone on your first student trip? Your best pizza, one might say, is probably your pizza equivalent of Proust’s madeleine moment. That unforgettable memory that left an emotional trace in your limbic brain.
In the end, digital marketing content is a bit like the pizza market. You can find them on every street corner, but sometimes you get lost looking for the one you really need.
Advocacy for Slow content
At a time of content explosion, it is difficult to find a way around this constant stream of fast (also called junk) content that is quickly swallowed. Tweets, Facebook and Instagram are being swallowed in all directions to the point of brain indigestion. In contrast, slow content refers to a content marketing or a content marketing strategy in which time is taken to produce in-depth, original and qualitative content. It is about publishing less to publish better. This way of doing things consolidates the trust that the Internet user places in you thanks to the relevance of the content you share with them. Writing slow also means taking the opportunity to talk about the values of a company or a community, to choose a “tone of voice” that is unique to you and that will set you apart from your competitors.
And what if we embraced our junk side?
But who has never wanted a pizza, quickly bought, quickly prepared, quickly eaten? At the same time, it seems that our brains need information that is quick, easy and simple to integrate.
Neuroscience enlightens us….
In his book “Thinking Fast and Slow“, Daniel Kahneman, a psychologist by training, a brilliant businessman and a Nobel Prize winner in economics, (just that!), may give us a key to help us see more clearly between slow and fast. In particular, he explains that human behaviour is influenced by two information processing systems:
– The first system is automatic and instantaneous. It corresponds to the most primitive part of our brain. It is our limbic system, the essential engine of our fundamental human emotions and impulses.
– The second system is conscious and takes time. It is used for in-depth reflection on a subject, information gathering and analysis.
These two systems help us to operate efficiently. However, our brain has an unfortunate tendency to be lazy and therefore to function according to the law of the least effort by preferring the first system, because the second one requires more concentration time. We therefore make quick choices even if we do not have all the information at our disposal.
From neuroscience to marketing: what if the art was to mix slow and fast content marketing?
By understanding how our brains work, it sheds light on how to build effective marketing content strategies. In other words, marketeers and content creators, you have to play with both brain functioning systems: create content that engages the emotional brain of your audience while presenting decision support data.
In short, because we all eat frozen pizzas occasionally, we fully cherish and enjoy the more traditional pizzas made with fresh “mozzarella di Bufala”.
At Eminence, a digital marketing strategy agency, we work with our clients, studying their business model in depth to optimize their communication plans. We assist them in creating relevant, engaging content that will highlight their unique positioning.
If you are thinking about redefining your digital content strategy, we would be happy to discuss it with you and to produce the best pizza for you!
– Create an editorial strategy
– Engage your audience over time
– Be empathetic and think about your readers
– Create high value-added content
– Enhance your DNA, making you unique
– Incorporate emotional catchphrases
– Use fast content or ephemeral content as a catchphrase for more elaborate content
– Be creative, express your personality!
When you work on your content strategy, also know that:
– The time available for Internet users’ attention is decreasing. It is now 8 seconds on average.
– Content is the central element of natural referencing
– Google’s algorithms detect duplicate content! All the more reason to create unique content.
– A site often fed with content is an active site, and therefore better referenced!
– Google examines the most dynamic sites every hour!