They teach you to bake great bread.Īnd just like Canva’s content and appeal being directly inspired by their brand purpose, Breadtopia’s educational videos just make sense in light of their stated goal. While the production values might not be all that high, the no-frills, highly actionable and instructive videos do one thing extremely well. With videos stretching back to YouTube’s early days (the first upload was eight years ago) that are still being updated consistently, Breadtopia’s clearly discovered a formula that works. The aforementioned marketing hot-shots over at Canva, have built a full-fledged “Design School” with constantly updated, interesting articles meant to educate its users (both potential and current) about how to become better artists and designers.Īnother stellar educational content effort carried out on (what seems to be) a fraction of the budget of an operation like Canva’s is one built by a small, Iowa-based baking supply shop called Breadtopia. But luckily there is a whole burgeoning field of fantastic educational content springing up around the content marketing world. The two big jobs then are to identify potential areas of interest that appeal to your audience and then concept engaging, exciting ways to educate your viewership about said ideas.Įasier said than done. Luckily, you already know how your target customer thinks and feels and what their interests are. Where most education falls flat is either in a poor match of subject to recipient or a lackluster delivery of material. While many of us might not look back fondly on our academic past, nearly everyone enjoys learning interesting new things. You’ve won in the way that so few marketers ever do. No, you’ve succeeded because you’ve created value that didn’t exist before, and you’ve done so in the context of your brand. Not because you’ve hit a quota for unique pieces of content created, or impressions garnered or social shares achieved, as those are vanity metrics. So long as they’re getting the value and you can deliver on that brand promise, then your job as a content marketer is complete. People worry so much about which channel and which medium (because investing in different content creators for different mediums and strategizing for each is a lot of work for you) but for the consumer you’re only doing your job if they never think about any of that. Namely, the main thrust of their messaging is “to increase the world’s visual literacy.” A benevolent goal, no doubt and one that means that, regardless of the medium they choose, their appeal will be educational. Need an example? Canva is a content operation I’ve vocally lauded in the past, and in that piece I pointed out how they manage to marshall a variety of content types and channels to iterate and reiterate their core brand message. The brand you decide to carve out for your organization, and the unique point of view that makes sense for you to come at content from will certainly vary however, typically once you reach a consensus on what this direction is, the appeal you choose will come into focus. We’ve gone into quite a bit of detail regarding how to use content to build a brand with purpose, but the most relevant question that post brought to bear was “what comes first, the content or the purpose?” My last post dealt specifically with why I cannot give a “one-size-fits-all” approach but to summarize quickly, it’s because there are simply too many variables that might affect which appeal will work best. The right indirect appeal will depend on quite a few things. Enjoy the SlideShare version of this article.
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