Earning Location Credibility in a Crowded Marketplace
As a specialised agency for economic development, we have weekly conversations with clients about their content, whether it’s related to advertising, social media, their website or brochures. How does a place build credibility among executives and talents? Is it possible to stand out with everyone saying the same thing? How is it done with limited resources?
C Studios in the fortunate position to see what’s out there and which patterns emerge. Our team also works frequently with investment promotion and economic development agencies that don’t have infinite budgets, thus not allowing for the massive branding campaigns where the rules are different. When watching data and analytics at a larger scale across the industry, it becomes clear what resonates and what doesn’t.
With that perspective in mind, we’ve developed a framework for creating effective content and messaging directed at executives and talents to tell your location’s story in an authentic way.
Data, facts & success stories
When trying to influence perceptions and actions, credibility is critical. While everyone else is saying they’re “open for business,” using three content pillars – data, facts and success stories – across the buyer cycle are much more effective at strengthening a location’s authority.
Why? They’re all about third-party credibility. What EY, Financial Times or an existing employer says carries much more weight than what a place says about itself. Likewise for talent, where rankings, cost of living data or skilled professionals that have already made the move are much more compelling than preaching generally that you have great quality of life.
As the saying goes, “show, don’t tell.”
Audience first
The number one issue we find with most place marketing content is that it’s all about the place and rarely about the audience. This universally most common category of content is what we’ll call “features and benefits.” From our analysis over the years, it is the lowest-performing type of messaging when it comes to the analytics.
This is usually the result of phrases that start out as “[Location A] has [list of features]…” or “[Location B] is [list of benefits]…” It is also the easiest to develop, because we can all come up with endless reasons why we love the places in which we live (which makes sense…they’re absolutely lovely!).
However, from a pure performance perspective, messaging that invites the audience in and puts their needs first performs much better. This is done through qualifying questions that invite them in and anchor their thinking; problem solving on common issues companies or talents are dealing with; and utilizing “social proof” to show who else has achieved success by selecting your location.
Starting with the audience in mind—that’s good content no matter how creative the messaging is.
Brevity matters
Most people can’t remember multiple data points, especially when they are making a judgement on what you’re telling them within a few seconds (or even more quickly). But many organizations want to fit as many value propositions into their content as possible. This is especially true in ads.
Yes, longer form content allows someone to explain more and get out all of the key points, but when people are making snap judgements on social posts, ads (print or digital), email, website or trade show booths, you better get to the point in a hurry.
An executive or talent is much more likely to remember a fact or value proposition if it’s delivered clearly and without much noise around it. If you’re doing an ad, keep it to a single message and aim for 7 words (even if you end up with slightly more in the end). If it’s a social post or email, communicate one clear point and leave it at that (you’ll have other opportunities in the future to address the others). Trade show booth? Keep it lean, punchy and powerful.
Simplicity wins in messaging. The goal is to get to the next step, not to close on the first touchpoint.
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