Anyone who’s anyone is in hibernation mode at the moment, working on their winter bods ready for the Christmas months. And what goes down better with a cosy cuppa than a big old slice of The Great British Bake Off? We’ve even attempted our own version of the contest right here in the office – check out our Instagram for proof!
While the world of content marketing involves a lot less cake (which I would argue is half its problem), it does present its fair share of challenges, unnervingly reminiscent of the Bake Off. So, as the contest draws to a close, perhaps it’s time to take a good, long look at your strategy and consider this: does your content marketing pass The Great British Bake Off challenge? Take a look at the criteria and let us know your score…
The signature challenge
Each week, the signature challenge tests just how consistent the baker’s ability is as well as checking for personality and flair. This is the time to whip out a tasty little rustic number that’s a consistent crowd-pleaser – something you know you can do well and can be counted on to deliver.
For your content to pass the GBBO signature challenge, you need to be consistent. This means two different things: consistent quality and consistent publishing. Your content not only needs to be top standard and crafted in your own unique, on-brand voice, it needs to be posted consistently too. Your audience want to be able to rely on your brand to deliver and meet their expectations. After all, you can’t promise a baker’s dozen of biscotti but only six are delicious biscotti and the rest are a sad mix of malted milks and pink wafers. There would be a riot.
Know your crowd and what it takes to please them. That’s what the signature challenge is all about.
The technical challenge
For those that aren’t in the know, the GBBO technical challenge sees the bakers provided with one basic recipe and the same ingredients – but it’s their technical expertise that can produce interesting variations and set their bakes above the rest.
Similarly, not all content is created equal. Knowing the technical aspects of crafting an engaging, readable post is what will separate the wheat from the chaff. Whether this involves breaking longer chunks of text into bite-size bullets, featuring a strong call-to-action, or keeping your video to within a certain time frame, getting the technical aspects of your content right can make all the difference between your content getting viewed properly and disappearing into the internet ether.
Additionally, making sure your SEO is up to par, so you put yourself in the best possible position within the search engine rankings, is an important part of technical wizardry too.
Content marketing is a constantly evolving field, so it’s important to make sure you stay on top of the latest trends as well as measure what’s working with your audience. That’s how you can keep your technical skills on-point and adjust your technique when something isn’t quite working.
The showstopper challenge
The showstopper challenge is where the oven gloves really come off in the world of GBBO. This is the crowning pinnacle of each episode, when the bakers fly free to produce something unique and original.
To truly stand out with your audience, your content needs to offer something valuable and unique. Using content to position your brand as a thought leader in your chosen field can help to tick this box.
Thought leaders provide useful information to their audience, based on their expert knowledge and experience. Creating bold, deep content on mission-critical subjects; forming high-quality affiliations and engaging with other leading voices in your field; building your social media presence; and ensuring you always have unique thoughts and comments on trending issues will help your brand move front and centre in the minds of your audience. A good place to be when it comes to the day they are looking to make a purchase.
Not everyone has the time or ability to deliver truly showstopping content; sometimes it pays to hire a little extra help. If you want to make sure your content could pass The Great British Bake Off challenge, drop M2 Bespoke a line today.