Well, like many, I've been doing content marketing for a while, and never really knew it.
How? Pretty easy.
What you call content, I call creative. See, I'm a Creative Director/Copywriter by trade. Been playing the game in ad agencies for just a little more than 20 years. Back in the day, we would come up with concepts, ideas, sat around, drink too much coffee, break away, come back together. This would go on for a few weeks, and then we'd have some solid concepts.
Then we'd flesh these concepts out and see what stuck to the wall. What's left is what was presented to the client.
This is where the kitten thing comes in.
Content is cute in the fact you're not stuck with it. Doesn't work? Take it down, start over. Next! Content doesn't have to be part of a main campaign. And it can be a bit looser. It still needs to be in brand, but it can be off on its own, but still of interest to your audiences. Maybe even just a very small section of your audience.
While working for Terminix, we kicked around an idea of the Terminix keymen. These people were on the front line dealing with customers. So, we wanted to show our keymen off. What better than to talk to them. In their office. Their truck. So, we created a ride-along series where we had a Terminix driver drive around in his truck while we asked him questions. Questions were designed to 1. show off his product knowledge and 2. show everyone Terminix has great people. And it worked like a charm. We put these videos up on FB, Insta and Youtube.
At the end of the day, it's about stretching the brand comfort zone and finding different audiences.
It can be as easy or as complicated as you like it.
We like fun.