The Key Types of Marketing Content
There are two types of content that attraction and leisure venues produce for their marketing.
The most common is ‘Informational Content’. This is content that communicates information and facts, like pricing, timings and features. In the example below, the focus is conveying specific messages about session availability and pricing.
The second type is ‘Experience First’ content. This content is emotionally centred, enabling audiences to immerse themselves in the experience a venue offers.
In the example below, the use of lightening represents the power felt when bounding across trampolines.
Experience First Content
Informational Content is overused
Informational content will always be a vital part of marketing and sales efforts. But many venues only create informational content. They barrage their audiences with dates and prices without any context and impede customer bookings..
The issue being that all purchasing decisions begin with problems or desires. For our venues, it’s desires. So marketing’s first task is to find existing desires, or stimulate new ones.
Informational content is poor at relating to desires because it appeals to the part of the brain that processes information. Whereas desire thrives upon emotional interpretations.
Experience First Content Breeds Desire
By showcasing the experience, either literally or symbolically, experience first content appeals directly to the desire mechanism.
It creates and nurtures an emotional connection between venue and customer that retains value deep into the customer life cycle.
In terms of the content type that potential customers first interact with, experience based should be front and centre. It’s particularly potent at the top of a digital ads funnel.
Create Your Own Experience First Content
When creating our experience first content, there are three things we do:
- Listen to customers
- Embrace spontaneity
- Use user generated content (UGC)
By listening to customers you quickly learn what about your venue excites them. Whilst we may know the operational aspects of our venues inside out, our consumers view and interact with them independently, giving them a bias free perspective.
You might think the latest feature you sunk £10000s into is the big draw. But a five minute conversation with you customers can quickly dispel any illusions. Whilst providing insights and creative direction.
Secondly, excessively structuring your content capture eradicates the spontaneous emotion that experience first content thrives upon, Embrace unexpected turns and adopt a healthy degree of optimism towards the outcomes.
Some of the best content we’ve produced has also been the least planned.
Thirdly, the attraction and leisure industry isn’t immune to trends. Across the digital advertising world, we’re seeing a rise in consumer produced content being used in ads.
By producing content of actual customers experiencing your venue, you’re proving potential customers with a peer to identify with.
Sliding a local micro influencer some tickets and food in exchange for some photo and video content is big on ROI.
There are two types of content used by venues, informational and experience first. Informational content is common, but often overused. Experience first content is a powerful tool to stimulate consumer desire and improve marketing performance. The creation of experience-first content is actually simple, as long as you have a trusted photo and video partner.
Remember, you can always check up on what your competitors are doing on the Facebook Ads Library.
If you still need assistance, you can always reach out to us at firstname.lastname@example.org