Our luxury marketing agency, like many people across the world. Or should that be across the universe, has grown up with The Beatles. Indeed, their very songs, phrases and names are entwined with popular culture and their commercial and artistic output can still be felt some 50 years after their separation. With the Peter Jackson documentary as our source of inspiration, we began to think “How can the Beatles inspire a content strategy?”. How can we go about incorporating such an idea?
Find your style
Before they swapped their three-piece suits for the psychedelic satin army clothes of Sgt. Pepper’s Lonely Hearts Club Band, the band had an established style that would translate across genres and epoques. By crafting a clear and recognisable identity, the band were able to focus their individual talents into one cohesive unit and thus a coherent style -even though this varied enormously sonically and aesthetically. Whether you listen to a song from the beginning or end of their career, one thing is evident: there is a consistent style across the years. Your business is no different.
Finding or refining a style guide allows a luxury company to create and maintain messaging and consistency for your brand both on and offline. When putting together a style guide, aim to outline:
- Spelling and grammar guidelines for your brand
- Voice and tone in copy
- Use of colours, logo, fonts and taglines
Likewise, both across website design and development and the subsequent marketing, ensure that images are consistent, that the experience can be translated across channels and that the visitor both on and offline will have a consistent experience.
That emotional connection…
Masters of capturing and channelling emotion, the legendary songwriting talent of Lennon/McCarthny have influenced countless generations of singer songwriters. The voracious depth of the lyrics, quantity of the songs and ability to write songs in about three hours showed an understanding of capturing emotion that has, arguably, never been surpassed. What makes the duo so good and has cemented their enduring popularity is the ability to condense complex phrases, feelings and melodies into their work. Lennon said the main intention of the Beatles' music was to communicate, and that, to this effect, he and McCartney had a shared purpose. The experience created by the group has touched the lives of millions across the world. In the world of luxury digital marketing, when you’re rethinking your user experience, we should think of how content speaks to the audience. What emotional connections do clients have of your brand? How can you develop and build a relationship? What content, and where in the sales funnel does it sit? How can you resonate with your desired audiences and craft wonderfully tailored experiences and messages?
All you need is engagement
Not only did the Beatles master the musical side to their work but their ability to market themselves was equally legendary. With their quick, Merseyside wit and charm, they won over the public through their engaging, authentic selves. The Beatles were really good at press conferences. When they arrived on U.S. soil in 1964, the stiff press-men (yes, men) of the day were poised to tear them down. But their cheekiness and quick Liverpool wit set the stage.
Press (to all): What kind of girls do you like?
John: My wife.
Press: How about you?
George: I like John’s wife.
Being witty, smart and engaging saw the band explode onto the covers of magazines, billboards and newspapers and even when they were not on stage they still kept the people in front of them entertained. Your digital presence and content should do the same. Consider how to engage your audiences in unique, tailored ways and with a new voice, outside of conventional marketing. Think about:
- Can a stronger and more dedicated social media presence open up conversations with potential clients?
- Which areas of that website drive traffic?. How can this be enhanced through content?
- What type of content resonates with your audiences? Videos/ images/
- Which marketing channels can be adapted to your audiences in terms of both marketing collateral and evergreen content?
Shake it up, baby!
What does shaking it up mean for content strategy and user experience? It means shred it, think outside the box, do something different! Give it a new sound. Keeping content engaging and fresh is, as a luxury marketing agency, one of the most exciting and rewarding projects that we enjoy working on. Understanding your audience, their behaviours and what resonates allows you to take them on an exciting journey with your content
Stand up for your choices
Shortly after signing their first contract, producer George Martin has a couple of songs in mind for the band to cover. However, Lennon and McCartney had other ideas with their own songs in mind and steadfastly stood by their desire to choose their own music to record and not be just another covers band. When you’re ready to make a change to your content strategy and user experience, you might face some opposition. But standing up for your choices and the direction you need your digital content to go will be an important milestone. Given the wealth of tools available, think about using the below to support and inform your decision making:
- Analytics and user data that supports the reason for your choices (Google Analytics/ Hootsuite/ Google Search Console)
- User studies or focus group data, if available, to share real-life experience from target audiences
- Competitor and market analysis
Go out and change the world…
Create a box, challenge it, question it. Find people who bring out your creativity and those who support your business goals. Be bold, Be fearless. You might change the future!
We hope that you have been as equally inspired by The Beatles to reexamine your marketing content strategy. Our luxury digital marketing agency are here to help you grow your business, contact our team via hello@theluxurymarketingagency.com to discuss your needs.
