Developing impactful content is important, but having a strategic, intentional approach to leverage it is critical.

His wry smile. Those twinkling eyes. It’s easy to get sucked in by Kevin Costner… the guy’s a national treasure. But the truth is, he lied to you. He lied to all of us. You can build it—but they probably won’t come.

In a digital ecosystem, content marketers are constantly vying for the angle that will elevate their brand above the mire. But subjective opinions on what is or is not strong, compelling content can’t overcompensate or negate the need for objective strategy.

This is especially important in the nuanced world of credit union marketing. A world where ten specific words are uttered in every office, boardroom and event space across the land: “We need to do a better job telling our story.”

Best laid plans…

Precisely because of that, many credit unions approach creative content development with optimism and enthusiasm. And so they (and everyone else!) should. Having a genuine intent to connect and resonate with the community you serve is laudable in every circumstance. Moreso, credit unions, inherently embedded within their communities, have access to truly impactful stories that have immense potential to forge that ever-evasive brand stickiness.

However, how the content is distributed can often be overlooked.

Take the video, for instance (Mr. Costner’s preferred medium). Mission Brands Consulting has its own expertise in producing motion content, as its capability to simplify the complex, or amplify an emotion, is almost unparalleled. But ensuring these videos are seen by the right eyes is where the real challenge—and necessary investment—lies.

Effectively leveraging the multitude of channels at any marketer’s disposal requires more than hitting “Publish”. It's about understanding what content audiences are looking for, on which particular channel.

What does the data say?

Even the smallest marketing team has access to a plethora of user data that can provide invaluable insights on what has worked, where and when.

Even fundamental social media data (if planned for and tracked appropriately) can give you a platform upon which to make educated and informed decisions. The toughest part is following the data—because it may be making a case against whatever content has been ideated.

Focus on objectives over outputs

Creative should never drive the marketing program. It is a tool to be used, but just like any tool, it is most effective when used appropriately. Prioritizing what needs to be accomplished through any marketing or communications program (i.e. account opening, loan origination, foundation donations) and then using that criteria as the framework within which to build any creative content is vital.

Because there’s nothing worse than seeing great content die on the vine—especially when it’s been developed with member dollars.

So next time you’re in a meeting and someone mentions new content development—whether you’re developing it or asking for it—think of that deceitful Mr. Costner. Think of all the beautiful, valuable, impactful content out there that’s never been seen by anyone because of him. And make sure your project doesn’t join it in that big ol’ empty corn field.