What is RVL formula? Before we discuss that, let me address one other thing.
‘Content is the king.’
It is a cliche, isn’t it?
Yes, we all are aware that content is the king. Everybody has equal access to social media.
But how come many people struggle, and only a few succeed (compared to the total number of people competing to grab the market attention share).
What’s their success formula?
What’s the strategy to follow?
Where are you making the mistake?
How could you rectify it?
How to climb back?
If you’re a Digital Marketer who’s eying to stake a claim on the success pie, we have an interesting formula for you.
What is a Content?
I am not kidding, or overappraising it. Turn around. Everything you see is a content.
The posters pasted you see on the wall, the ad running on your television, a catchy caption in a store front, a video you’re watching, a music you’re listening, a movie you’re planning to watch – Everything. Everything is a content.
Depending on the interests of audiences, the form of content varies.
When newspapers were the medium of content, radio came, and revolutionised the world.
It read the newspaper, and the people just have to listen. It helped the majority of uneducated people to get to know about the day-to-day affairs, and entertainment.
After a while, television came and gave a visual treat to people.
As the technologies upgraded, the expectation, and the quality of the content too is rising. People now-a-days have access to so many things, and it is getting very challenging to capture their attention.
To make a great content, you should be aware of few things:
1) What is your Product?
Whatever it is you’re promoting/ showing to the audiences, you should have a complete in, and out knowledge about it.
If you don’t know it’s features, or benefits, it’ll be difficult for you to create a relevant content for the market.
So, make sure you give yourself enough time to familiarise with the product.
2) Who is your Target Audience?
Don’y say, Everyone.
In the digital world, we don’t have any physical borders. We have broken the geographical restrains, and connected globally.
Hence, you should have a precise data on who is your target audience or else you’d be getting something when you’re expecting something else.
Identifying the Target audience makes the marketing process simple, and convenient.
If your target audiences are elderly people, your content should speak the same language. You cannot use the modern jargon while your audiences are not aware of it.
Speak the language of your customers.
Spend some time researching your audience, before creating content around it. Make sure, both of them aligns together.
3) Re-cycle, Re-use
Let’s say, you’ve created a video content. After you publish it, don’t just forget about it, and move on to the next one.
Re-use that video content in a word form. Break-down that video into a carousal form. If the video can be changed into a podcast, do it.
After a while, go back to your old contents, and change it according to the current date, add if you have to add anything to it. Publish it again.
You should never let a good content sitting idle, collecting dust. Re-cycle it. Re-use it.
How to Create a Content?
Well, that’s the question of the hour.
If you’re posting a typical, similar content, after a while even you’d be bored rest alone your followers. You may remember this famous quote by Einstein, ‘Insanity Is Doing the Same Thing Over and Over Again and Expecting Different Results.’
Let’s take a look at a successful formula practised by many successful marketers around the world. It is RVL – Results, Value, and Lifestyle.
Results are the first set of arrows we have in our RVL quiver.
Put yourself in your audience’s shoes. What would you want to see?
If Apple is promoting it’s latest model Iphone, or Ipads, what would their audience expect from it?
If the target audiences are students, then how is it going to increase their productivity.
The target audiences are early and late teens, then how better is the camera?
If the target audiences are heavy users, how is it going to handle the multi-tasking yet holding the battery from draining.
If the target audiences are artists/illustrators, how convenient and mobile-friendly is it to use.
Hence people want results.
How is it going to help them is their main objective while making a purchase?
This is where you should be focussing. Follow up your product’s performances even after sales. Test it. Collect data. Make a result document. Publish it in the required formats to let everyone know, how it will assist them.
Many people often confuse the word,’Worth’ with value. Something might be worth $100, but it can offer a value of $1000.
How is that? Let me explain.
All the digital marketers out there might know about the designing software, ‘Canva.’ In Canva, there is an option to remove the background from the subject in an image. Sounds simple, doesn’t it?
Ofcourse there are many Artificial Intelligence softwares available in the market to perform this action.
But, 5 years ago, if someone has to remove the subject from the background, based on the complexity of the image, it might take atleast 30 minutes.
Today, if you want to do it manually, it’ll still take 15 odd minutes.
Canva does it in under a minute.
Let’s say, Canva subscription is $100. But how much time does it save it for you? What is the value of your 13 minutes? Wouldn’t it be greater than $100?
That’s the perspective of worth and value. You should be aware of how to present the value of your product to the audiences.
Explain it’s features. Let them know, what they are getting.
Lately, the youtube channel of the Food Magazine, ‘Bon Appetit’ is in the news. A while ago, I was developing an interest towards cooking, and ‘Bon Appetit’ was my guilty pleasure.
Ofcourse, I’m not going to cook anything watching that show. Because obviously, I’m not eqipped to follow their recipes. But they’ve created a lifestyle around the channel.
Imagine this. They’re Chefs. They test new ingredients with varying proportions to create/develop/refine recipes.
Instead of stopping it to showing the recipes, and the actual cooking, they have brought their chefs out and let them mingle with the audiences.
Some of the episodes, traced some parts of the chef’s personal lives, their hobbies, their interests. There was absolutely no need for it. But the interesting characters and an absolutely brilliant marketing team created a lifestyle out of it.
Now and then showing the glimpse of your lifestyle gives assurances to the audiences that they can trust your results and values. Even though they are the selling point, it’s your lifestyle and the way you interact with you everyone boosts your profile.
How to use RVL?
Mix it a bit. Don’t make the RVL predictable. The entropy of your content would increase the interest of the viewer. Otherwise, they’d guess what’s next.
Along with Results, Values, and Lifestyle, try documenting your making/behind the scenes thought process. If you don’t have an attractive number of viewers right now, you don’t have to publish it now. Save it. You can use it in the future.
As much as people want to see, how you present an idea, they’d also be interested in, how you designed and developed that idea. They’d understand how it works, and some of them might get inspired from your works.
6-8 seconds is the attention span of an average human. Your content should capture the viewer in those seconds.
While creating and sharing contents, hold this RVL formula in your mind. Also, digital marketing is a rolling platform. So keep yourself informed.
Stay relevant. Make precise contents, but keep it simple.
To learn simple tips & tricks to increase your traffic, click here.