Strategy that works! - Digital Marketing strategy for Small businesses

What's Good Content vs. What's Bad Content?

In the bustling world of social media marketing, the difference between good and bad content can make or break a brand's success. Let's dive into this concept through a tale of two brands: Benne Dosa, a Mumbai-based sensation, and Swamy South Indian, a brand with multiple locations but struggling to find its social media groove.

Benne Dosa: Building in Public

Meet Benne Dosa, the new kid on the block that's making waves. With just 36 posts in 2 months, they've skyrocketed to 18k followers. Their secret? Building in public. They let their audience in on their journey, making them feel like part of the team.

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1. Launching a New Benne Dosa

   - Boring Version: A bland post announcing the new dosa with a photo.

   - Engaging Version: A 10-second video capturing the creation of their store signage, peeling stickers, and drawing viewers into the exciting world of Benne Dosa.

2. Announcing Their Menu

   - Instead of a dull menu list, Benne Dosa rolled out a hilarious behind-the-scenes video showing their team brainstorming ideas, adding a human touch and lots of laughs.

This approach highlights the essence of good content: it makes people feel involved, not just as spectators but as part of the story. Benne Dosa nails this by showcasing their team at work, packing equipment, crunching numbers, and creating logos. This behind-the-scenes peek makes their audience feel like they’re right there with them.

Swamy South Indian: The Polished Ad Pitfall

Now, let's look at Swamy South Indian. Despite having multiple locations and 1.4k followers from 250 posts over 3 years, they struggle to gain traction. Why? Their content, while visually stunning, feels like polished advertisements. Here’s where they go wrong:

- Lack of Storytelling: Their posts, although pretty, fail to tell a compelling story. Their feed is filled with photos of food and drinks, which, although beautiful, don’t engage the audience emotionally.

- Missed Opportunities: By glossing over the real-life roller coaster of running a business, Swamy South Indian misses the chance to show their human side. People crave authenticity and real stories, not just glossy ads.

Relatability: The Secret Sauce

Good content grabs attention by being relatable. It doesn’t always have to focus solely on the product. Relatable content makes people stop scrolling and think, "Wow, that's so me." This is a crucial element that Swamy South Indian's content lacks.

- Real-life Stories: Benne Dosa excels by sharing the story of someone working multiple jobs to fund their dream. This narrative resonates with many who understand the hustle and determination.

- Emotional Connection: Relatable stories evoke emotions, making the audience feel connected. Swamy South Indian’s focus on polished food photos fails to create that emotional bond.

Conclusion

The difference between Benne Dosa and Swamy South Indian highlights the power of good content. It’s more than just visually appealing—it’s about telling a story, creating an emotional connection, and making the audience feel like part of the journey. Benne Dosa’s strategy of building in public and sharing relatable, behind-the-scenes content has propelled their rapid growth, while Swamy South Indian’s polished ads have struggled to make an impact. 

For brands looking to make a splash, the lesson is clear: ditch the boring promotional posts and embrace storytelling that resonates on a human level where carefully ideated brand strategy becomes a key for that impact. Make your audience feel like they’re part of your journey, and watch your brand soar. Disclaimer: This blog is for informational purposes and should not be considered as brand endorsement or comparison.