The new breed of customer is here and they live within a fragmented digital world, experiencing content on the go and on various devices. The challenge therefore for any brand, large or small, is to find and target those individuals to build real connections.
A new era of the Connected Customer has transformed what it means to deliver innovative and relevant brand experiences.
Strategies that engage customers with relevant content present unparalleled opportunities to create brand connections that align with customer needs, creating revenue growth and maximizing your dollars for long term gain. Planning, prioritizing, and implementing your content strategy roadmap has never been more challenging. Studio One’s content marketing solutions have delivered positive brand association and increased purchase intent for the world’s most recognized brands for over 15 years. A new era of the Connected Customer has transformed what it means to deliver innovative and relevant brand experiences. A digital strategy process combines content marketing expertise with a customer-centric focus to elevate core value, increase brand engagement, and build infrastructure required to seamlessly engage, convert and build loyalty with your customer.
Users, especially those under 35 years of age, are now consuming their content when and where they want. Embrace this truth by creating and formatting content for display on mobile devices that can be easily shared across social networks. Whether your content lives directly on your domain or exists within another platform, ensure that buttons and services integrate across channels. There are many ways that your readers can save content for later, via services like Evernote or Pocket. It’s also smart to test distributing your content across other publishing sites like Tumblr or Medium. Ensure that the content is unique, honest, and links back your site or another preferred location.
Continue to keep a holistic view of your digital landscape, and how content can build a 360 degree approach to building loyalty and customer engagement. The lifetime value of a loyal omni-channel customer has a 30% higher lifetime value than one who uses only one channel.
It’s more than simply talking about products and services. Today’s relationships start with a strong narrative.
A well-crafted content marketing strategy extends further than simply talking about products and services, but into creating a narrative for your reader. The journey from initial discovery, through engagement, purchasing, and sharing ultimately helps your business build loyalty with a target audience. Content should center around authenticity and avoid the continuous hard sell. Shaping stories around your customer’s wants and needs speaks to them as an individual. Whether it’s a long form article about your company’s history, a brief blog post about product quality, or a documentary style video, the content you create must be targeted at building a sense of community.
Even image-based social networks like Pinterest and Instagram, and video streaming services like Periscope make editorial content bite-sized and surprisingly entertaining and fun. They can have the same relative impact as longer form content, but can be created anywhere and with more frequency. Quality content in its various forms is editorially-focused, “always on”, and detectable by search engines, maximizing the impressions and value over time. By building advocates for your brand, this creates a competitive advantage by offering relevant content which has been validated by the larger community, shortening the distance between need and satisfaction for all visitors.
In addition, using integrated platforms to track the history of visitor engagement facilitates the building of powerful profiles and validation of your personas. Acquiring visitor data and understanding its meaning to your strategy is vital to build the relevancy of your targeted content. Delivering the right message at the right time creates that one-to-one connection and increases conversion rates.
As new mobile ad-blocking trends emerge, content marketing is the single best way to make sure your message is seen and heard. Historically, the trend for building content was based on building ads – requiring huge media buys to serve as a catch-all approach to reaching customers. This trend is suffering as customers and visitors become digitally savvy and expectations are high for their online experiences. Ad-blocking technologies work to put the content at the forefront, removing all the distractions for the reader. Even when ads are displayed and viewed, the click-through rates on them are historically low. Creating your content and mapping a strategy provides an effective solution to circumvent ad-blocking. While this has been the case for years, it has become increasingly important to digital marketing return on investment.
Growing Your Efficiencies and ROI
As your content library and customer database grows, so should your plan to scale the infrastructure. Forward thinking about consolidating and optimizing efforts will pay off in the long run, keeping costs lower and setting up your organization for growth. For example, Netflix and Amazon were originally content distributors and are now focusing efforts on becoming contributors and publishers in their own right. They are continually working to build superior and original content, and investing in their resources to deliver that content for the best possible user experience.
Managing strategy and content in the omni-channel digital era means centralized processes and systems to support more personalized logic and delivery. Over time, having the correct systems and processes in place will transform traditional organizations into highly efficient and effective digital operations. Digital platforms and agile processes accelerate growth and efficiency for your company and simultaneously enhance the quality of the reader’s experience.
Studio One has embraced process optimization from the start, making content creation and distribution fast and flexible for clients. We are the only digital content marketing company that can create, distribute, and manage brand-aligned content in all formats, at scale.
Centralizing our systems allows us to capture the relevant information to build an ecosystem of optimization. Consolidated data and content systems allow for agile improvements to content marketing plans, to remove inefficiencies, and to target segments with accuracy. A granular set of key metrics and exclusive access to real-time market data allows Studio One to track the progress of campaigns, delivering better content and measuring its success.
3 Tips to Boost Your Content’s Appeal
1: Reach your audience on an intrinsic, relatable level. The first step to doing this is to thoroughly understand your audience. Research what their drive is, spending time with them online. If you’re listening to what they’re saying on social media and other venues, you can tailor content to their interests. The time you take understanding your customer personas will help create a more effective strategy.
2: Deliver value. This can take many forms: Maybe you’re giving your audience information they can put to use in their everyday lives. Or maybe you’re delivering new information that they find interesting. Or, at the most basic level, you could simply be entertaining them and putting a smile on their faces.
3: Mind your P’s and Q’s — literally. The quality of your writing, your tone, and your style all play an important part in creating popular and shareable content. Over time, build up a library and style guide so that your brand is consistent and new content is easier to create.
As paid media effectiveness decreases and digital platforms rapidly evolve, it is important for brands to create and distribute relevant content at the right time. To capture your audience, it must contribute to and not distract from the conversation. Strategically adding content to your digital presence, which is both targeted and share-worthy, builds credibility and value. It is vital that content is placed in the spaces your audience is already looking and that your marketing dollars are not being wasted on messaging that is never even seen. Now is a perfect time to invest your energy and budget into a comprehensive content marketing strategy. Evaluate that strategy, measure its progress, and adjust to your audience to amplify your brand and maximize the ROI.