The proliferation of tech and screens, the diversity of digital interfaces and the growth and raising importance of content on the Internet have been exponential over the last decade. Websites, blogs, social networks: we are currently getting an average of 4000 promotional messages a day.
Faced with this reality, marketers have an alternative. Either we continue to advertise as before, trying to be the loudest to attract the attention of our buyers, or we adapt, offering them what they expect: relevant content that captures their interest.
How to support your brand strategy by using content?
Tell your story
When asked about the professionals in the sector, their primary challenge is to deploy an attractive and attractive narrative. In summary: make your audience feel concerned about what you have to say. To do this, listen to your consumers and adopt a marketing approach that puts them at the heart of your brand universe. By taking this consumer-centric position, you will be better able to identify your needs and aspirations.
The best strategy for developing consistent communication across all formats and platforms is to create intelligent content. It’s rich and flexible enough for you to adapt without too much effort. In this regard, I especially like the Getty Images’ iStock strategy, which reuses the most popular blog articles to make white papers. To do that, they have to integrate the text into a well-designed pdf, and that’s it!
Dialogue with your audience
Their market is not an ethereal and amorphous notion: they are real people, with real lives and real desires. You can, therefore, define it by a set of clearly defined psychosocial or behavioral characteristics. Take your time to identify your ideal consumer: who is he? What are his lifestyle habits? What do you think of your products?
A good Content Marketing strategy establishes a dialogue between the brand and its consumers to build trust and reputation.
Establish the general strategic objectives of your brand. KPIs (key performance indicators) will vary depending on the goals pursued. If you want to develop your brand image, you will be attentive to the data of unique visits to your site, sharing in social networks or even mentions on all web platforms.
These data will be essential to validate the most effective content to be iterated, to abandon good ideas that do not work, to evolve your strategy depending on the reactions of your environment. There is no need to drown in performance indicators: a handy and straightforward reporting tool is better than a forty KPI gas plant that will require a lot of time to collect and analyze.