Are you driven to outshout your competitors? If your marketing assets lack the power to cut through the noise, you'll be hard-pressed to live up to your aspirations.
Outstanding content ensures that your branding resonates with audiences. Here's why it should play a central role in your outreach strategy.
By some estimates, there were upwards of 4.6 billion pages on the internet in 2016. Media overload is also a well-documented psychological phenomenon that drives ordinary consumers to sheer distraction. You're in a race to capture audience attention, and people are unlikely to wait for your brand to deliver value.
It's incumbent upon you to make a resounding impact the instant consumers see your content. Are you prepared? Try the following pointers.
1. Focus on the Customer Experience
Modern companies use various data sources to inform their outreach methodologies. Some analyze user-generated content, such as social media posts and responses, to identify sentiment and address key pain points. Others target prior customers and employ analytics to determine which leads might be more likely to convert. Many use marketing funnel data to treat audiences to custom content that reflects their interests.
The key factor that all effective strategies share is their focus on the customer experience. In addition to being able to stand on its own, your content should also fit within a larger framework and serve a well-defined, engagement-oriented purpose.
You may be retooling your landing pages, responding to audience demand or promoting a new product, but you should never lose sight of the customer experience. As Gartner notes, every bit of your content should support a prospective consumer's journey by providing useful information that makes it easier to engage with your brand.
2. Adapt Your Message to the Medium
Speak the language that your consumers find most accessible. In the literal sense, this could mean incorporating culturally relevant thematic and emotional elements into your video projects. Or, it might entail formatting your blog posts for easy consumption on social media platforms, mobile device screens and smart home devices.
Written language compels people to take notice, and it gains increased potency when its tone fits the medium. For instance, social networks aren't typically the best venues for lengthy articles, but posting a short Facebook or Twitter teaser might just be sufficient to entice readers to check out an accompanying blog.
3. Create a Cohesive, Consistent Narrative
Make your content exciting and engaging, but don't stop there. Also, be certain that it reinforces the overarching theme you've established.
Does the information in your blogs contradict what's in your social media presence? Do you employ dissimilar slogans and visual branding elements from one post to the next? These discrepancies can muddle your message and drive consumers away. Always work to reinforce your brand's values by publishing content as part of a broader ongoing strategy instead of randomly posting whenever the time seems right.
Understand What's at Stake
Your content marketing strategy could spell the difference between enjoying lasting success and being doomed to brand obscurity. Whether you create your marketing assets in-house or depend on proven writers, output quality and forward-thinking content management are critical to forging connections.
Need additional content marketing advice? Check out "How Distribution Reigns Over the Kingdom of Content."
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