The evolution of marketing has made its streak in society over the past decades. We’ve watched business advertise their brands through traditional mediums including print, TV and radio. Although these channels are being used by businesses today, do readers and viewers still find these sources as stimulating as they used to? Unfortunately not.
Digital Marketing holds the crown in terms of how products and services are being promoted in today’s industry. Although there are many online features and platforms for a business to promote their products through, the most important aspect to digital marketing is in fact the CONTENT, that is being published. You can have heaps of content regarding your topic, but at the end of the day how valuable is your content to the person sitting on the other side of the screen? Is it going to spark interest and perhaps enable conversation? Is the information you’re publishing going to help the reader solve an issue they have? There are so many things content can deliver! You’re conveying a story if done correctly, and the objective is to entice the reader with rich information and build a relationship. You want them coming back for more, right? Exactly!
When you provide effective content you build a relationship with your audience. You’re both there for the same reason, getting to know each other on a personal level. Whether you’re the one looking for a solution, or the one providing it, you both share that passion for the product or service at hand. All businesses want profits, but it’s most important to understand what the customer or prospective customer wants, and it’s your job to establish the best tactic and strategies to meet those needs.
Quality Content, Creation and Distribution
There are many ways in which intriguing content can be created. Always remember that the primary purpose of creating content is to provoke and engage in conversation with your customer. There is an array of possibilities to choose from when you’re creating content. Think about topic and information pieces that provide room for questions and responses from the viewers. Like I mentioned before, you want to build a relationship with the viewer, you want them coming back for more. An article from Webs 9 states that ultimately, it goes beyond just providing your viewer with a positive experience and content that informs, entertains and makes their lives better. Whether it’s a product or service you’re providing information about, or just providing your own personal opinions, the viewer wants to know and feel like you care about them.
Content curation is fantastic, but you as a writer are going to want fresh context, opinions, insights and perspectives! I came across this info graphic which provides great ways to create compelling content when, well… you don’t even have a clue! Some of these Include:
- Interview People such as luminaries
- Ask your readers about their thoughts
- Share your success and failures
- Converse within your online community
- Monitor social trends
- Host an event
Context is great, but in today’s content marketing and advertising society that isn’t enough. You need to add more simulating and captivating content to attract and retain the viewer’s attention and extract a response, tweet, share or any type of involvement action. So besides contextualizing and distributing content for your target audience, what other valuable digital assets could be added to your social sites? Take rich media for example. People like real-time photos, videos and action. It creates a sense of trust between a viewer and the product or service. Instead of just writing about it, why don’t you show them! Take your blog for example. When you publish content, context isn’t the only thing on your page, right? Right. You include photos, videos, twitter feed and in bound and out bound links to other webpages for example. They say a picture is worth a thousand words, and they’re right. Take a look at this web page I recent read about social media and the effect of visual content. Ekaterina Walker mentions that a study was conducted in 2012. ROI Research found that when users engage with friends on social media sites, it’s the pictures they took that are enjoyed the most.
44% of respondents are more likely to engage with brands if they post pictures than any other media.
Photos and videos have become one of our default modes of sorting and understanding the vast amounts of information we are exposed to every day. On a daily basis, people don’t have time to sit around and write 1000 word blogs, there for we compensate lengthy context with tweets, posts, likes, sharing, re-tweeting and uploading to our social platforms. We love in a society where we are bombarded with content overload, therefore publishers need to make sure the content they posted via Twitter, Facebook, Blogger, Pinterest or whatever the social site may be, holds value. Every word, every sentence, every photo. And depending on what social channel you are publishing content to, determines what type and the amount of content that will be distributed.
Content on social platforms is like picking out the right purse for the day. As a woman, we have many to choose from in our closet. Just as we do social sites. But for the most part, they all serve the same purpose. Like how valuable content entices interest, engages in conversation and communication with the viewers. We wouldn’t use the same purse for a day of shopping at the Eaton’s Center as we would if we were going out for dinner. When shopping, we would want to bring a large purse so we can fill it with larger purchases, like a blog post and its larger amounts of information. If we were going out for dinner, we would bring a small purse only large enough to hold lip gloss, gum and credit cards. Similar as posting a Tweet.