Smart Digital Content Marketing Strategy Tweaks to Make Now
Whether you manage your own digital content marketing strategy or outsource it to a freelancer or agency, you may be at the point where you know what kind of content works best for your target audience. But the online world is constantly evolving, so it’s important to continue to look at what you’re doing and update your digital content marketing strategy. Here are a few small ways that you can revamp things.
Rethink Your Push Advertising
Online push advertising strategies may include things like video ads that you have to watch before you go to a web page, banner ads, splash pages and pop-up newsletter signups on a website. More and more, these “pushes” are becoming a big turnoff for potential customers. Alternatively, content that introduces storytelling is becoming more favorable. A Forbes article explains that audiences are growing tired of the idea of having content pushed at them for content’s sake. Consumers now crave a story and a reason to give their undivided attention to your content! Check out how Califia farms tells stories on its popular Instagram page here. Another example: Tentsile’s “tent life” visual storytelling here.
Start a #Conversation
Along the same lines as storytelling, some good content marketing strategies center around starting a specific “conversation” and driving awareness. Making content approachable and more conversational has become a successful way of reaching audiences. One way to do this is to create a hashtag movement that allows your target audience to feel as if they are a part of something. These can vary and be anything from activism to consumer lifestyle related. A few examples of this include the highly successful (we’re talking around 6.2 million people using it) #IceBucketChallenge, which brought awareness to ALS, or Lou Gehrig’s disease. #BlackLivesMatter has been used around 12 million times, and became a political movement. A fun example is how the No Your City folks who are producing a documentary series have used #NoYourCity to gain a solid following. Same goes for #WWCamp and #DogsOfWeWork, used by the co-working space company WeWork to engage members to share moments.
Focus on Your Existing Customer Base
There’s often a lot of focus on building your audience, which is definitely a valid strategy, especially for a new business or brand. But an equally if not more important content marketing strategy is customer retention. Instead of constantly fighting for new business, look to your existing customer base. How can you get them back? How can you engage them more efficiently? Is it through a strategic email campaign, social media campaign or updating your website to make it more user-friendly? (We can help you both determine a content marketing strategy and execute it, by the way.)
Photo credit: UCONN