July 4, 2018 • Aerio Staff
Or are you delivering a full on display of neck craning peonies, girandolas, and palm trees (fireworks people love botany, obviously) that fascinate, entertain, and keep your audience engaged and invested?
To get some serious ooohs and aaahs that translate into impressions & engagement, consider adding a bit of pop to your digital marketing with some unique content.
There are a lot of competing voices out there screaming:
“Hey, look over here! Buy/like/follow this thing!”
Why? Because you told me to? Sorry. Doesn’t work that way.
The information age has been a blessing for digital marketers, but also a curse. There are more options, more channels, more messages—and more trash. So, your audience has become a fickle bunch.
On the flipside, because people have made themselves more accessible, your digital marketing toolkit has grown significantly. It’s overflowing with new content ideas and marketing tactics. Great content marketing uses those elements to bridge gaps between sellers and consumers to create a mutually beneficial journey.
And for many, finding ways to create more engaging content is crucial. Just look at the graph below from the Content Marketing Institute:
Source: Content Marketing Institute
A lot of marketing tactics go hand-in-hand with digital content. The key is making sure you’re using it to share meaningful stories with the right audiences, in the right places.
An effective content marketing campaign doesn't scream at people, nor is it a list of features. Good content marketing is benefit driven. It delivers value, entertains, and builds connections. Eventually, your content will bring people close enough to prompt a conversion.
Images and Video
If content is king, imagery is queen, and in many cases, the queen reigns on high.
According to a recent HubSpot article, there is a direct correlation between visual content and increased traffic and engagement, leading to more conversions.
Visual content is also easily digestible by a mobile crowd with a short attention span. Imagery quickly grabs the attention of your audience and allows them to engage in ways that words on a screen don’t. Which leads us to our second content type.
Want a sparkling example of interactive content? Look at the past “Google Doodles” - the temporary changes made to the Google logo to celebrate holidays, anniversaries and the lives of famous influencers.
Rarely, if ever, does the Google Doodle appear as marketing or brand awareness. What they often do is tell a story, provide entertainment, and inform. If you can harness interactive media into your content marketing campaign, the results will blow your mind.
It doesn’t have to be as flashy as the Google Doodle. Simply give people a call to action other than Subscribe, Like, or Buy.
Stories describe a journey. A story created for marketing content describes the customer journey. When marketing content is perfected, it merges your goals and the customers’ experiences to tell a cohesive story.
The power behind storytelling content is that it positions your message in the real-world. It illustrates you’re not some detached entity, but live in the same places as your audience, and share similar experiences and challenges.
You probably have some great content ideas rattling around. But remember, we aren't yelling at people. Content should be a conversation that says:
“Oh, you’re interested in this? Let’s talk about it and why it’s important to you. Tell us how we can give you more.”
Create content people want. Segment. Personalize. Make it mobile. Make it fun!
Time for some tough love—Not everyone is going to be interested in what you have to say.
If you’ve designed a visually stunning infographic on different ways to wear a winter scarf, start targeting geographically with areas that often experience harsh winters.
When possible, use names or something that identifies your audience as an individual. Create content that asks them to get involved, answer questions, or share an opinion.
Use automated triggers based on that individual or segments behavior. This way, you send certain messages that are targeted and timely. Communicate at their level of engagement, which they control.
Every piece of online marketing content, whether a video or blog, needs to be optimized for mobile users . If your content is not easily digested on mobile devices, you are losing out on a ton of impressions.
According to a recent article from Bizness Apps, mobile is driving close to 80% of internet usage, and 68% of companies are making mobile content part of their overall marketing strategy. Trends like these suggest going mobile first is a smart move - it’s time to hop on board.
Good content is like fireworks—it’s fun and grabs your attention! In the end, remember you’re talking to people. People love to be entertained.
Your audience has choices. By building a content marketing strategy that’s infused with a captivating messaging, engages people in their journey and resounds with their needs, you can make sure they choose you.