Your goal as a brand is to create sharable material that is not only seen but interacted with, ultimately opening up the floor for conversations. Our landscape for marketing is constantly evolving and your team has to be aware of how this plays into the big picture.
Take Facebook’s algorithm changes for example. Their goal is to create the most pleasant experience for every user. They don’t want millions of feeds bombarded with ads. Your branding has to be symbiotic with their wishes or else you’ll never get noticed.
When considering your brand’s content, it tends to all boil down to one thing:
The sole purpose of any piece of content is to provide your customers with vital information that accomplishes their goal: to get a job done.
Your company needs to become the most trusted and reliable source of information about your industry. Every social media post, blog, download, eBook, or whitepaper should be educational, entertaining, and most importantly, shareable. There’s simply too much information available to a consumer to go about it any other way.
Though it may be tempting to reuse content strategies that worked for a previous project, we highly advise against it.
Your consumers are wildly varied and there is never a “one size fits all” approach to a successful content playbook. It’s vital to understand your consumer, the platform on which they’re accessing their content, and what their intended outcome is. Only after your team defines these aspects can you confidently assess your brand’s content strategy.
Take a second to really think about the phrase, Digital Strategy…
The adjective, digital, should no longer be descriptive, but instead synonymous. Digital strategy for many companies once meant getting members of the marketing team together to create a list of trendy tactics and websites. Today, if you’re still strategizing around trends, you’re dead, you just don’t know it yet.
However, if your brand garners trust with useful content, you will generate leads, and with enough brand awareness, those leads will turn into customers. That is the end goal and the purpose of the content. Relevant and applicable material is your most valuable tool, with it, you can target new customers and retain your current ones.