Article | August 6, 2020
There seems to be a lot of confusion in the marketing world about two vital, but different, digital marketing techniques: SEO and content marketing.It is easy to see how someone would be confused since they often appear in articles and blogs as separate entities, and many marketing specialists draw a line in the sand somewhere between the two.The truth is a lot more complicated. Content marketing and SEO are natural complements to each other. They both fuel each other and act as the necessary gears of any successful digital marketing campaign.
Article | August 6, 2020
All business owners know the importance of generating long-term value from company efforts and resources. From marketing campaigns to internal processes, every aspect of operations must work toward providing ongoing benefits for the company.
This same concept applies to your company’s content. However, I have yet to see many companies leveraging this thought process for their content marketing efforts.
How often does your team create astounding content, only for it to be used once and never touched again? Likely far more often than you’d care to admit!
Instead, use or repurpose your company’s content effectively across multiple channels, campaigns, goals, and processes to maximize its value for years to come.
Not sure how to do this? Let me show you eight ways to leverage content effectively throughout your business.
1. Build Brand Awareness
From social media posts to introductory new client emails, content can be used to generate and sustain brand awareness.
Think of this content use as a way to grab the attention of those at the top of your sales funnel. These potential customers are beginning their buying journey and are interested in learning more about your company, products, services, and other related topics.
Pro Tip: Be cognizant that much of this content may not even reside on your website! Content management engines like Vestorly or Curata can sort through third-party content that mentions your brand and create an inventory of original and curated content to build a brand awareness campaign.
Examples of awareness-related content usage can include:
• Social media posts focused on generating engagement
• Blog posts about broad, overarching topics in your industry
• Welcome emails to new subscribers
• Landing pages for pay-per-click campaigns for generic keywords
Look through your company’s library of past content and see which pieces you can leverage to create ongoing brand awareness.
2. Generate Qualified Leads
Marketing content is most often used to drive qualified leads to your sales team.
By creating informative and entertaining content that ranks high on search engines, you’ll attract the attention of potential customers searching for answers online.
Chances are that your company already uses content for this purpose. But, have you considered revamping older pieces to function as lead generation content?
Transform content into lead generation pieces with a few simple tweaks, like:
Adding actionable language and contact forms to blog posts
Including a CTA in social media posts and videos
Allowing subscribers to respond to emails
3. Educate Your Audience
Expertly crafted content is an effective educational tool.
When thinking about creating educational content, start within your organization. Ask yourself what content you can create or what third-party content you can share to:
Improve hiring and training processes
Inform employees on new internal projects, efforts, or initiatives
Help strengthen the internal company culture
Educate employees on company policies, benefits, etc.
Additionally, nonprofit organizations can use content pieces to educate potential donors, volunteers, or advocates about their cause.
Businesses can similarly use content to educate users about their product or service. Creating an education hub that pulls your original content in, along with intelligently curated third-party content, is an excellent method for educating customers. Companies like Vestorly and UberFlip provide an efficient and effective solution for this approach.
4. Position Your Brand as an Authority
Content can also be used to build your brand’s authority effectively throughout the industry.
When it comes to athletic wear and sneakers, brands like Nike and Adidas lead the way. Why? Because consumers think of these brands as the authority on these products.
But that authority didn’t happen overnight. It took years of creative and engaging content designed to convince fans of the brand’s leadership and authority on the topic.
To escalate your company’s brand influence, start developing content on intriguing and even controversial topics within your industry. From thought leadership articles to in-depth how-to videos, your content can be strategically leveraged to position your company as an industry leader. The most important takeaway is for your audience to trust that you know what you're talking about.
Remember, this authority doesn’t appear out of thin air. You have to continuously publish high-level content to break through barriers and become a thought leader.
5. Retain Loyal Customers
No one likes feeling forgotten — especially customers.
Both B2B and B2C companies rely on customer retention strategies to keep customers engaged. But these strategies require far more content than the occasional email and discount code to operate effectively.
Content created exclusively for frequent buyers is an excellent way to retain top-spending customers. Through personalized content, specific blog post topics, fan-only newsletters, and other forms of content, you can work to build a solid relationship with customers who trust your brand.
Another tried-and-true way to retain loyal customers is to provide personalized comments with links to curated content related to your buyer’s interests and needs.
The Harvard Business Review found that offering customers short tutorial content on product features can reduce churn by 6%. And, Bain & Company reported that increasing customer retention by a mere 5% can improve profits by 25% or more.
Plus, through these retention content efforts, you can also leverage your fans to help build your brand authority. Find ways to encourage and incentivize customers to share your brand’s content with others.
6. Communications Tools
No matter if you’re a small business or a multinational corporation, an internal communications strategy is the key to success.
With this in mind, companies can use their content to seamlessly communicate information internally to stakeholders and external partners.
Whether you choose to communicate this information in the form of an interactive blog post or an entertaining video, it’s far more productive than sending an email memo!
7. Analyze Your Industry and Market
Effective content usage isn’t restricted to only your content.
Collect content from your competition or leading industry publications and analyze it to better understand what’s happening in your market. Additionally, take a look at their content strategy. Is there anything you can replicate or do better within your content marketing strategy?
To expedite your content curation efforts, rely on a content engine like Vestorly to filter through relevant results based on keywords, sources, and other criteria.
8. Learn About Your Audience
Similarly, you can curate content to gather business intelligence about your audience.
Take a look at the content written about your target demographic. What does it tell you about your market’s wants, needs, and problems?
Also, comb through content that your audience shares and interacts with. This will provide you with insight into what type of content to create and which topics to focus on.
Learn How To Leverage Your Content Effectively
Your company’s content isn’t reserved for only the marketing team. Instead, it can be used to:
Build lasting brand authority in your industry
Communicate important information to internal teams and external stakeholders
Gather business and audience intelligence
Retain customers and drive up profit
If you’re unsure of how to use content effectively throughout your organization, get in touch and I’ll show you how it’s done.
Article | August 6, 2020
Social media marketing post-pandemic strategies have become a boon for marketers delivering positive ROI. More than 73% of marketers believe that social media marketing has been very effective for their business in 2021.
More than 41.3% of businesses reported that they were temporarily closed in the US because of the pandemic. Moreover, COVID-19 affected the businesses so that various industries such as hospitality, pharmacy, finance and insurance, education, etc., had to terminate their employees. As a result, more than 20.6 million people lost their job in the US, causing an unemployment rate of 14.7%.
Now, when the situation is getting better, marketers have changed their approach. They have transformed their strategy towards every kind of marketing. Social media marketing needs to be transformed in terms of campaign planning, content marketing, SEO, technological support, etc. Over 3.6 billion people use social media globally, and the number is expected to increase to 4.41 billion in 2025.
Some significant points can help you to strategize your social media marketing. Let’s have a look at them.
Follow the Trends
While implementing social media marketing, you should be aware of the latest trends in it. For example, Instagram has unique features such as IGTV and Instagram stories. On IGTV, you can share a lengthy video. It assists marketers the facility to come up with longer video content. Instagram stories features are available for 24 hours. You can view it many times within 24 hours. You can share some fruitful information or announcements or ask plenty of questions to keep your target audience engaged. It has location stickers, hashtags, polls, emojis, etc. Similarly, Snapchat has Lenses, Geofilter, Snap Map, and so on.
Keep Approaching Strategically and Innovatively
As people are stuck at home owing to COVID-19, they are hyperactive on social media. An average user spent 2 hours and 24 minutes per day on social media. As a result, marketers believe that it has become quite tough to persuade your target audience to buy your products or services. You can only influence them when you have researched the market profoundly and designed the campaign strategically. An innovative and strategic approach consists of persistency, measurable steps, relevancy, competitive analysis, buyer’s persona resulting in brand awareness, brand credibility, and customer satisfaction.
Don’t Miss Out on the Top Platforms
There are various social media platforms where businesses approach. Facebook is the most prevalent platform amongst users aged between 12 to 34 years. It has more than 2.74 billion active users, followed by YouTube 2.291 billion, WhatsApp 2 billion, and Instagram 1.221 billion users. For a marketer, it is essential to be present on the most used platforms as they already have a crowd, and you need to let them know about your products or services.
Experiment with Coupons & Offers
As industries begin to reopen, the best way to reach your audience is to provide them with some coupons or offers. You can certainly influence them by giving them offers. You can announce those offers on different social media channels. Multiple industries can implement this idea. When a customer finds some valuable product with discounts, they automatically get attracted towards it. Add discounts to leads forms, keep time-restriction, and create a customer reward program. These things can improve your coupon or offers marketing strategy and take it to the next level.
Don’t Prioritize too Many Sales
Unquestionably, it’s vital to increase the sale of your product or services. Therefore, you are in business, after all. But, you must take care that the point is not just to sell but also to take care of your customers as they recover from COVID-19. So, while offering value to your customers, you can continue with your win-win strategy. The customers or your target audience need to understand that the relationship you have or carry with them is beyond sales.
Social Media Analytics
Are you aware of finding out social media trends? Do you know what your target audience or consumers expect from you? There are multiple social media analytics software that can help you find out audience analysis, competitive research, and product research. Social media analytics plays a critical role which provides strategic marketing information. The fundamental of social media analytics is collecting and evaluating marketing and audience data to decide your business decisions. It is a sure way to elevating your marketing operations and product strategy.
Video Content Marketing
Video content is used by 87% of online marketers. Video content is more appreciated and valued by the consumers as they provide them with statistics, infographics, emotional content, and valuable content within less time. Providing the said content via a mode of video increases the viewer engagement. This marketing tool is educational, informative, and resourceful.
The majority of online users consume video content daily, identifying and targeting these viewers as potential consumers and designing the strategy to maximize engagement by targeting specific audiences accordingly.
Your social media marketing post-pandemic strategy is nothing without content. The quality of the content should be your utmost priority. Whether it is in text format, video, or something else, it should be taken care of innovatively and strategically. Approximately 67% of B2B marketers believe that content quality, consistency, and engaging content play a huge role in audience decision-making. Content marketing is one of the most effective ways to enhance audience engagement, brand identification, customer satisfaction, generate more leads, and save money. The high-quality content comprises research, qualitative and quantitative information, content forms, content scoring, niche, etc. High-quality content works as a catalyst for social media marketing post-pandemic.
Get the Right Platforms for Your Business
Utilizing multiple channels for your business is essential. Still, as a marketer, you must know which channel gives you a favorable response in terms of customers’ engagement, profitability, brand recognition, etc. Here is a summary.
Approach towards a variety of social media platforms should be designed distinctively.
Analyzing the various consumers on different platforms is essential and advisable. These benefits in creating the content marketing strategies accordingly.
Categorizing and identifying the best possible and successful mode of reaching the consumer/viewer is essential for maximum involvement.
The flow of the targeted audience towards your website/platform helps generate profit, grow the business, and help develop consumer satisfaction.
Social media marketing post-pandemic has been transforming day by day; therefore, businesses need to adopt some changes earlier mentioned in this article. However, those strategic ideas can be very fruitful if executed sophisticatedly and calculatingly.
Frequently Asked Questions
Why should every business use social media post-pandemic?
Due to the pandemic, screen time has increased, resulting in maximum usage of social media, which is one of the most effective and successful platforms to enhance brand identification, client satisfaction, sales generation, and customer engagement.
How social media help businesses during COVID-19?
It is cost-effective compared to print media marketing, where it saves time, involvement and performs progressively.
Why is social media so crucial for every business?
Social media helps businesses finding out their target audience, market research, and build brand credibility.
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Article | August 6, 2020
The world is changing. The result of the ongoing pandemic has wreaked havoc on global economies, resulting in millions of Americans joining others around the world, especially those within the service, media, and ad industries, being particularly affected. Today, working from home as a mainstream way of doing business initially caught many companies unprepared. At the same time, businesses, and millions of American households from coast-to-coast, as well as billions of households around the globe, are understandably keeping a watchful eye on their finances.