Article | January 27, 2021
As we enter 2021 with a fresh and positive mindset, we are also entering the New Year with a brand-new set of tactics to help reach new consumers by placing brands, products and services at the forefront of desired audiences.
When it comes to brand marketing, storytelling is pivotal when trying to create relationships with consumers. By utilising emotion and taking a humanistic approach in this, brands are able to provide consumers with reasons as to why they should buy into their products, without a pushy, non-emotive hard-sell.
And with that in mind, Matthew Hayes, Managing Director at brand agency Champions (UK) plc, explains why storytelling is a must-have tactic for the year ahead.
The art of storytelling
Now more than ever before, resonating with the audience on a personal level is key, and what better way to do that than through storytelling.
Marketing doesn’t always have to be about a direct sales pitch, but rather a connection and relationship that has been built up over time. And with that, comes brand loyalty and customer retention.
When done effectively, storytelling is truly an art within itself. Sales should equate to product education rather than direct instruction. And it is this, that makes people subconsciously realise their need or want for a product or service.
Storytelling takes the customer on an educational journey, allowing them to understand the brand, what it stands for, what the benefits are to them and why its products are good value for money. This then leads customers to build strong feelings of want and desire, rather than just need.
This is all part of creating a brand. Customers begin to feel something about it, which is want warrants a business or product the status of a brand. And it’s this emotional connection that differentiates you from being just a commodity seller based on price, and positions you as a recognisable ‘brand’ that people engage with on a deeper level.
And research demonstrates that messages delivered as stories can be up to 22 times more memorable and effective than facts, which is why brand storytelling is a must-have tactic for 2021.
How to tell a story
Creating a compelling narrative requires a carefully devised long-term strategy. But, while this is an important element, what is perhaps the defining factor in commercial success is its ability to resonate with us, as humans.
Storytelling should be powerful and filled with emotion, in whatever capacity that may be. From laughter and happiness to sadness and grief, emotion can come in a plethora of varieties.
Emotion is what captures the consumer and when a story is both personable and relatable, it builds brand love and deepens the connection between the brand and the consumer.
Not only that, but emotion also impacts the purchasing decisions of consumers and without it, businesses are much less likely to make that all-important sale.
And if brands combine emotion with consumer needs, then they have the recipe for success.
With the rapid onset of digitisation across all industry sectors fuelled by the COVID-19 crisis, the way in which a brand tells their story is having to change in order to keep up with the times and meet the newfound needs of consumers and channels.
With the plethora of channels and shortening attention span of the consumers, video content is the best way to evoke emotion. Put simply, videos are more engaging and because of that, will continue to play an increasingly important role in the marketing mix throughout 2021.
They are easy to understand, digest and share and typically create a deeper connection between the brand and consumer, meaning that people will resonate with it much more.
Storytelling done right
No one is better at brand storytelling and investing in emotions than the world-famous Disney. From its theme parks and hotels to its films, merchandise and staff, the entire brand has been built from the ability to tell a story, and consistency of delivery.
For consumers to truly connect with a brand, they must implement consistency across their strategy, messaging and storytelling. And while there may be creativity in the way these messages are conveyed, the underlying messages and ethos must remain to be consistent.
The Disney experience plays a pivotal role in the brand’s story. It’s narrative and essence completely come to life when consumers interact with its offerings, taking on a role within the storyline. In doing so, deeper emotional bonds are created, bringing the brand to the forefront of both people’s minds and memories.
Similarly, gym-wear brand Sweaty Betty have also become well recognised thanks to its ability to tell a story. What began as a normal brand selling high-quality gym-wear that sat outside of the norm, became known worldwide for changing its narrative by becoming so much more than just a provider of gym-wear.
Sweaty Betty is not only a brand for women, created by women, but a brand that listens to its consumers. It’s messaging such as ‘respect your sweat’ and ‘empowering women through fitness and beyond’ is reflective of inclusivity, body positivity and raises awareness of diversity, using its brand, products and people to continue to tell that very story.
A must-have tactic for 2021
In order to keep up and remain at the forefront of consumers’ minds, brands need to focus their strategies on telling a story.
Storytelling is as old as mankind, dating back to cave paintings and the bible. And modern-day storytelling allows brands to use the full extent of multi-channel media, applying to all of the five senses. It allows the brand to educate, taking the consumer on an educational journey rather than advertising, which can only convey one message at a time.
It can build in sub plots, ethos, ethics and values, bringing the full personality of the brand as well as the people behind these brands to life, while also highlighting how these ‘personality traits’ mirror those of the consumer.
It is through this 'bonding' that the consumer can feel for the brand, rather than simply seeing or knowing about it. Feeling is a pivotal part of branding, and without it, the brand and its products, are just a commodity, based on nothing more than consumer needs and cost.
Brands are consumed based on a want or desire, with price being far less prevalent. Therefore, brands offer businesses far greater profit margins and a more loyal consumer base - the holy grail.
And when executed effectively, the story helps build brand love through evoking a deeper, more authentic connection with its consumers.
As a result, brand storytelling is priceless, and quite simply a must-have tactic for 2021 and beyond.
Article | July 21, 2020
Companies today are aware that the best way to reach potential customers is through content. 91% of B2B marketers and 86% of B2C marketers believe that content marketing is an important marketing strategy. Travel related content, in particular, can come in a variety of forms, from blog posts to social media posts and include written content as well as images, videos and audio.
Article | June 11, 2021
What is OTT (over-the-top) marketing, and how is it molding the world? Why are marketers over-enthusiastic about executing it? Find out the ultimate guidance regarding OTT marketing.
There are several ways to receive a prodigious response for your business. Those are creative, technical, or economic methods that help grow your audience, find new leads, and so on. In the time of the pandemic, people cannot partake in outdoor activities the way they used to do. They are forced to be inside, and their medium of education, entertainment, or being aware is entirely different. One of the fastest-growing sectors is OTT which plays a significant role in making people's life entertaining and enthusiastic. It decreases the strain and gives them relaxation from their hectic life. Its market is currently valued at more than USD 101.42 billion, reaching approximately USD 223.7 billion by 2026.
Let’s have a look at OTT, OTT marketing in 2021, and the complete information about it, which makes it substantial.
OTT is a medium of providing television and film content over the internet. Nowadays, nearly everybody is streaming TV through OTT. There are various popular video streaming platforms like; Netflix, Amazon Prime, Disney plus, Hotstar, etc. The video, music, podcast, and audio quality has been revamped remarkably by the OTT adoption.
What is OTT Marketing?
OTT advertising is the conveyance of promotions through online video streaming. This incorporates associated TV publicizing (or CTV promoting), which runs video advertisement interferences, banner ads, sponsored content, and more.
Here are some survey reports that state how OTT marketing is booming.
A report by Conviva, a streaming media research firm, informs that video streaming grew by 20% in March across the globe, which included a high 26% increase in the U.S.
In the OTT Video segment, the number of users is expected to amount to 300 million users by 2025.
The average revenue per user (ARPU) in the OTT video segment is projected to amount to US$275.49 in 2021.
User penetration will be 83.7% in 2021 and is expected to hit 88.1% by 2025.
The largest segment is OTT video advertising, with a market volume of US$40,641 million in 2021.
How OTT Marketing is Different From Traditional T.V Marketing
TV advertising has been everywhere for a long time. It has been a prevalent medium for marketers to allocate their advertisement financial plan. Nonetheless, it has been changing drastically for as far back as a couple of years with a huge shift from traditional cable TVs to over-the-top (OTT) devices like smart TVs, phones, tablets, and many streaming sticks (Roku, Amazon Fire, Google Chromecast, AppleTV).Those are Internet-connected and can download videos from content delivery networks (CDN) and ads from online ad servers. The rise of online video utilization makes a massive inventory for video advertising.
However, focusing on alternatives was still exceptionally restricted and fundamental. Focusing at the individual level was unheard of. Many, if not all, viewers frequently watched similar advertisements on TV, paying little attention to their inclinations or interests. The viewers should turn on their TVs to a specified channel at a specific time to watch content and accompanying commercials. The advertisers could pick the station, program, and time based on ratings and audience data provided by a few significant research firms. This choice interaction had a few connections to the target audience hence;, it was not exact or quantifiable. There were a ton of evaluations, projections, and expectations for return on investment (ROI). The objective was essential to arrive at the majority, fundamentally whoever had their TV on. The location and engagement activities of viewers were not known or reported. These limits gave advanced OTT advertising numerous benefits.
Marketing Funnel for OTT Streaming Services
To be successful in OTT marketing strategy, it is essential to comprehend the buyer’s journey and to understand this; we need to focus on OTT marketing funnel that assists in visualizing where the buyer is from, how he became your user, and when he showed his experience into your brand. The funnel is divided into three parts:
TOFU (Top of the funnel)
MOFU (Middle of the funnel)
BOFU (Bottom of the funnel)
TOFU (Top of the funnel)-This is the first step where the user gets aware of your brand or services. You will find many leads, but it doesn’t mean that they will certainly buy from you. They are at the first stage, where they are figuring out their problems by doing research. Therefore, don’t come with too much information to resolve their issues. They will become annoyed therefore; you have to provide specific & concrete information to your leads.
MOFU (Middle of the funnel)-Once a lead passes, its first step enters the second step of funnel called middle of the funnel, where your leads express their interest towards your brand or services and consider using your product.
BOFU (Bottom of the funnel)-Finally, your leads entered the third step of the marketing funnel, where they decide to be your customer. In this stage, the content you are providing should be persuasive and readily available.
OTT Marketing Platforms
There are various dominant OTT streaming providers growing unstoppably. Netflix, Xumo, Starz, Sling, HBO, ESPN, Hulu, Showtime, Amazon Prime, Fubo, etc. are some of them.
Why Is OTT Marketing Booming?
Marketers are enthusiastic about OTT advertising because advertisement directly reaches viewers through streaming devices and services. They experience these ads on their devices like; connected TV, Smart TV, Laptop, etc.
OTT focuses on niche audiences, and when marketers run ads on OTT platforms, it automatically gives you those target audiences. So. marketers don’t need to cater broad audience unlike, traditional T.V broadcasting. Instead, ads are shown to your specific audience interested in your brand; therefore, it minimizes your ad spend.
OTT Marketing Strategy
2021 has changed the way of marketing entirely, especially when you are looking for a specific audience. Modernizing your advertising has become the imperative footstep to woo your audience.
Here are some meaningful steps that have been mentioned which can make your business profitable.
Search engine optimization is the effective medium to be seen. With the help of SEO, you can be seen high when your viewers search for videos. Therefore, SEO Implementation is indispensable in this competitive advertising world.
Millions of people are using social media such as; Facebook, Instagram, Twitter, etc. Create your brand-specific pages and profiles and maintain daily posts to encourage your audience towards your services. In addition, you can approach your audience in a very innovative way by making polls & quizzes, interesting image-based posts, etc.
There is a considerable demand for memers across social media platforms. So, you can hire some famous memers to create engaging memes regarding one of your best video content.
Offers & promotions are always welcomed. It attracts audiences and raises their interest in your services. So approach them with attention-grabbing offers.
Display advertising is one of the best practices to persuade your target audience. In-display advertising, you should create some attractive, colorful graphical screen on the internet through logos, animations, videos, photographs, etc.
Users always try to find the website or landing page regarding your brand. If you are holding a website, you can easily convenience your niche audience to visit your uploaded content.
Push notifications have a 71% opt-in rate, an incredible opportunity to be adopted.
Email marketing is the result-oriented medium where your reach millions of people by saving your time.
Monitoring your analytics can give you the expected results. Numerous OTT platforms provide analytics. It helps to know about the ROI (return on investment) of your business.
OTT marketing is booming. It is now unstoppable. A study by Roku found viewers of streaming TV in the U.S. could exceed traditional pay-TV viewership in the next five years. The research predicts that 60 million families will watch content on their TV exclusively via streaming services by 2025, which would likely trump traditional TV viewership by then. It aids in providing personalized content for your niche audience. Most marketers are experiencing great ROI while investing in OTT.
Frequently Asked Questions
Q. What is over-the-top marketing?
Over-the-top advertising is advertising delivered directly to viewers over the internet through streaming video services.
Q. How to do marketing on the OTT platform?
Implementing memers marketing, push notification, SEO, affiliate marketing, and tracking analytics are the best sources to do advertising on OTT platforms.
Q. What are the benefits of over the top?
It quickly provides your audience with an unparalleled experience that enhances your lead generation and gives desirable results.
Q. What are the OTT marketing examples?
Display marketing, affiliate marketing, and social media marketing, are the best example of OTT marketing.
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Article | November 20, 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.