Crafting a Compelling Content Marketing Strategy
You have the branding. You have the campaign strategy. You have a great product. So why are your experiential marketing efforts not attracting and retaining its audience?
The buyer’s journey can be a long one, with plenty of opportunity for detour on the road from awareness to purchase decision. Our world is fast-paced and attention spans are shortening. Not only that, there is competition constantly vying for your audience’s already limited attention.
You create brand experiences to enhance brand awareness and increase sales. But you are still struggling to convert consumers to loyal buyers and brand advocates.
Your audience is overwhelmed by choices. Each event experience begins to blend into the next. Each product begins to appear the same as the next. Each brand begins to sound like an echo of the next. When all their options begin to look the same, audiences struggle to decide which product is best for them. They become paralyzed by their options and frustrated with the buying process.
So how do brands rise above the noise to make their voice heard?
A content powerhouse.
Content marketing is a key component to any brand strategy. It is next to impossible for audiences to connect to a product or a brand unless they first connect to its brand story. To
break through the chatter and enhance audience engagement, brands are carefully planning their content strategies.
Not only does this allow brands to establish themselves as a credible industry voice, it cultivates enduring relationships with their consumer base. When organizations use honest and meaningful content to tell their brand story, they facilitate a profound connection between their audience and product.
How do you capitalize on this 2017 trend?
- Brand Story: Take advantage of event marketing, but ensure the content of the experience has a story that is authentic and true to your brand.
- Engagement Strategy: Hone a message that extends beyond your event, evoking an emotional response and sparking curiosity about your product.
- Data & Insights: Translate the raw data you gain from events into actionable audience insights.
- Digital Integration: A little bit of digital technology can go a long way if the content is strong and the digital channel is purposeful.
- Immersive Design: Captivate your audience. Quality of content is important, but without strategic and creative design, your audience may never read that first line.
If you employ these tactics and invest in rich content, you’ll build a strong foundation for the consumer relationship that lasts year after year. Your brand has something worth sharing. Let the rest of the world know too.