How do you promote your brand content?
With content marketing gaining a toehold in the marketing media mix, it is important for marketers to have a content placement strategy that is focused on direct to consumer.
As a starting step we should make content that is informative, engaging, stimulating, thought provoking, re-assuring, authoritative, insightful and above all is interesting to read or view.
Before we have a content creation plan in place, the big question to ask ourselves is – where do I place this content that I will invest in creating?
You can promote your investment in content creation in the following ways:
Own Website or Online Store
This is a no brainer. Put the relevant content on your website. You can place the relevant content as part of the main content or as a blog or article or buying guide or under FAQs. Find the right section and modify the content to make it most relevant to the section.
Place your content in multiple ways. Some of the examples are:
- Facebook Page
- Google + Brand Page
- As a posting on facebook, google plus, Linkedin and other social media
- On Twitter provided it is relevant and communicates within the character limit
- On visual oriented sites like Instagram
Have an email marketing strategy to communicate with your opted in prospects and customers.
The content generated as part of your content strategy can be delivered to customers, prospects and influencers. This can be done with a few modifications and also by delivering only relevant content based on the target audience.
Email marketing would also need to have the appropriate creative appeal for the content to be read and responded to. And you would need a good service provider who can commit higher email delivery rates.
- You will need to ensure that you adhere to any Personal Data Protection Act that may be applicable in your territory.
Communicate with your existing customers enrolled or who have opted in to receive mobile messages.
Content communicated through this should be brief and relevant. Preferably make the mobile marketing content a subset of the master content. And make it interactive so that consumers may be able to write back to you via SMS.
Make it light and easy and change the patterns of communication so that the recipient stays engaged.
Take care while using this medium as it may require you to pass your list through a Do Not Call Registry before you can send any marketing messages (even to your existing customers).
Have a Blogger Relationship Management plan in place. Give your content to bloggers who are connected with you. Try and create segmentation within the blogger outreach and blogger relationships. Use this segmentation to decide the content feeds to the appropriate bloggers. This will ensure that the same content is not going to all the bloggers. Also give the bloggers guidance and tips as to how the content provided by you is relevant to them and their blogs i.e. make it easy for them to select your content over others
Slide Share, YouTube and others
Depending on the media, you should look at creating a channel on YouTube and put original videos on your channel. Also make presentations from your content and place these on sites like Slideshare.
You can also sponsor content and have it placed in the relevant websites that have the right target audience for you. These can be news sites, blog sites or portals. Content partnerships with such websites would involve your paying for content creation and also for placement of such content within the site. Consumers may not know about this arrangement as they assume that the content is provided by the website owner. And as such this content may have higher credibility if the website itself has high credibility.
In-store and Sales Team Collaterals
Spread your content marketing into your physical stores. Take the opportunity of communicating with store walk in customers. If you own the store you have greater control and flexibility. If you are a shop in shop or have a display counter, then use this presence to communicate with customers and prospects. Some of the ways to do this is
- In Store Television
- In Store Kiosk with information
- Ipads and Tablets with Sales Reps
- Good old fashioned printed brochures
- Shelf labeling
- Product Tag On
- In Store Announcements
One of the often-overlooked opportunities is to communicate with customers who are reaching out to the contact centre. Ironically the contact/call centre is meant for customer communication. However the communication is usually more about solving a problem or providing product or service information. Here are some ways in which you can spread your content communication:
- Hold Music or announcement messages
- Making it a part of the phone representatives messaging. For example adding a message at the end of every call
- Delivery of content through web chat
- Giving customers an option to click and enter into a video call with the product demo representative
Independent Website created by your brand
Some brands may also invest in creating a website or company blog or micro site that may not be directly connected with the main brand or company website. These may be to focus on specific consumer needs or consumer segments. E.g. a Spices brand may set up a recipe site.
Since these are not directly associated with the brand, they will build their own following and credibility and can be used as a source of traffic to the company site
Content creation and placement goes hand in hand. Have a comprehensive content placement strategy and plan before you embark on content creation.
Content Marketing requires will power and budgets! This is required for creating the plan, testing the plan, creating the content, making adaptations, creating relevant materials and having the content placed appropriately.
As a marketer you may not be able to easily assess the Return on Investment (ROI) on content marketing. It requires an understanding and acceptance that it is not easily quantifiable as a marketing initiative when compared to paid search and other digital marketing initiatives.
Hence it requires faith and patience and above all a commitment to make a continued investment over and extended period of time.
Have a good content placement strategy. And find and deploy the right partners who can assist your management with this. A good content marketing strategy will build organic traffic to your website and play an integral role in building your brand with the digital consumer.