Content People Like to Consume
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Whether its reading newspaper headlines, skimming any magazine, checking emails or watching a video on a social handle, ways of consuming content have been changed at a rapid pace. Now marketers have to identify smart and innovative ways to promote their content. Refer this article for some of the tips of creating engaging content.
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Content marketing is focused on providing useful information to consumers to build relationships and drive engagement. Section one discusses how content marketing:
- Makes consumers feel closer to companies and builds trust through custom content.
- Needs to incentivize sharing and drive actions like clicks, shares, comments and purchases.
- Should be thought-provoking, researched, interactive and current to effectively engage audiences.
- Requires understanding audiences and experimenting with different media like audio, video, text and graphics to determine the most effective formats.
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Content Marketing: Is there content available on the website to attract visitors and generate links because it offers value to prospective leads?
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Marketing Funnel: Are there offers for visitors to enter the marketing funnel at every stage, not simply the bottom, sales stage?
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Believe me, I know, as these are some of the clients I work with. It can be really tough to come up with ideas, and it really makes me jealous when I see other people in my team having an absolute field day coming up with creative, exciting ideas for our B2C clients.
It’s easy to see B2B and B2C as worlds apart, but the truth is that it doesn’t have to be like that. In fact, there are many ways you can adopt B2C marketing tactics, and make them work for your B2B audience.
With that in mind, here are four things that B2B marketers can learn from their B2C counterparts, with some examples along the way.
Read the full transcript at:
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- Makes consumers feel closer to companies and builds trust through custom content.
- Needs to incentivize sharing and drive actions like clicks, shares, comments and purchases.
- Should be thought-provoking, researched, interactive and current to effectively engage audiences.
- Requires understanding audiences and experimenting with different media like audio, video, text and graphics to determine the most effective formats.
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Believe me, I know, as these are some of the clients I work with. It can be really tough to come up with ideas, and it really makes me jealous when I see other people in my team having an absolute field day coming up with creative, exciting ideas for our B2C clients.
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- The most mentioned content marketing challenge is finding enough time and resources to create content.
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👨🏻💼Meet Our Speaker - Alice
Alice is the Head of marketing in APAC, Content Solutions, at The Economist. She oversees the strategy and amplifications for content marketing campaigns in the region. She is in charge of social media, email marketing, and PR of sponsored campaigns, and she works closely with the advertising and events team on integrated projects. She has led amplification efforts for successful integrated programmes such as the Safe Cities Index.
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Chapter 5 presentation
Social media has become an important tool for advertising and marketing. Companies use social media to target large audiences, build relationships, and earn positive reviews that can be converted into sales. However, companies must communicate with audiences in a human voice and manage risks, content, and customer complaints professionally on social media. Measuring engagement, branding, and integrating marketing strategies across different social media platforms are important for achieving return on investment and cost avoidance through reputation management. Case studies show successes like Wendy's pretzel chicken campaign and failures like KFC's ill-advised hashtag challenge the importance of real-time response for social media strategies.
Chapter 5 presentation
Social media has become an important tool for advertising and marketing. Companies use social media to target large audiences, build relationships, and earn positive reviews that can be converted into sales. However, companies must communicate with audiences in a human voice and manage risks, content, and customer complaints professionally on social media. Measuring engagement, branding, and integrating marketing strategies across different social media platforms are important for achieving return on investment and cost avoidance through reputation management. Case studies show successes like Wendy's pretzel chicken campaign and failures like KFC's "I Ate The Bones" hashtag illustrate lessons about considering audiences and maintaining positive interactions in real-time social media.
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Content People Like to Consume
- 1. Content People Like to Consume By: Navdeep Trivedi and Hariharan Vijaikumar
- 2. Todays consumers have a strong appetite for good relevant content and high resistance to so called hard sell Source: Placester
- 3. How to create content? 1.Content should be Data Driven 2.Content should be intelligent 3.Power of Employee Advocacy 4.Power of Influencers 5.Collaborative Approach of creating content
- 4. 1. Content should be based on data driven metrics What time people consume which content Source: Moz
- 5. Content evaluated on data driven metrics Time to move from “cost per click” or “cost per thousand impressions” model and adopt “performance –based- advertising model” Marketers use intelligent algorithm to introduce metrics to measure and map the buyers journey as against measuring CPC and CPM. If building brand loyalty is priority, then marketers can measure retention rate and % of revisiting customers Source: LinkedIn Content Marketing Council
- 6. 2. Content should be Intelligent: Innovative and Clutter breaking Relatable Moment Based Emotional Focus on Quality and not Quantity. Content should be well thought through and highly directed.
- 7. Content should be innovative and clutter breaking 7-second attention span is passé. Millennials are scrolling through 200 yards of news feed every day with an attention span of less than 3 seconds Content should stand out from the noise. So do the unexpected, be unique without being obnoxious. Vodafone #LookUp for real conversations
- 8. Content should be Relatable #KhaanaKhaaya - iD Mother's Day If your content is not appealing to your audience on a personal level, it will be overlooked.
- 9. Content should be moment based Brand should leverage current topics Amul is known for coming up with poster ads that make puns on topical issues. Amul Girls is always featured in the content to signify that the opinion being voiced is Amul’s.
- 10. Content should be Emotional #WhatsYourDiwaliDelight – Make your presence felt – Loved Ones Any buying decision is 80% emotional and 20% logical
- 11. Rise of video based content With greater adoption of native video, brands need to figure out what serves their marketing goals better – short, snacking videos or longer ones. Source: LinkedIn Content Marketing Council
- 12. 3. Power of Employee Advocacy 57% companies won’t hire a social media ghost Brand messages distributed by employees are re-shared 24 times more often than the brand itself distributes the messages Click through rate of the content shared by an employee is 2 times higher than when the brand shares the same content Brands should create plans and processes to involve their employees in content creation and distribution.
- 13. 4. Power of Influencers Not all audiences want to be sold to, and not all clients have a budget large enough to reach everyone. In these instances, adding an influencer marketing campaign can be a great way to solve these problems. Influencer marketing leverages the expertise or reputation of an individual to benefit a brand. Source: Digital 22
- 14. 5. Creating collaborative content properties Ambulance First by Fever FM & Fortis Hospital Lawreto – A platforms that connects lawyers across the country with users Accor Hotels creates content through their travelers Liveinstyle by Diageo