Companies today are investing more energy and time on content creation and delivery. The volume of information flung at people daily can be staggering, if not paralyzing. Social media platforms continue to hone algorithms to deliver desired content, while attempting to box out the noise. For some companies, this is an obstacle. For others, an opportunity.
Reviewing the measurement results of your content strategies (social media channels, lead generation, etc.) can help determine which engagement practices are functioning versus those that may be failing. Measurement also highlights the type of content that supports your digital community growth and attracts leads and followers.
The average time you have to make a digital impression is three minutes. Research proves that the most desired content showcases how potential customers benefit from your service, product, or solution. Will your product improve lives, make business more efficient, or increase productivity or desired outcomes? When building a content marketing strategy, keep these tips in mind:
1. Measure your results.
I can’t stress this point enough. The “spray and pray” method of content delivery is finished. Dead. Buried. Your content isn’t valuable unless you can prove that others think it’s valuable through analytics. Review metrics to ensure that the money and time you invest in content creation and delivery is working for your company, not simply sucking your budget dry. Data doesn’t lie. Seek out patterns and look for holes. If leads aren’t properly channeling through the sales funnel, figure out why. If you aren’t gaining subscribers from e-books, consider their value. Use data to intelligently determine which inbound strategies work and build upon them.
2. Diversify the content you use.
Some companies blog; others leverage social media; and others benefit from video. Once you determine what seems to be working, take those ideas and diversify them to keep your content fresh and engaging. For example, a bakery that has a popular Instagram may further advance its digital strategy by adding video, stories, and photo collages to the mix. Additionally, by collaborating or linking to cooperative businesses (ingredient wholesalers, restaurants, shops), the company can hyperlocalize its stream, adding more value for the immediate community. Watch your metrics to see which strategies work well and build your audience, community, and sales funnel.
3. Infuse content with personality.
Dunkin’ Donuts has a savvy content marketing program in place. From mobile apps to social monitoring, the well-known coffee-and-donut behemoth makes a point to invest in every engagement. Brands that build community gain something very special. Dunkin’ Donuts knows that to maintain those relationships, engagement is critical. It doesn’t simply use chatbots or automated responses; the company infuses personality into engagements, further rewarding clientele on a personal level. Try different engagement avenues to meet and greet your audiences to determine pain points, while reassuring them and providing remedy. Track how, why, and when individuals are engaging your company to determine best practices as well as areas for improvement.
Content is important and more relevant than ever. As experts in earned, owned, and shared media (social media, online reviews and user generated content on channels and sites you share with other companies and individuals), Axia Public Relations tailors campaigns and programs to support your business goals. Download our guide to inbound marketing to understand how a PR agency can help turn your organization into a well-oiled content delivery machine.
Clients love Wendy’s compelling writing. She has nearly 20 years of experience in technology, business, consumer and nonprofit public relations. She serves on the Massachusetts Down Syndrome Congress PR Task Force and is a culinary enthusiast and champion for the special needs community. Wendy has worked with Axia Public Relations since September 2014. Learn more about Wendy.
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