In this “Idea Factory” series, we will explore various industries and talk about what content can be added to their current content strategy to help them stay at the top of the mind of their past, present, and future customers/clients.
Here’s what you need to consider:
1) All of the information in this blog does not create a full content strategy. They’re content ideas that you can add into your current defined strategy to create emotional buy-in with your audience.
The ideas below can be added as PART of your content strategy, but you still need to have a full out marketing strategy defined.
For instance:
- Do you have a defined brand strategy? If not, STOP RIGHT HERE and create one! This is a CRUCIAL step that speaks to every part of your marketing campaigns for as long as your company exists!
- Do you know who you’re trying to reach?
- Have you decided on the messaging you want to create?
- What are the results you’re hoping to achieve?
- Do you have a customer journey mapped out?
- Do you have your funnel created so that you know what content goes to which phase?
- Have you decided which mediums you’re going to use to execute your marketing messages?
- Have you created all of the graphics and videos that will accompany your copywriting?
- Has your website been updated to reflect the current campaign?
2) As of this writing in October 2022, video content is still king, so use it to its fullest.
The one thing that continues to be true is that video is still the number one type of content that is consumed. Video content far outweighs the organic reach of photos, links, or plain text for our clients, so we can see that video is still heavily weighed when it comes to the current algorithms.
What does that mean for you? You should be utilizing video AS MUCH AS POSSIBLE.
Video helps people to see your face, hear your voice, and make that emotional connection that being face-to-face can provide.
3) As of this writing in October 2022, TikTok is the most popular social platform in terms of minutes spent by US consumer. YouTube is next on the list.
TikTok is taking over the world! Haha!
Well, even if they’re not taking over the world, US adults spend the most time on their platform.
Right away, I can hear your push back… “TikTok is for kids.” “I can’t dance.” “I don’t know what to post on there.”
First, know that adults are the fastest growing demographic on there!
Secondly, we’ve seen several businesses KILL it on TikTok by sharing tacitcal information, inspirational content, and humorous videos.
Don't miss out on organic and paid opportunities on TikTok.
4) With the economy acting fickle at the moment, increase your marketing budget if you can afford it! Many advertisers will pull their marketing dollars. When that happens, there will be MORE room and less clutter in the feed. Take advantage of that!
If you can afford to, the last thing businesses should do is STOP advertising when business is down. That’s like cutting off your oxygen when you’re having problems breathing.
If your business is down, wouldn’t it make sense to try to reach new audiences or strengthen your relationship with your current and past clients/customers?
We know that, right now, budgets are tight. But, just because the ad budget may be a lot smaller, it doesn’t not mean that you should completely stop advertising.
If you DO have some budget, amplification of your content (i.e. Facebook ads, TikTok ads, LinkedIn ads, etc.) can help you reach new or former customers and clients.
Don’t pull back your advertising. Be on OFFENSE in reaching new people, not defense.
5) Creating and distributing helpful content that gives your end consumer VALUE in their life is the MAIN foundation when it comes to creating your business’ or your content strategy.
Your audience doesn’t log onto social media to learn more about your business, learn about your promotions, and learn about your newest offerings and specials.
They log on to socialize and build connection with family and friends.
They follow pages because their content gives them actionable advice and value that they can implement in their lives.
They’re looking for hope in desperate times.
This is why your strategy MUST be focused on helping your audience where they are now and how you can make their lives better, not only now, but for the future.
Less sales information.
More value.
This should be your overall strategy when we’re NOT in the economic downturn, but it’s ESPECIALLY important right now.
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