For marketers, the current digital media landscape is a blank slate of opportunities, and many of the most successful brands today rely on a multimedia content strategy to surgically appeal to their key demographics. However, the mistake some marketers make is in focusing too much on the medium (prioritizing showing up on any and all social media platforms, for example), rather than the usefulness of the content itself.
If the goal is to actually capture new leads, appearing on a given platform isn’t enough. You need to create content that users enjoy engaging with, including interacting directly whenever possible. In an online marketing landscape packed with brands doing their best to fill every popular online gathering point with their content, competing for the attention of potential customers means putting out content with the right tone and production quality to keep people engaged.
Blog Posts With a Personal Touch
Increasingly, marketers rely on simple Search Engine Optimization (SEO) strategies that prioritize format and keywords while giving little weight to the quality of the content itself. And the reasoning is simple: marketers often prove the value of their work through the number of clicks their work draws in.
Clicks are great! They’re the first, crucial step to getting new customers to engage with a brand. But if the content they find is uninteresting, they will quickly move on to something else. This is why the results of marketing should ultimately come down to leads, rather than simply clicks.
With so much rote marketing copy vying for search priority, there is a golden opportunity in pushing for blog content that follows a strategy more like what some of the most successful social media strategies have adopted in 2018: an entertaining, relatable tone.
Consumer-facing, engaging blog posts should be:
- Humorous when appropriate
- Present a persona that presents a familiar tone for the key demographics targeted by the brand
- Come off as honest; successful brands often explicitly acknowledge that their content is created by their employees, who simply enjoy what they do
- Craft content that is useful for the reader, or entertainment in itself
Essentially, the goal is to move away from cold keyword driven blog posts, and towards original content that provides the reader with entertainment, utility, or both.
How to Leverage Video Content for Your Target Market
Video marketing has long been the cornerstone of old school nationwide and local marketing. 30 second commercials still have their place in digital marketing, especially if your primary demographic spends a great deal of time on digital video hubs like YouTube.
However, the internet provides many more platforms for video marketing, all with unique formats that users engage with in entirely different ways. And the broad demographics of each social media or content platform are startlingly different in 2018, so sometimes the best option is to simply avoid a certain platform entirely and focus resources on one that better matches the brand.
Consider each platform where potential leads might exist, and develop content targeted at each space. For example:
- Instagram users are often wealthier and lean younger, and they tend to engage with marketing content filtered through a familiar face, so collaborations with Instagram power users are key
- Facebook users are older, and they engage with a wide array of video content, so videos with multiple minutes of running time are appropriate
- Snapchat users skew heavily suburban, preferring incredibly short bursts of engaging and comedic content
How to Sustain a Brand-Driven Podcast
Podcasts are a growing space, lucrative for those targeting the 25-54 year olds who represent most listeners and ongoing growth in the space.
Podcasts tend to be at least 30 minutes long, and many popular examples reach out towards the three hour mark.
The issue with using podcasts for marketing is that listener engagement easily drops off compared to shorter format media. Marketers must be prepared with a strategy for putting together content that draws listeners in and provides useful information alongside general entertainment.
The positive here is that podcasts are incredibly low on overhead costs. Once the logistics of production are handled, recording and producing a complete episode take just a few hours a week.
Podcasts also present the opportunity for cross-platform content. Recordings can be livestreamed on Facebook Live, Periscope or Twitch. Strong moments can be clipped and used to create marketing materials for primary platforms like Facebook and Instagram. Generally, podcasts are a fantastic option if your marketing team includes at least one person ready and willing to serve as an on-camera or on-mic personality.
Gaining Leads Through Personable Content
The throughline between each medium discussed above is personable content. Digital media engagement should not be about simply pushing through reams of content with proven SEO utility, but about engaging the people who took a moment to interact with your brand.
Entertain the people behind those clicks, give them useful information that they genuinely appreciate, and involve them as equals by weaving their feedback into your content strategy.