Content has always been king. In current times, quality content is second to none, especially when it comes to online marketing. Here are a few best practices to create content that works and will fit in well in the marketing mix:
- Content Brand as against Branded Content as against: Gone are the days when branded content would get you the desired engagement. It is important to transform your brand into a content brand, which essentially means that you need to showcase your expertise in your vertical by putting out well researched and informational content. Informational content posted consistently in the form of articles, blogs and infographics will help establish your proficiency and competence in your vertical.
- Conceptual Campaigns: Every once a while it is important to elaborate on the concept of your product or service in a creative manner. If you look at some of the most viral campaigns such as that of Zomato or Paper Boat, you will notice that the graphics were more down the lines of conceptual creativity than anything else. This helps a brand to connect with the masses and ensure a high TOM value.
- Consistency is key: You don’t have to necessary post across all social channels every day, but it is important to be consistent with quality content. With good content going out at regular intervals of time, the traction in terms of engagement and clicks will be high. In order to do this, it is important to create a content calendar with content across various content buckets. For most brands, content buckets can be defined as:
Brand: Content around brand assets such as mission, vision, values
Product or services: Branded content around the USPs and benefits of the products and services offered by a brand
Achievements or Milestones
Success Stories: Testimonials, case studies and reviews
CSR: Holds true for bigger brands and has a big impact
Team and work culture: It is always good to talk about the people involved in the making of a brand and the work culture of a brand - Influencer Marketing: Blogs and articles by industry experts always has an impact on the social and SEO score. Apart from that it adds value to the authenticity of your brand’s content. Look for relevant influencers and partner with them for quality content as per the vertical that your brand operates in.
Content is and will always be king. Content marketing is an art and only the brands that get it right succeed on social media. With quality and consistency, you too can succeed with content marketing. So keep at it and ensure you do not give up.