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Your Fans Have Spoken: Start Creating Audience-Centric Content
Content Marketing Remix: 4 Things Every Brand Should Do
Let’s Get Personal: 3 Ways to Capitalize on the “Netflix Effect”
Want to Be a Content Rockstar? Follow These Measurement Tips
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With an audience-centric strategy, you can start creating content that connects...and converts. Dana Harder, VP of Strategy at Content4Demand, gives us the scoop:
What does being audience- centric mean, exactly, and why is it so important?
To cut through the clutter and truly resonate with buyers, brands need to create content that’s timely, relevant and responds to some sort of need. That’s what being audience-centric is all about — using buyer insights, their needs, goals and pain points — as the foundation for everything you do. It should guide your content ideas, the formats you use, the amplification channels you use, your approach to design — everything.
DH:
How can content marketers build a foundation for audience-centric content?
There have been a lot of discussions around the value of personas. I personally believe some form of audience documentation — even if it’s just a high-level profile — is critical. These insights can help you build your messaging, which should be your key source for content ideation and brainstorming.
What if a brand already has lots of content? What can they do to make improvements?
You don’t need to start from scratch to be audience-centric. Once you have your high-level buyer insights, use these to audit your content to gauge alignment to your target audience, buyer stages and even specific topics. Determine what content you can use as-is, what you can update to be more relevant and what you’ll need to create from scratch.
Do you have any final tips to help marketers see success?
The final thing I will say is the journey to audience-centricity is never done. Your buyer is always changing and their desires and preferences today may be vastly different a year from now. It’s up to you to assess and reassess your approach and ensure that you’re creating content that truly connects.
Your Fans Have Spoken:
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Audience-Centric Formats You Need To Add To Your Catalog
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Do you ever get sick of creating the same old cycle of E-books, white papers and case studies? Your buyers are sick of it, too. Unleash your creative spirit and inspire your audience with these four new content trends and storytelling tactics:
MAKE YOUR CONTENT INTERACTIVE
Give your existing content a makeover or create entirely new pieces incorporating interactivity. Mobile-friendly experiences, animations, builds and other components make your messaging more memorable and allow your buyers to get hands-on with your content.
1.
REIMAGINE THE CLASSICS
There’s always room for the tried-and-true static formats you’ve used and loved over the years. But there are new ways you can remix and reimagine them to align with new buyer preferences and behaviors:
4.
If an E-book and an infographic had a baby
EMBRACE AUDITORY STORYTELLING
Capitalize on the rising popularity of podcasts by creating your own! That’s right, you can engage your audience on an ongoing basis by creating a podcast series that spotlights relevant trends and experts in your field. Want to get really daring? Stray from the traditional interview model and create your own podcast drama series featuring a cast of characters.
2.
TAP INFLUENCERS
Partner with authors, speakers, practitioners and other experts in your field to create one (or several!) content assets. Heck, you may even have influencers in your own company. The key is using their insights in a helpful and authentic way. You’ll see a boost in buyer engagement, brand perception and overall trust if you do.
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A snackable, interactive version of a checklist
Interactive, responsive-designed long-form assets
A mashup of your best case studies, in one experience
G-books:
Listicles:
iPapers:
Case study portfolios:
Hall of Fame
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It’s rare to stumble across someone who isn’t subscribed to Netflix. In addition to stellar original content, the brand has totally nailed the customer experience, giving people the power to choose their own media journeys. Our growing love for the streaming service has created a “Netflix Effect” in our professional lives, and your buyers are expecting similar experiences when they interact with your content. Want to capitalize on this new media movement? Here are three ideas to spark some inspiration:
We all love a good binge-ing session where we go through 10 or more episodes of our new favorite TV shows. You can tap into this new fad by creating binge-able content experiences that allow people to consume as much content as they want. Some ideas include:
Create binge-able experiences:
Create personalized content hubs that are curated to feature topics most relevant to buyer behaviors and interests
Turn emails and landing pages into tailored toolkits that tout several assets focused on specific topics, trends or themes
Recommend similar content in follow-up emails, akin to Netflix’s “because you watched...” model
Leverage account-based marketing (ABM) strategies to resonate with buyers on a deeper level — just like Netflix’s recommendation engine. Prioritize key accounts and find ways to tailor content based on their level of importance.
Hyper-personalize content
Repurpose and reversion content for specific industries
Add company logos and personalize content titles
Tailor all content by incorporating company-specific information and customized recommendations
Netflix brings you down a media rabbit hole by promoting new and similar content after you watch a movie, TV show or comedy special. Take cues from the master and never create content dead ends again. Always include calls-to-action within your pieces that lead to follow-up assets. These content rabbit holes could be focused on the same topic, a complementary topic or have messaging based on the next stage of the buyer’s journey.
Reimagine the CTA
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3 Ways to Capitalize on the “Netflix Effect”
f you saw the word “measurement” in the headline and started to grumble, I promise…you’re not alone. Content measurement can be hard and, frankly, sometimes it flat out sucks. But as content marketers, we’re feeling the pressure to prove the value and impact of every asset we create. So, sad to say, measurement is here to stay. And more than ever, we content marketers need to measure in order to keep creating content. But what if I told you measurement doesn’t have to be so hard? There are some standard tips and practices you can follow to ensure your content is fitting the bill — especially as you invest in new content platforms and formats.
This is probably one of the most foundational rules of content measurement. Pay close attention to email opens, clicks and click-through rates. Results not impressive? Test different subject lines and messaging tactics for your body copy. Testing away and content still isn’t performing well? You may have to take a hard look at your content.
Look at email engagement
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If you decide you need to take a closer look at your content, look for small changes you can make that won’t take up a lot of your bandwidth. Begin by tweaking headlines, then imagery…then get laser-focused on your body content.
A/B test the day away
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Interactive platforms help you create more engaging and memorable content. They also provide a wealth of data around visitor engagement, including links clicked, total time in content, time on page, videos played and more. These metrics paint a colorful picture of how your content is performing, including what resonates…and what doesn’t.
Capitalize on interactive formats
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Measurement shouldn’t be done in a vacuum. You should apply your learnings to all areas of your content marketing strategy, including your personas, messaging, and your future content creation.
Apply your learnings
4
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These are small, yet impactful steps that will get you on the path towards becoming a content rockstar. Hopefully with time, you’ll start to actually like measurement.
Want to Be a Content Rockstar?
Follow These Measurement Tips
