Common marketing wisdom says that the best way to reach your customers is through a stellar content strategy. You make sure to tweet a certain number of times per week and blog regularly. You post on Facebook and update your Instagram. As soon as a new social media trend catches on, you bring your brand on board. Unfortunately, this kind of content strategy isn’t enough. You’ll just get increasingly lower returns until the cost is prohibitive and your company gives up or flatlines in terms of content marketing.
That’s because content strategy alone isn’t enough. We are inundated with so much marketing across every channel, every day that the average consumer is simply burnt out. Just having a presence on all channels and mapping out an inclusive content strategy doesn’t accomplish any goals of connecting with your market. It simply creates noise.
Effective content marketing enhances the consistent way that people experience your brand. It’s not just about the content that you produce; it’s about how your brand is made tangible through these experiences. Consider any effective marketing campaign. The content must be good, sure, but the reason we connect with these campaigns is that the brand resonates with us on a deeper level. All the content pushed out on our many marketing channels must be authentic to the brand and imbued throughout the entire company. It’s why things like the DOVE beauty campaigns ring true. All mediums provide quality content and consistent messaging, even if they don’t embrace the social media platform of the week.
To make your content marketing work, you must produce quality experiences on every channel, delivered seamlessly. In terms of brand reach, quality always trumps quantity. A million tweets that don’t serve your overall branding only dilute the message, even if it seems like you are attracting attention. Unless marketing is directing the customer experience, it serves no purpose at all.
That’s why you need to construct your brand purposefully. Every single piece of content you produce becomes a part of the customer experience, intentionally or not. You need to make every post count. Creating a presence online is easy. Cementing this presence in the minds of your customers is much more difficult. Unless your content marketing strategy comes from a place of authenticity and really shows what makes your company worth a second glance, it gets you nowhere.
If your content marketing strategy isn’t getting any traction, you may have fallen into this trap like many other companies trying to keep up with today’s evolving technologies. Luckily, you can turn these results around by connecting with your customers on a deeper level through your cross-channel content strategy. Talk to one of our content marketing experts to find a way to make your content marketing strategy make a lasting impression.
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