Reimagine Content

Standard

“The pandemic has changed consumer behaviors, some permanently. We have seen a consolidation of shopping trips: in China, for example, the number of transactions in grocery declined by 30 percent during the pandemic, while the average value per transaction increased by 69 percent. In the United States, e-commerce availability and hygiene considerations are increasing store switching behavior, with 17 percent of consumers shifting away from their primary store. Many customers have also tried new omnichannel models: buy online, pick up in store (BOPIS) grew 28 percent year-over-year in February compared with 18 percent in January, and grocery delivery is up by 57 percent. More important, many of these new engagement models are here to stay. Consumers report high intention to continue using models such as BOPIS (56 percent) and grocery delivery (45 percent) after the pandemic.”

With Omnichannel and Digital first approaches, it’s imperative for brands to reimagine content across channels to offer a seamless experience.

Some of the content trends that are emerging to make the customers experience across touch points seamless are:

Personalization

Customers expect personalized messaging from brands to stay connected with brands during these troubled times. Conquer personalization with these five steps:

Collect Data on your customers

Build Personas

Use Dynamic Content

Choose your channel

Use personalized messaging

Gamify your Content

Engage audiences with gamified content. Offer content that increases user engagement. An example of this is Virtual workout offered by Nike China. Nike China activated its digital community by offering virtual workouts and saw an 80 percent increase in weekly active users of its app.

Use Video Conferencing

Businesses can make greater use of video conferencing to bring the in-store experience online. Customers expect to get individual attention and bringing in store experience online is a great way to keep the customers engaged.

Use Innovative techniques

Make use of new technologies to engage users with content that is innovative. Jewelry brand Kendra Scott is tackling that problem by launching a new platform, Virtual Try-On, which uses augmented-reality (AR), machine-learning, and computer-vision techniques.

Create Content for Bots

The use of Chat bots has gone up during the pandemic and brands need to connect with audiences via the bots. Publish content that meets the customers needs requires insights for their top most concerns. Listening to your customers can help understand their fears that can be addressed via chat bots. Additionally product queries can be better answered with a product inquiry bot.

 

Five Key Components of Effective Content Marketing

Standard

Designing content that is likely to be referred and shared, for Content marketing that brings results, here are the Five Key Components.

Content Marketing Objective

Define your Content Marketing objective and  understand the reasons your audiences are likely to share your content. Create a check-list for each content marketing effort to understand the purpose of your content. A simple checklist can help you understand the content and the reason it is likely to be shared. An easy way to decide on your content marketing is to see where your content resides among the following key reasons; usefulness, discovery or reliving experiences.
Continue reading

Content Marketing Strategy Framework

Standard

Content Marketing Strategy Framework that enables brands build scalable operation and  serve the right content at the right time involves a five-step process. The questions that your Content Marketing Strategy needs to answer are:

The five steps in Content Marketing Strategy framework are

Purpose & Goals – Defining the purpose for your content. The question you need to answer is ” How we can create Business value from the creation of an engaged audience”
Audience – Defining the target group for your content and how they derive value from your content
Story – What are the unique ideas for your content for each stage of the buyer journey
Process – Process lays down the format for activating your plans
Measurement – Measurement includes gauging your performance and optimizing your efforts.

framework

With the Content Marketing Strategy framework, marketers are able to work out Content Marketing Strategy Statement that is aimed at a cohesive approach for Content Marketing efforts. Here is an easy template to help you work out your Content Marketing strategy statement.

content-mktg-strategy-statement
Use the Content Marketing Strategy statement to choose topics and add the same to your editorial checklist.

Purpose and Goals

content-purpose

Purpose and Goals answer the reason for Content Marketing that could range from Increasing revenue to  boosting sales or deepening Customer loyalty to raising awareness. Content Marketing Purpose centers around the value proposition that your content brings with a view to creating value from an engaged audience and answers the question “Why are we creating the content in First place?’

Audience

audience

Define who your audience are and whom you are targeting with your content to turn them into subscribers. Some of the questions that you need to answer to get a clear picture pertain to understanding the needs, behaviors, current user state and any other defining characteristics.

Story

story

The story is a unique idea that lets you monetize audiences that gather around it. The story focuses on Why it happened. A story is a selling tool that is intended to deliver business value. With a story you can deliver unique business value by building customer relationships. With an effective story, brands can build thriving customer communities. At the heart of the story, is Value Creation and purpose. It does not necessarily have a beginning or an end. The story is a way to build a rapport and earn Trust of customers to turn them into loyal fans and supporters.

Process

process1

The Process is an operational plan that will enable your business to meet the Content Marketing requirement. The operational plan lays down the steps involved in publishing content and the order in which they should be executed. The process is a step-by-step plan that spells out the owner of each task for the team involved.

The Process also covers modus operandi for producing different content format and the best practices that should be followed. The Process also lists stakeholders (Creators/ Contributors and Distributors). The level of support, resources required and timelines form the Process for Content Marketing. It includes Site Navigation, standard routing process and work-flow, required Team and Skill set,  Editorial Style and communication guidelines, Channel Plan and required tools and systems for optimal production and creativity.

Measurement 

measurement

Measurement comprises of Key Performance Indicators and Metrics that help you ascertain your achievement of goals within a timeline. Determine the goals that are required to be achieved to eventually deliver on Key Performance indicators. E.g. if you are required to get to a rich audience database prior to generating qualified leads, you need to measure your performance for the goal of a rich audience database.

15 Step Checklist For Content Marketing Workflow

Standard

cmw2Documenting and Sharing Content Marketing workflow can save time and can create a cohesive content marketing approach within an organization. At the same time documented workflow provides structure to your processes increasing execution efficiency. Here is a 15 step checklist for ensuring that you have fixed the ins and outs of your content marketing process.

Stage 1: Requests and Strategic Ideation

Have you identified and included the key members of your team, relevant stakeholders in the ideation process?

Have you created a central source for submitting content ideas such as contentideas@yourcompany.com for receiving all content ideas which can thereafter be prioritized?

Have you created a central repository of ideas? Have you detailed who needs to approve the ideas?

Have you streamlined a workflow for all ideas such as brainstorm ideas, cull ideas and fill out content brief etc.?

Stage 2:  Prioritization

Have you chosen your person or team responsible for prioritization of ideas. This could be Content Marketing Manager or person with similar responsibilities.

Have you mapped how and when to communicate priorities to your team members?

Have you created a workflow of how, when, and who will add content to your editorial calendar?

Stage 3: Creation

Have you identified Milestones in your content process? Milestones are key accomplishments such as writing, approvals and design.

Have you split Milestones into smaller tasks such as outlines,  drafts and approvals?

Have you outlined who is involved at each stage of the process?

Stage 4: Publication and Promotion

Have you identified the right channels of distribution? Social media? Paid advertising?  Email nurturing?

Have you aligned the content for each channel of distribution?

Have you identified who is responsible for each stage of distribution?

Stage 5: Content Organization

Have you chosen a single storage location for your files?

Have you created standardized naming convention for your files?Have you decided on organizing your files? Which files should go to which folders in which places? Have you decided on person in-charge of organizing and filing the final files in your storage system?

Also see: How To Document Your Content Marketing Workflow

 7 Steps To Create A Workflow For Your Content Strategy