Reimagine Content

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“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

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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.
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15 Step Checklist For Content Marketing Workflow

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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

Ten Last-Minute Halloween Content Marketing Ideas

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Content marketing Ideas for Halloween, for your brand could range from creating a haul video to posts about your new product launches for Halloween. Content that is usually shareable has usefulness with relevance, however, for Halloween there is greater creative flexibility with publishers looking at newer ways to engage the tricking and treating shopper. According to iON Interactive, “the shift in the buyer’s journey, away from dialogues with salespeople to more self-service research and evaluation in digital channels, now puts the onus on marketing to provide more consultative and useful interactions.” Social Media channels and Content Marketing bridge the information gap for digital audiences. Here are ten last-minute content marketing ideas for you to be creative with your content marketing this Halloween.

Halloween Pranks Video

Create a Halloween Pranks video featuring your products to engage the shopper. One of the popular creative ideas could be Video linking your brand campaign with Halloween.

Snickershalloween
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