Content can be both a successful and integral part of a business, whilst also sometimes being only a one-hit wonder. Adding only short-term value, it is preferable for content to have a long shelf life, delivering value in the long term rather than only generating ‘click throughs’ when fresh.
In order to achieve longer term content, we have some strategies to share…
For long term content, you have to create reasons for their long term engagement with your brand. A good example of this is the car manufacturer, Tesla, as their after-sale service includes anything from online software updates to physical adaptations and additions to the car.
Each of these opportunities for the customer to update their car is also an opportunity for Tesla to stay in touch with their customers, and to gain insights as to how they use and adapt their cars in relation to their personal lives. Upselling is far easier to loyal customers, and Tesla is most certainly building loyalty amongst their users.
Clever personalisation is a great way to bring each customer a brand experience that is relevant to them, however, bad personalisation is a great way to alienate your customers.
Research has shown that 66% of the UK consumers that were surveyed strongly dislike when brands use out-of-date personal information, and 63% dislike when brands get their personal details wrong.
Mass personalisation is all about gathering, tracking and analysing your customers data across all channels – mobile, social, in store and online. Creating a strong presence on social media sites is vital – as the information gathered from here will inform the rest of your marketing tactics for each individual customer.
Another way to personalise your marketing is through a data-driven strategy, where powerful content marketing and management software analyses which topics and products are popular for your target audience, meaning that you can direct your marketing to these areas.
Integrate your data! Having your data kept separately in a marketing automation platform, a siloed application, website analytics or, even worse, your salesperson’s head is a complete waste, as the insights from the data aren’t easy to act on.
On average, a company will keep customer information in six different places, which makes it a struggle to combine and analyse for successful personalisation.
These sorts of internal obstacles are keeping companies from using their data to tailor their brand and products to their customers, so ensuring that your data is managed in a way that is efficient and streamlined.
Marketers need to make their brand stand out from the crowd – getting and maintaining their customers attention. Following the above tips will help your content achieve a long term value, rather than simply an initial spike in interest…