As 2013 proved, brands can no longer fall back on traditional engagement techniques if they want to see a real return. It’s widely acknowledged that the recent explosion of customer touchpoints has brought greater opportunities for brands to interact with their target audience, but this is only the case if they get the approach correct.
Today, competition for the attention of the ‘always on’ customer is fierce. Brands have to contend with trying to make themselves seen and heard by consumers, who are already being overloaded and distracted by content coming from multiple channels and devices.
With traditional marketing methods no longer enough on their own for brands looking to deliver results, 2014 is expected to see content marketing really take centre stage, as more brands realise the need to invest if they are going to take the lion’s share of success over their competitors. Whilst this is by no means new, a vast number of brands have failed to build robust content strategies into their overall marketing approach to date.
With technological development, channel growth and the resulting customer demands showing no signs of slowing, now is the time for brands to ramp up their activity and ensure they have the most effective content plan in place for the year ahead.
It may seem obvious, but a simple way for brands to set themselves apart is through ensuring their content is new, exciting and varied. The starting point for many is often a one-size fits all approach, whether the content is being deliver via Twitter, Facebook or email. This may be due to lack of time, expertise or a combination of both. Whilst it may deliver some success through one of the chosen channels, in today’s multichannel, data-rich environment, it will fail to resonate with the consumer and is unlikely to reap the long term rewards.
Customer expectations have shifted, they demand that brands recognise and respect this by providing engaging content that keeps them interested, and remains relevant as they switch between devices.
This is particularly pertinent as consumers are using devices on the go. The growth of mobile channels and access to 3G and 4G has driven the increased mobility of the consumer, putting greater pressure on the brands to act on their content strategies now. With 61% of emails now opened on mobile devices and smart inboxes, such as Gmail tabs, integrating digital communications, brands must ensure they are delivering consistency throughout the customer journey. Whilst multichannel engagement can deliver huge rewards, messages must be tailored to each specific channel if the strategy is going to be effective.
For example, customers accessing a brand’s mobile website will be looking for different information to those on Twitter and this must be demonstrated in the communications. Using the same message across multiple channels will do little to enhance customer engagement. Making the most of location-based opportunities which ignite the customer’s interest will help keep the brand front of mind. Relating this content to previous searches will illustrate a joined up approach and could be the final incentive a customer needs to make a purchase.
Seasonality presents a brilliant opportunity to attract, engage and acquire new customers, so it goes without saying that brands should take advantage of this and have content strategies in place. Whilst they may not deliver a direct sale initially, it will create a data capture opportunity, which can be reinvested and used to re-engage with the customer at another point during the year. That said, seasonality comes with its own warnings.
Christmas, summertime and Valentines Day provide a call to action for marketers, but a content strategy simply based around hitting these key points within the year will fail to deliver any significant impact on the bottom line or develop long-term loyalty. Like any relationship, customers are looking for brands to get to know them, become familiar with what type of content they want to receive, how they want to be engaged with and above all, act on these data insights to build deeper loyalty.
Content is not just for Christmas; brand activity throughout the year must all work towards building the brand personality. This will ensure the customer is already aware of the brand at these key moments, when sales opportunities may be greater. Neglecting customers for ten months of the year will only serve to create more work as you have to start from scratch each time.
Getting a robust content strategy in place at the start of activity, which is aligned with the wider marketing strategy, will enable brands to deliver consistent interaction with consumers. This leads to more data generation opportunities, which in turn creates more personalised targeting to encourage purchase.
The next 12 months are expected to bring further innovation in the content marketing space, so it’s never been a better time for brands to ensure they are part of it. With targeting becoming more sophisticated, the gap between those investing in content strategies and those that continue to do it half heartedly, or not at all, will become even more evident. True investment now will ensure the customer receives a joined up experience longer term, no matter how they are interacting with the brand.
2014 is the time for brands to draw on expertise and insight to ensure they are delivering new, relevant and, most importantly, consistent content throughout the year to set themselves apart from competitors, keep them front of mind, and generate a positive impact on the ROI.
