Three Counter-Intuitive Content Marketing Strategies that Work

Three Counter-Intuitive Content Marketing Strategies that Work. Adam Weinroth, CMO of OneSpot outlines 3 effective areas content marketers should keep top of mind to ensure that their content resonates with the customer In the quest to continually engage and build loyalty among consumers, brands are creating and serving up volumes of branded content across the web, social channels and email. Here are three counter-intuitive content marketing strategies to keep in mind: Mining the Archives It's all about what's trending right? In the case of classic recipes, however, this content continues to have high value. They are also easy to re-target, once a consumer has expressed continued interest. In recent years, focusing on nostalgia marketing has become an effective strategy for marketers in categories including entertainment, fashion and food. With the advent of machine learning, brand marketers can serve highly personalized, relevant content at scale and archived content can become new at any time a consumer expresses intent. People expect every digital experience to be individually relevant. Whether it is a classic recipe, a viral video tapping into the nostalgia of popular toys of the 1990s or a how-to article, the most successful branded content resonates because it serves the customer and is more enjoyable or useful than self-serving. Keeping in mind the advantages of these not-so-obvious strategies: Trending content is not always the most appropriate content for consumers who may at a moment in time instead favor more evergreen or nostalgia geared content Done right, content can explicitly revolve around a product Niche content can be far reaching with the right personalization and data strategy to deliver content based on past user behavior, marketers can build long lasting relationships with customers - giving individuals more of what they care about and less of what they don’t

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Adam Weinroth, CMO of OneSpot outlines 3 effective
areas content marketers should keep top of mind to ensure that
their content resonates with the customer

In the quest to continually engage and build loyalty among
consumers, brands are creating and serving up volumes of branded
content across the web, social channels and email. In fact, seventy
percent of content marketers are
creating more content
than they did a year ago. At the same
time, brand marketers are wise to examine how effective branded
content is, questioning its lifespan, when that content is still
relevant and whether or not it should be retired. Marketers may be
surprised to learn that older content isn’t necessarily a bad
thing. If the content strikes a chord, it doesn’t matter how old it
is. Here are three counter-intuitive content marketing strategies
to keep in mind:

Mining the Archives

It’s all about what’s trending right? Wrong. As we know, often
times trends will find their way back around and to the top of
consumers’ minds. While food trends tend to come and go, some
people may continue to express interest long after the trend has
run its course. In the case of classic recipes, however, this
content continues to have high value. For example, the beloved
American icon, Julia Child’s chocolate soufflé. Classic,
sought-after recipes such as this are examples of evergreen content
that can and will always remain relevant to a specific set of
consumers. They are also easy to re-target, once a consumer has
expressed continued interest.

Nostalgia marketing also draws on the power of positive cultural
associations from the past. Coca-Cola, KFC, Microsoft and Lego are
all tapping into the emotional connection people have with each of
these respective brands. In recent years, focusing on nostalgia
marketing has become an effective strategy for marketers in
categories including entertainment, fashion and food. Quality
content…

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