Evolve Content Strategy - Replug

How to Evolve your Content Strategy Over Time

“We always overestimate the change that will occur in the next two years and underestimate the changes that will occur in the next ten.” — Bill Gates

These words are taken from Microsoft founder’s book “The Road Ahead,” published in 1996. In his book, he talks about the prevalence of the internet and its impact on the world of computing. We can see the immediate change in the world, such as the popularity of TV, radio, smartphones among the public.

A traditional way of advertisement through which you can grasp the attention of the limited audience is by doing cold calls and investing a large amount of money on them.

With the advancement of technology, the way we communicate with the audience, consume a piece of relevant information, and our marketing tactics; have also evolved. Now, people are more inclined towards the internet of things. They find more ways of utilizing the internet to smartly automate their tasks.

Internet of Things - Replug

In the Digital Marketing world, the marketers are well-prepared to persuade the audience towards their product or brand and create an inclination that automatically attracts their target audience.

Social media is the most powerful way of acquiring customers and building a firm strategy to hold a concrete position for your product in the market.

Through the Internet, you can easily target a wider audience and address them without leaving your seat.

Here, we have some guidelines which could help you evolve your marketing strategy with the passage of time.

Educate your Audience

Billions of people engage with several social media channels to get aware of the latest fashions, find the trending content on different websites and share it on their social media channels.

They acknowledge the content that has factual grounds which also holds value for them. In order to produce content that is actually useful for your audience, observe the level of information they require.

You can share the product related information to give a direction to your audience to choose the right product for themselves. To attract the audience towards your product you need to build up a sense of urgency among your audience. Align your company’s goal with your audience’s needs and make them focus on how to best utilize your product.

Educate your Audience - Replug

Visual marketing has a vibrant impression in the market. Statistics tell us that the human brain forms the first impression in under 50 milliseconds. Visual images are naturally self-explanatory and hold the capability to make a constructive first impression.

Use different images, infographics, and graphical tutorials through which you can educate your audience in an effective way. This will help your audience absorb your special features and establish a better understanding of your product.

Message Promotion

As we all have an idea about cold and warm audiences. The most essential thing to consider when taking a pace into the market is to strategically target the right kind of audience.

Your content doesn’t matter to the cold audience; but on the other hand, the warm audience takes interest in what you’re providing them. So, in simple words, you have to find the audience and try hard to promote your message among them.

Message Promotion - Replug

Before writing a message, think about the fundamental element that could sell your product. To attract your target audience towards your idea, you need to convey a message that addresses their pain-points. Your message should be simple, concise and laser-focused. If your message fails to hit the right strings, people will avoid the messages which are sent to them; until they receive an immediate value.

Social Media advertisement is the best way to enhance your customer engagement, generate more leads and traffic which resultantly would raise your the conversion rate.

Ruairi Galavan, a Product Education Manager at Intercom, discloses the most effective messaging strategies to build up the customer engagement.

Market Research

Market Research gives a wholesome picture of the market which is very helpful for marketers to identify all the prospects of the marketplace. It could be about the obstacles the customers face, your rival’s product position, or the paths you have to choose to introduce your product to the market.

You can also analyze the audience’s behavior towards your competitor’s product which gives you the idea about the necessary things you have to take care of while entering the market.

Market Research - Replug

After Market research, marketers can interpret their product’s position. They are able to narrow down the target audience.

To put it briefly, there are two main ways to research the market.

Primary Research: The data is collected firsthand through conducting interviews, questionnaires, phone calls, online surveys.

Secondary Research: You can gather data which is already published on websites by someone. It includes market statistics and reports.

There is a 5 step guide to help you do market research and accomplish an in-depth place for your product. Let me summarize these points for you.

  1. Define Your Buyer Persona
  2. Engage Your Target Audience
  3. Prepare Your Research Questions
  4. List Your Primary Competitors
  5. Summarize Your Findings

Practice Empathy

Empathy is the ability to “Walk a mile in someone else’s shoes”. It’s a characteristic which should be practiced by businesses to retain their loyal customers.

For a better relationship with your customers, you should take care of your customer’s emotions, preferences, and values. You must be concerned with the customer’s priorities and try to create customer-friendly content.

Practice Empathy - Replug

If the customers feel valuable then they will automatically be attracted towards your product and become your advocates. It helps you to promote your product through the word of mouth.

The customer taste, preferences change over time. If your product is not demanded by the audience then the purpose of your existence fails.

Brand Voice

An important for marketers to remember while writing content is that they should be able to define their purpose of existence.

Give your brand a unique voice by assigning an identity.

The Logo is an element which is essential and gives an idea related to the product to the customers. If you have not added the logo in content then it is hard for the viewer to relate your content with your brand.

Brand voice enables the companies to keep clarity between the product and the customers whom they are targeting. It also helps customers while interacting and purchasing the product.

Brand Voice - Replug

So, while writing content, it is mandatory to explain the personality of your brand, the purpose of your existence and illustrate the specification and features of your product.

Nevertheless, you must not exaggerate or overdraw the picture for your audience. That will merely raise up their expectations from your product and deceive them.

“Trying to fake your voice is like putting lipstick on a pig.”

Your brand should provide value in real terms rather than fake-furnishing the product to the target audience. That’s an unhealthy practice which results in a bad imprint on your credibility.

Loyalty

The customer’s loyalty depends on the customer’s satisfaction which the marketers fulfill by providing the product.

Customer Loyalty - Replug

When companies bring innovative products in the market over time and engage with customers with new concepts. Then the customers feel valued and more inclined towards the services you provide them.

Once your actual customers become your promoters then they will be able to help you gain loyal customers.

 

About the Author

Sadia Umer works on putting together high-quality content for Replug customers to read. When she isn't writing, she can be found reading and trying random life experiments.

content marketing - Replug

13 ways to get your Content shared more often

Content marketing is one of the crucial aspects of digital marketing. It is all about how you communicate with your audience and presenting a fancy content to build up the brand’s reputation. It’s a way to establish an affectionate connection with the audience, retain them in such a manner that they eventually turn into your actual customers.

If the audience finds your content most trending, informative and valuable then they will surely share your content with other fellows using social channels and word of mouth as well.

Content marketing does not only help in improving the brand’s reputation, in fact, it also helps you to improve SEO and influence the conversion rate. With the advancement of technology, you can attract your customer with visual content and generate more leads and traffic.

For maximizing the ROI, you have to create more appealing marketing strategies for the target audience. It’s is more convenient and cost-effective than traditional methods. So here are various ways to get your content shared more often.

Find Target Audience

Find Target Audience-Replug

Before advertising the product digitally, you have to find a small segment which you are going to target. You have to survey a market or accumulate the data from the secondary source such as multiple social channels which helps to find out the customers wants and needs.

If you’re quite aware of the target audience then it’s easy to understand from where you have to begin and make the different marketing strategies to fulfill their customer’s requirements. It gives you an idea about the product positioning in the market.

You cannot please every individual in the market. So it’s better to invest energy, money and time in a targeted audience.

There are two types of entities that you could target. First one is the target market in which the company introduces their products to a group where the user is more likely to purchase the product and service by age, gender, personality and many more. The other is a little bit complex they are more likely to give a positive response to your product, services, and promotions because they are satisfied with your product.

We have a fine example of Netflix.

In early stages, the DVD discs were sent to customers via mail and the customers frequently received the DVD critiques as damaged and unable to fully play. Then Netflix starts finding gaps in the competitor’s strategies and decided to fill it in a unique way to hold a strong stand in the market and get more profitable.

After that, they came up with compression technology that offers a service for streaming movies and TV series over the internet, instead of sending it in the mail. Netflix absolutely increased with the enlargement of streaming through an online queue. They target the audience who want exclusive experiences and convenience.

Pick up the Channels

Pick up Channels

In the Digital era, we have plenty of tools through which you can target your audience and share the content on social media channels. It allows you to promote your product through various online mediums.

You can collect a pool of knowledge about the customers which helps your product to survive in the market. With the passage of time, these social channels play a significant role in the marketer’s business through which they can recognize the social engagement of the audience towards your product or content, the traffic, and leads which are generated.

Before the technology transformation, the markets did advertising in a traditional way like television, radio, and print. It is grueling to reach out to the potential audience and find out the problems they are facing.

So Social media is a place where people come up for entertainment, fun and find it easy to network with others.  As reported by MarketingSherpa, 95% of online adults ages 18 to 34 are more looking towards a brand on social media.

Marketers can flourish market strategies by using multiple social channels to build up the awareness of the product and the reputation of the business as well.

Write Great Content

Write Great Content-Replug

“Content is King,” written by Microsoft founder Bill Gates in 1996. Content has the ability to persuade the audience to purchase or buy the product. Now it’s up to you to portray your product and company in front of an audience through your content.

You should write content as a story that gives the idea about the product and the value which you have for your customers. Your content should provide the solution to the audience’s problem which other businesses don’t.

If customers find your content more valuable then they’ll begin trusting you, would want to interact with you, and share the content with others and turn into your loyal customers.

Your website visitors behave like wild animals (source: Jakob Nielsen’s Alertbox) customers are hungry for the trending information and desperately share the content with others.  Content is the perfect technique to engage the audience towards you and easily communicate with them and their problems.

While creating content you have to take care that your content should target the right audience at the right time with the right social channel. There are some guidelines which help you develop the right Marketing strategies step by step.

Add Unique perspective

Add Unique Perspective-Replug

Content marketing doesn’t mean that how you create content, in fact, it means how you deliver relevant content to the target audience consistently. It should be informative for the customers to understand the broad view of the company and product.

So always keep in mind that your purpose of writing content should be different from others. You have to facilitate your audience in a novel way. You need to select the audience for targeting with a certain piece of information which creates ease while purchasing the product and service in the market.

If you want to establish an emotional connection with the audience by presenting content, then you have to take care of their needs. If they feel empathy then they are more likely to share your content on multiple social channels and with their fellows which helps you in reaching more social engagement from different web domains.

Content is one of the three pillars of SEO. This means the search engine gives more value to the contents which are offering more quality to the audience.

Share Valuable Information

Share Valuable Information-Replug

In online marketing, content is a crucial part of advertising the product and highlighting the unique selling point.

Your audience must be hungry for information. Present it in such a way that they keep longing for more. Each piece should hold its own unique print in the minds of the reader.  

Create Appealing Headings

Create Appealing Headings-Replug

The headline should be simple and easy to understand which can grasp the attention of your customers. We have seen often if the people find catchy headline then they are more likely to read the content. If it doesn’t then they may scroll down or switch to some other landing page. 

It must be concise and to the point, which helps the audience to quickly understand why they need to spend their time on that content.

Headlines explain marketer’s opinion about the product and the benefits you provide to the customers. If you ask questions in the heading then there are more chances that the audience feels your content interesting and in return gives you a positive response.

Write a catchy headline and get more people on the social media channels and receive more engagement towards your content.

Persuasive Visual Content

Persuasive Visual Content-Replug

The power of visual marketing comes through when you pair it with the short story. Your message can be that much powerful says, Ann Handley.

We all know the impact of visual content, it is much more than anything in the digital world.

Visual content has the ability to give a fresh look to the content. Through which the customers get encouraged by the significant content and feel curious to know more about the product or brand. It also leaves a long-lasting effect on the customers.

visual content - ContentStudio

Did you know that human beings can process the visual content 60,000 times faster than the text?

Yes, the visual content gives you the ability to interpret the image faster than text. It influences individual behavior to understand and increase the possibility that the learner will remember the visual content for the long term.

Visual content is a technique which you can use to make your audience aware about product and reputation of the brand in no time. Now, it’s effortless for the marketers to advertise their product vision and convey the message to the audience using different social media channels within a few minutes.

It is more cost-effective for the marketers to receive more social engagement, traffic, and leads generated towards your visual content, product or campaign by using visual infographics. Visual content makes your content more readable and shareable on multiple sources. It includes:

  • Comics
  • Images
  • Videos
  • quotes
  • Infographics

Give Solution to the Problems

Solve Problems-Replug

This is the most fundamental element for marketers. In the content, you must try to resolve the customer’s problem, communicate with them and address the pain point.

After classifying all that, you have to introduce the solution. You have to empathize with them and be their pain killer.

While writing you need to have a substantial look at your competitors as well. Find the gaps and discuss it in your content and also inform about how you cover the gaps left by your rivals.

It might be difficult to fill these gaps and come up with a creative solution. But if you are able to do so, you will get more appreciation and social engagement of the audiences.

Use Vibrant Colors

Use Vibrant Colors-Replug

Color plays an essential role not only in human life in fact in the Marketing world as well. It has the ability to communicate with people and their emotions.

Using vibrant colors in the content gives a festive look to the content and audience feels excited while reading it. If the customers feel good then they are more likely to share the content with others and on the social accounts.

In some cases, if you want to influence the customer then there is nothing more appropriate to understand the knowledge of color wheel because colors affect the human choice, emotions, and behavior.

The marketers have the opportunity to use visual content with the vibrant colors that is one of the best sources to attract the audience towards you and receive more leads and traffic.

Every color has varied meaning so the marketers have to keep an eye on which colors they need to use while rendering the product, values, and company on different web sources.

Create Data-driven Content

Data driven content-Replug

You could collect data from multiple web sources which helps you to understand the customer’s preferences. After identifying the audience, you may develop content marketing strategies. In every stage of development strategies, you need useful data insights where you can find out the performance of your campaign, content, blogs and the behavior of the audience towards it.

We have multiple online platforms as Replug through which you can overview all statistics of your brand, campaign, and links.  When you are familiar with social engagement metrics then it will be easy for you to prioritize things and track the success of your content.

You can identify the customer’s interest and participation on multiple social channels. You always take care that your content should be relevant and more accessible by the target audience.

It must be specific and add some ingredient for the potential customer so they convert into your actual customers.

Recycle Content

Recycle Content-Replug

Recycle content means to re-post the same content which you had posted on different social media channels with some addition. For instance, you can add infographics, videos, quotes or any other related content to make it more tempting.

One powerful social media marketing tool for marketers, business entities, and Bloggers is ContentStudio; it gives you the ability to recycle evergreen content in which your content will be re-shared on social media channels.

You can modernize your previous content, keep it visible and make it more useful to the audience who are new to your content. So Evergreen is the best technique used to give a fresh look to your content and unique to many people.

Content Planning/ Scheduling

Content Planning-Replug

If you want to get your content shared more often than you have to work on the content planning or scheduling like how you can compose your content on multiple social channels to receive more traffic and leads towards your content.

As we talked earlier, there are multiple platforms which facilitate in more or fewer ways. ContentStudio creates ease for the end-users by providing them a composer where you can compose your content wherever you think is the best place to get a large pool of knowledge and more popular in the digital world.

Using the tool to collaborate with the team members

Team work-Replug

In a productive team, team members are like clockwork. The team members have a significant impact on the product. They help while creating, managing the relevant content and also support to shaping the organization’s goals as planned.

If team members work together with passion and contribute their best skill and knowledge in social media marketing then it increases the productivity and effectiveness of marketing strategies.

Focus on Quality and Distribution

Quality and Distribution-Replug

Quality content and distribution helps on how to nurture customer’s engagement and the reputation of your product or brand in the technological world. While creating content you must have focused on the quality and distribution.

Quality means the content should contain the necessary point which persuades the audience to buy or purchase your product and distribution determine how you promote the content on different social media channels.

Your mission should inspire your customer with qualitative and quantitative information. Markets need to define different strategies in the content which grants the benefit to an audience.

If the customers perceive more preference than others, they are more likely to share on their social accounts.

When it comes to distribution then you have to scan which channels are more reliable to distribute your content, where you can obtain more engagement from the customers towards your content.

About the Author

Sadia Umer works on putting together high-quality content for Replug customers to read. When she isn't writing, she can be found reading and trying random life experiments.