So you’re on Facebook and soon you noticed a profile page of
a brand that you love and you buy from constantly.
Or you noticed a twitter profile of the same brand with blog
posts links.
Even you receiving push notifications on your cell from the app
that you downloaded.
Have you ever wondered what are they part of and even why
are they on there?
The social mediums and even the devices are that you use is
part of digital marketing. Digital
marketing is simply interactive marketing that uses these new forms of
technology to engage with consumers.
Even my blog is also part of digital marketing, however just
setting up a blog website or a social media profile isn’t going to guarantee to
attract people without engaging content.
Content plays a crucial role as part of digital marketing
because having engaging content allows customers to come back, be entertained
and share with others.
Having no content or very little would drive away viewers to
other sites or just not even coming back all together.
I was reading a book called “Content Rules” co-authored byAnn Handley & C.C Chapman.
The book explains that importance of content allows you to directly
reach out to customers and by developing fresher content; more customer
relationships would deepen overtime.
“…by deepening your relationship
with them; by repeatedly and consistently creating content they care about and
want to share freely with your friends or colleagues…”
Content Rules, authors Ann Handley &
C.C. Chapman, Chapter 1: The Case for Content, Page 7 published in 2012,
published by John Wiley & Sons, Inc.,
As well explains that the content can engage with customers
directly and can produce the potential for customers to respond back.
“…you can reach your potential
buyers directly. And of course they can speak directly to you as well. You now
have the ability to engage in direct conversation.”
Content Rules, authors Ann Handley &
C.C. Chapman, Chapter 1: The Case for Content, Page 6 published in 2012,
published by John Wiley & Sons, Inc.,
Now if you wondering what kind of content would fit to this
new form of marketing, here is 3 examples of content from the Content Rules
book “25 of approaches to relevant
content” that could work for you.
Example #1: Start a
Meme
Ok you probably have seen many examples of these posted on
your friends or family members Facebook wall or on many YouTube videos that you
happily enjoy watching.
Memes are very popular on social media sites, youtube, etc.
Even memes have entered into the world of marketing. The meme example above
certainly illustrates it.
The video is called “Keyboard Cat’s Wonderful Pistachios
Commercial”. The video is simply
keyboard cat playing and as he plays, one of his paws cracks open a pistachio
nut”.
This video was provided by an article from hubspot.com and authored by Pamela Vaughan,
titled “10 Popular Memes Masquerading as Marketing Campaigns”. The article showcases 10 memes that were used
in marketing campaigns.
To me, memes are very engaging with customer because it
reaches out to customers on an emotional
level and customers would recognize easily what the meme is associated.
Example #2: Ask
Customer Service
Asking customer service is described in the Content Rules as
asking the customer service technician on what is the customer feedback,
comments or complaints.
However for me this is not the best way for content because
not all customers have the same problem or comment.
One customer may have a different issue than the other that
doesn’t reflect on everyone. As well for a customer they have to go through a
long process of reaching to the customer service.
I recommend using social media for this such as Facebook
because this allows you to reach out to more to than just one customer on an
individual basis and see other customer issues or comments.
Example 3: Share Real-Time Photos
Sharing real time is simply taking photos of an event
campaign, product launch or even a celebration and posts these photos in real
time as they happen on social media sites such as Facebook.
In article from Forbes.com, written Apu Gupta; titled “TheShift From Words to Pictures and Implications For Digital Marketers”.
The article explains that consumers a more engaged visually
than with written text and by using real time photo sharing platforms such as Instagram
to engage with consumer on both an emotional and personal level of
communication.
To me, I agree with this article because a photo can put a
humanizing and familiar form that as customer can relate to. As well ability to
engage the consumer on an emotional level to see the brand as more than it is.
Overall, I feel content is important part of digital marketing
and even social media because without engage or even content in general, people
would be more likely to avoid you or go to someone else.
However having engaging content can allow a customer to take
something like a brand meme and share it to the point it becomes a popular
trend.
Directly communicating with customers through content can
deepen a relationship of a consumer and see what other problems you can fix.
The ability to share real time content with customers can
help deepen their minds and reach them on an emotional level.
Content is key in digital marketing, without it you’ll start
see tumble weeds
I would to say thank you to the authors of the book “Content
Rules” Ann Handley and C.C. Chapman. I really enjoyed the book and it is very
interest. I highly recommend reading it.
Also thank you to hubspot.com for providing the article and
the author Pamela Vaughn for written the article “10 Memes Masquerading as
Marketing Campaigns. I really enjoyed reading it and love all the memes on the
article.
I also like to thank Forbes.com for publishing the article
and Apu Gupta for writing the article. I really enjoyed reading it.
And I didn’t forget you the reader, thank you for reading
and I apologize for not posting a new vlog video from my YouTube channel.
I will go back and continue making those videos and sorry
for the change of schedule.
Stay tuned for a new blog post on October 9th
2013 and a special note there will be no blog post on October 16th
2013 due thanksgiving.
This is brad’s mind signing off.
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