Marketing experts saw the shift long ago. They’ve preached that “content is king” for years. But what does that really mean?
Custom content, written, produced, or designed for specific segments of your audience offers a truly personalized experience. It feels bespoke — designed just for the shape, size, or attributes of your best customer.
78% of these marketers believe that custom content is the future of marketing.
Start small. Create a single infographic and an accompanying article. Position them appropriately on your website. Then pull graphic elements from the infographic into digital ad units, targeted to the clientele most impacted by that statistic. Link back to the full article and creative, and watch what happens.
50% of budget for in-bound marketing strategies, significantly decreasing the cost per acquisition. Some report as much as 3x the leads from these activities.
Shift spending from traditional media, where limited personalization is possible, and refine your tactics to more unique messaging that will have an impact. Try this exercise: Pen a series of 2-3 paragraph organizational updates, based on the different generations of your audience. Note how the language should change as the audience’s characteristics change. Expand this thinking into web content, social media, and other promoted materials, based on the audience you’ve selected to reach.
60% of your audience will look for the product after reading about it, and 90% report finding it useful.
Does that mean you need to buy advertorials in all of your traditional print placements? No. It means you should be looking at Google reviews, sites that recommend your products, and putting testimonials on your site. It means that you need to be thinking about partners that can describe your product to their audiences, expanding your reach. Get guerilla, get grass roots. This is about uncovering opportunities, not painting marketing efforts with broad strokes.
70% of your audience says that engaging with your content makes them feel closer to your brand.
It’s proven: the more interactive the method, the more reward you’ll reap. Plan to mix your media so that you engage as many of the senses as you can. Make it visceral: audio (podcast), graphic (design/artwork). Make it surprising: get whimsical by posting the playlist for your office. Get creative by posting photos of your VP’s children trying to figure out the latest product in your line. Nothing is off the table but silence.
These tips are just the beginning. These will certainly snowball into more! Give these a try, and more will surely follow, along with new business.