reach out

Consumers are extremely confident in brand and product recommendations made by friends and family. If a potential customer reads about their cousin’s experience with a product they were considering in their Facebook News Feed, that information is treated with a higher level of authority than an online review from a trusted publication.

Personal-BrandTo target this trend towards friend / family recommendation shopping, many brands have cranked up their efforts to reach consumers via social media. Whether it’s “like” / “share” contests, or Twitter-only discounts, consumers are winning by following their favorite companies on social media and then shopping after they see a sale advertised.

Advertisements

content marketing and positioning

Content is an important aspect of social media and blogging. Content allows us to build a brand, gain trust, and to market products and services.

Marketing with content is subtle. To get through with content marketing, we need to focus on what our target audience likes and wants. We have to learn to put our marketing message into the content. We have to learn to invest more effort into understanding our audience and what they’re looking for.

This means we have to do the research.

positionering

Results from this kind of marketing might include a premium food shop that displays recipes which includes ingredients found in the food shop. You get the idea.

Catch your target group where there is a real clear message to convey. This allows you to show your knowledge and build trust. Creating content that is close to what you sell and/or is an art. Social media offers new and exciting chances of spreading your content to your target groups.

To get optimal affect, you have to have a content marketing strategy.

Two important items for a strong strategy are:

  • Research
  • Distribution

These two items lead us to another concept:

  • Positioning

Positioning is a strategic exercise that that takes distribution and marketing communications into account. This starts a “strategic management” of the brand. Positioning is vital and a must to keep your brand fresh. This “freshness” brings new interest and leads to new customers.

For a good positioning statement we have to give some attention to strategic thought. Strategic thought takes in competitor analysis (research).

Brands are recalled by consumers to solve certain problems throughout the day. Brand considerations are context specific and different contexts spark brand options. The most successful brands are linked to a wide range of different situations. Smart brands actively seek to expand their situations.

Positioning should act as a practical and powerful tool to help consumers focus their thinking. If you make content that zeroes in to help a consumer solve a particular problem, you’ve positioned your brand well.

The key is to position your content for brand awareness and/or recall. Remember context. Bring you brand into consideration by producing content with more options why consumers should use your product or service.

By analyzing the competition, the consumer, and the company in question (including yours), brands define themselves with strong positioning.

Positioning has evolved with strategic management centered around research and distribution. Do your research and plan your distribution with various social media channels and other distribution channels.

Later, I’ll write about how research helps with strategic management.

Sources for this post:

blog.socialms.com What’s Content Marketing again? March 25, 2016

thedrum.com Is it time to reposition repositioning? January 23, 2018

 

 

 

for blogs: 20 ideas for content

Here’s a list of ideas for types of stories you can use on your blog to have a little more variety in your posts.

  1. List post
  2. Solution to a problem
  3. Interview with an expert
  4. Opinions on a topic
  5. Share an event you attended
  6. Your analysis of an article
  7. Analysis of a report
  8. Shortform
  9. Humor
  10. How-to posts
  11. FAQ
  12. Behind the scenes
  13. Curating links
  14. Quotes
  15. Repurposed content
  16. Rant
  17. Inspirational or motivational post
  18. Comparison
  19. Product tips
  20. Series post

Interaction is important.

Here’s the tweet in which I found the source article:

https://platform.twitter.com/widgets.js

 

influencer reach out

Finding influencers is important.

Take time to observe how truly good influencers are at influencing. Assume any consumer is an influencer. Keep an eye on who your audience likes to follow. Keep track of this information. Slowly engage with them.

influencepower

Ask what your motive is for reaching out to any influencer. Know if you want more visibility, credibility, or make more sales before contacting them. This lets you frame your message accordingly.

Share more content.

a video life

The Cisco Visual Networking Index (Cisco VNI), is an ongoing initiative to track and forecast the impact of visual networking applications. This project predicts in just four years time, online video will account for four-fifths of the world’s Internet traffic.

Over-the-top streaming TV will drive the growth.

Video is set to be the predominant driver of all online traffic. The Cisco report says that it would take a single viewer 5 million years to watch the amount of video that will cross the network in a single month by 2019.

What does this mean for us? We need to get a video life.

liquid content

The purpose of content excellence is to create ideas so contagious that they cannot be controlled. This is called “liquid content”.

waterdrop

With social media, people can easily share text, videos, and photos on social networks such as Facebook, Twitter, and Google+.

Create content that begs to be shared.

You have the power to provide greater connectivity.