I knock it out on wood, but it looks like we may have (mostly) a normal summer in the US this year. After closures, isolation, anxiety and fear by 2020, there is finally a feeling that things are opening up.
It all fits perfectly except for get people to read your marketing content. In 2020, we had a captive audience hungry for entertainment. Now we compete with everything from music festivals to movies and walking in the park.
How to break through and “hot brand summer?” First, don’t use phrases like “hot brand summer” because it just makes people hate you. Secondly, it is all about customer involvement. It means connecting with people on a personal level, offering something new and exciting, and using that contact to build a meaningful relationship.
No sweat, right? According to a recent study 54% of brands there are problems connecting with customers on an emotional level. And only 22% say they are great in terms of customer experience!
How can B2B marketers make their content more compelling? Here are some tips.
1 – live broadcast
Uncensored. Interactive. Up close and personal. There is nothing like live streaming to get rid of safe and boring content. That’s why all social media sites, from Instagram to LinkedIn, broadcast live.
True, live coverage is not without risks. If you’re worried about possible slips or chatter outside the message, you can always practice ahead of time. Live doesn’t have to mean “completely improvised and unwritten.”
Here are some more tips for streaming live:
- Consider hiring a host to keep the conversation going
- Ask someone behind the scenes to look at the comment thread and engage the audience
- Use a tool like flow again for multi-platform streaming
- For questions from the pump audience, you must have staff with pre-written questions.
- Save the feed for later use
2 – Take people behind the scenes
“Authenticity” is one of those marketing buzzwords that makes a simple thing complicated. People like “authentic” brands No, people like to know that there are real people of good will behind the brand’s messages. It all means authenticity: real people tell the truth.
Let your employees be brand ambassadors on social media. Go behind the scenes to meet the people who carry out the magic of your brand. Highlight employee stories, even if they are not directly related to the brand. For example, if an employee is an Eagle Scout who now leads his intelligence, this is a heartwarming and engaging story that subtly demonstrates the values of your brand.
In short, when you go behind the scenes, celebrate your people and even your customers.
3 – Try interactive content
None of us would use a cell phone from the late 1990s today. Why are we still so impressed with a content format that hasn’t changed in the last 30 years? This old standby mode, a static PDF, has lost a lot of power to convince.
Our agency has seen better results with interactive animated assets. For example, this customer from Mitel brings the contribution of our statistics and influencers to life. Tools like Zeros make the development of interactive assets almost as easy as static ones.
You don’t even have to create a whole VR experience to get people’s attention – just a few touches of animation, interactivity and sound can go a long way.
4 – Discover the content of social content
We all know how a blog works on social media: you publish a blog, link it to your social media, and expect people to click on that link. If they don’t click through, it’s a lost-lost situation. Neither your brand nor your audience will benefit from the content.
One way to change the equation is through social first-time content: that is, content that is intended to be consumed right there in the social media stream. For B2B marketers, LinkedIn is the right destination for social content.
For example, consider splitting your blog post into a 150-200 word segment and posting to LinkedIn with a hash mark to make it easy for everyone to find contributions. Ask at the end of each segment created to create a discussion, then participate in that conversation for as long as it lasts.
Ultimately, first-time social content helps increase your brand’s presence on social media and deepen relationships with your audience. And you can continue to collect content and blog!
5 – Work with influencers
As you may have noticed, TopRank Marketing is quite for sale influencing marketing. There is one simple reason: if you do it right, it will get results. Every time. Everything from social media posts to blog posts to 5,000 word interactive assets is better with the input of influencers.
We create content with influencers for a number of reasons, including:
- Increased organic leverage
- More diverse and informative content
- Reaching new audiences
- Developing relationships with influential experts
Over time, you can build a community of influencers to create content that is useful to them, your brand, and your audience.
6 – Measure inclusion metrics
One key element in increasing inclusion is… well… to measure that. If you’re still looking at all your blog traffic or bounce rates to determine the success of your content, you’ll need to recalibrate your metrics to include link indicators, such as:
- Comments on social media posts
- Redistribution in social posts
- New social media followers
- Browse the depth of interactive assets
- Time on page for long form blog posts
Break out of your comfort zone
Are you ready to have a warm brand summer (sorry)? It’s as simple and complex as doing things you’ve never done before. It pushes your brand away from the old-fashioned outdated static and static B2B mindset, and publishes content that people want to interact with, comment on, and share.
Do you need more evidence? Here’s how our client’s Prophix interactive content a 642% higher involvement.