Much of Plated's success hinges upon one factor: subscribers, and Morsel has been optimized to drive them. The tips, recipes, and stories feature large, gorgeous images and clear, conversational copy to engage readers. At the bottom of each story, and on Morsel's homepage, are calls to action with discounted offers for first-time Plated subscribers.
47. Content Marketing is like an information water cooler for your customer community. When your audience is thirsting for knowledge, they come to your content. If it’s really great content, there are other people there with whom they can engage, ask questions and get more confirmation on why YOU are their best hope for help. Ivana Taylor – DIY Marketers
In recent years and due to the success of the term and the growing awareness of marketers that relevant content is necessary and undervalued, the term content marketing is used for many purposes and tactics in the digital and social marketing context, ranging from social content and search engine optimization to even online advertising (so-called ‘native advertising’).
Luxury brands are largely about selling the idea of exclusivity. Their appeal lies in the illusory idea of superiority that comes from possession. However, some brands manage to communicate a feeling of exclusivity but also extend a pragmatic relatability in the minds of their audience. Tesla Motors has carved a niche for itself in the minds of the ecologically aware luxury customer. It caters to a growing class of urban and suburban rich who don’t mind a steep price tag as long as it justifies their commitment towards the environment.
You can use a scheduler like Hootsuite for automated posting however it’s important to keep tabs and update things manually as you test and share so don’t get in over your head. You also want to make sure that a social expert is on hand for engaging in real time – just “posting” several times a day without engaging will not be effective at relationship-building in the long run.
Ebooks are the next step in the inbound marketing process: After reading a blog post (such as this one), visitors might want more information. This is where calls-to-action (CTAs) come into play, directing people to a landing page where they can submit their contact information and download an ebook to learn more valuable information for their business. In turn, the business producing the ebook has a new lead for the sales team to contact.
All Coke did was print individual names on cans and bottles and suddenly everyone was identifying with the product. In this campaign, and in all of Coke’s marketing, it built a foundational shared experience that almost everyone has with its product and made it shareable. In the next phase, customers could customize bottles with all kinds of names and titles for a super interactive, one-of-a-kind product.
Content marketing can be delivered through a variety of media, including television and magazines, and take a lot of different forms, including articles, infographics, videos and online games. The strategy may be referred to by several different names, including infomercial, sponsored content or native advertising. Whatever the label, content marketing is often integrated in such a way that it doesn't stand out from other material served by the host.
Providing the content in different formats, each with their specific calls-to-action, depending on individual stages. Offer a variety of content types and formats. Not for the sake of it but because different segments and personas have different needs. Furthermore, if you can avoid message fatigue, several touchpoints are good, certainly also from a brand perspective. There is nothing wrong with repetition, variety, choice and multiple formats. As long as it’s relevant.