4 Keys To A Sustainable Content Marketing Strategy
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Positioning an agency as a genuine thought leader in any
competitive industry (and nowadays they are ALL competitive) carries the
inherent challenge of building an enduring content strategy. The ability to
remain in touch with the progression of marketing technology, and to capture it
effectively through blogging initiatives, requires that agencies adapt their
traditional content production methods to produce social engagement and social
Here are some other keys to a sustainable content marketing
Writes Dorie Clark, a noted marketing strategy
consultant, “Two recent factors have conspired to make this the moment for data
visualization. First is the rise of Big Data and the growing public awareness of
its power. Today more than ever, professionals are being asked to argue their
cases and make their decisions based on data. But that push outside IT circles
means that many non-technical professionals must now produce and comprehend
insights from Big Data.
Visualization can help, and a raft of new tools makes that
possible.” Nowadays, a business need not spend vast amounts of money to get
right with data visualization (dataviz). These recent tools have become
continuously more powerful and egalitarian. Far gone are those times when IT
had to generate all reports for the non-technical employees. It’s easier than
ever before for employees to speedily discover new things in increasingly
abundant datasets. Examples include Visual.ly, Tableau, and R.
The more data marketers have on what their audience is doing, the
better sustainable content marketing they can strategize.
You grab the attention of Facebook junkies with animation.
E-cards are all animated. Reaching out to thank loyal customers is done through
animated e-mails and other platforms. YouTube alone gets a billionunique visitors each month. If it
moves, and it’s on the Internet, somebody is watching it.
The Internet is animated, and it’s only going to get more
animated. Free animation software is readily available. You can only say the
same thing about your brand in different ways so many times—but you can
illustrate your brand in a never-ending variety of ways.
Engaging and interactive digital experiences
Yoav Vilner is a trending tech blogger and growth hacker. He’s
all about the immediacy of SMS: “Right now, only
7 percent of consumers use SMS as a viable means to communicate with brands.
But this is about to change. The same behavior that drives Self-Service is
driving SMS customer service. Your customers don’t want to use call channels
unless absolutely necessary. SMS is non-intrusive, low impact and an easily
SMS is not a cure-all for content marketing strategy; when
reaching customers via SMS just make sure to only send offers with real value.
4. Building communities
Michael Del Gigante, president and creative director ofMDG Advertising, says, “Everything we do as an agency is focused on building brand
loyalty and advocacy for our clients. Customers are a community—one that
changes and grows. We treat them as individuals, but we continually extend an
invitation to each one of them through all touch points to join in a larger dialogue.”
Del Gigante continues, “Even though technology has enabled us to build and facilitate
conversations with online communities, it still takes a skilled team that can
speak on behalf of the brand and provide timely response to comments and
questions. It’s important to remember that providing valuable information to a
community that can share and comment on it is the goal. Consumers are savvy and
will disengage if you use these communities as another platform to deliver
Micah Solomon, a writer on corporate culture, says of customers,
especially the large segment known asMillennials: “Millennials enjoy the possibility of collaborating with
businesses and brands, as long as they believe their say matters to the company
in question. They don’t necessarily see a clear boundary between the customer
and the brand, the customer and marketer, and the customer and service
A continuing dialogue with customers makes the marketer’s content
marketing strategy that much more easy—and sustainable.