Content is king – We are hearing this short phrase EVERYWHERE lately. But I can admit it, those three simple words couldn't be truer; however do you really know how to manage and maintain this incredibly vital marketing strategy?
These days, it comes as no secret that in order to develop strong, long-lasting relationships with a (hopefully) growing audience; you essentially need to romance them. Don’t go for that quick, cheap piece of content that everyone will find appealing for about a week and then never follow up! There have been multiple studies released that show most consumers desire a long-term relationship with their favorite brands – They want you to love them, and that sounds simple enough, right? Wrong, no relationship is that easy! Sadly enough, studies are also claiming that an alarming number of people have also reported going through a bad brand breakup.
Don't build up a notoriously bad track record with your content. Avoid the sleazy one-night-stand with your campaign.
- Don't Overlook Your Loyal Consumers. When your audience is rewarded for their brand loyalty, they will always come back – Much like a relationship, they simply want to feel
appreciated. This requires quite a bit of give and take as you learn more about your audience and what will keep them happy!
- Steer Clear of Inappropriate and Disruptive Content. Just as you wouldn’t interrupt your boss during an important business meeting, don’t disrupt your audience. Honoring their interests and where they'd prefer to receive your messages is important – In addition, keeping your tone insightful and caring is equally vital.
- Forget Those Broad, Generic Messages. If you weren’t already aware, I’ll let you in on a little secret; it is blaringly obvious when your messages are insincere. Although I know that no one has time to learn each individual’s favorite color, movie, song, or food, you can learn about his or her interests as a whole. Don’t send off those boring, canned documents every time you want to reach out!
The perfect marketing campaign is all about human touch. I know, you can't actually “touch” another human through a computer; but you can create that illusion. People want to connect with others when they feel as though they “know” them, and when you utilize that in your campaigns; you will not only build up any audience, you’ll build a loyal one.
So remember, with a little TLC, time, and dedication – You may be able to gain some partners for life!