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KEY TAKEAWAY: Content marketing is a continually evolving tactic of your marketing strategy, and it’s important to work with an agile team that stays up to date with the latest advances.
At Concentrek, we’re continually working hard to ensure we’re best prepared to help our clients meet their goals. That’s why members of our team traveled to Cleveland to attend Content Marketing World 2019, the world’s largest summit dedicated to the latest trends and technology surrounding content.
During our three-day visit, we attended numerous keynote speakers, breakout sessions and exhibitor booths—all to gather beneficial information to take our marketing strategies to the next level and truly amaze our audiences.
Read on to discover what we learned and how it can be applied to making your brand’s marketing strategies excel.
Brand storytelling is an intricate conversation between your company and your customers. Recognizing where brands miss the mark—and how they can fix it—will help your company succeed in best showcasing its brand identity and message.
Is your brand missing the mark? If any of the below sound familiar, your brand may be falling short of its storytelling potential.
Fortunately, there are a number of straightforward ways to ensure that your brand no longer misses the mark—and maintains an authentic voice across all marketing efforts.
Before launching any storytelling tactics, you need to define your brand narrative. Listen to what your company is already communicating with customers to determine the best story for your overall brand message.
And, throughout the process, there are three moments when marketers can benefit from slowing down:
Now, you can start building your storytelling tactics. Storytelling should be built with a three-act structure that creates the framework for your brand’s story:
Through your messaging, you’ll want to build both trust and affinity with your customers. Trust lets your customer know that you understand their problems. Affinity means that your customers actually like you. It’s important that you’re building both in everything you do.
And, when determining what may work, you should focus on not only data and listening but also your instincts. While metrics and listening tools can help you gain input, you shouldn’t overlook the importance of your instincts in making decisions.
Being relatable is a content superpower. You should focus your efforts on talking to one person at a time; focusing on a segment doesn’t always make you relatable. The more specific you can be in your messaging, the better.
And instead of focusing on “we need a piece of content for XYZ,” shift to “our audience needs XYZ.” You should become customer obsessed to ensure your marketing shows that you not only understand your customer the best, but you also relate to and like them.
Ready to activate your own brand’s storytelling?
Remember: Be authentic. If it doesn’t feel like your brand, it isn’t.
Did you know that 95% of our purchase decision making takes place in the subconscious mind? Based on that, it’s easy to understand that psychological triggers have a huge impact on how effective your marketing is.
It’s important in marketing to be able to utilize these triggers to help improve the effectiveness of our content efforts.
To get the most out of using psychological triggers, you need to be consistent—and you need to be visible. Make sure you’re regularly utilizing the above triggers in your messaging and branding to help keep your brand top of mind and trusted by target consumers.
If you’re a B2B-focused company, LinkedIn is an imperative platform for distributing your brand messaging. But, you need to start treating your LinkedIn page like a campaign, not a brochure.
The first step to improving your LinkedIn presence is ensuring your profile is kept up to date and optimized.
There are a variety of ways that you can distribute content on LinkedIn. Consistently varying it can keep your audience engaged for the long term.
LinkedIn is a strong platform for integrating employee advocacy. Use your page as a content hub and drive your people there to help increase the reach of content. This can be as simple as sending an email to tell employees about new content and encourage them to like it, comment on it or share it.
Instagram is a treasure trove of information that offers different perspectives from different audiences. And, with location tagging and context with hashtags and captions, it’s a strong way to get in conversations across the platform.
Start by embodying your brand. Know what your customers want to talk about before they talk about it. Perform a deep dive into the latest hashtags and relevant keywords related to your brand to see what others are saying—and get involved yourself. You want to create more than just an interesting image; you want to create a talking piece.
When it comes to publishing content, follow these important guidelines:
And it’s imperative to not forget about the Instagram algorithm. It doesn’t matter if you post consistently or use the best hashtags. You also need to consider:
One of the biggest takeaways of improving your brand on Instagram is to remember to be your most critical consumer. You want to create the brand that everyone wants to wear the T-shirt of, so if you don’t enjoy your own content, will others? Like many social platforms, your goal on Instagram should be to create a community of like-minded people, not just followers. You want to provide a foundation of content that people know to expect from you.
Marketing and sales differ in their goals, which can create a disconnect in your messaging. While marketing focuses on the buyer’s journey, sales is focused on closing the deal. Recognizing that can help streamline communication and efforts between the two departments.
Considering the above in upcoming strategies can help improve the alignment between sales and marketing—improving your internal processes and the effectiveness of your work.
Take a look at what our team members consider the biggest takeaways from Content Marketing World 2019.
“While there were a number of valuable lessons throughout our sessions, the biggest takeaway I gained from this is to ensure everything that your brand does is authentic. Being able to build genuine trust and respect from your customers helps drive every marketing tactic to success.”
– Allyson Jansen, Director of Content Marketing
“Building trust takes time. Much collaboration is needed between sales and marketing, and we need to get out of this mindset of an overnight win. Building trust also requires content that is tailored for your audience needs.”
– George Mergen, Senior Account Executive
– Lindsay Gebhart, Content Marketing Associate
"My time at Content Marketing World really helped me better understand what a business is looking for when seeking an agency partner. Bringing that back to Concentrek will help us continually evolve so that we are fully equipped to serve our clients–and successfully support their long-term goals."
– Valerie Lambert, Account Coordinator
Ready to work with a team that’s highly experienced in content marketing? Reach out to us today.
Kent Sackman | 419-244-9000 | firstname.lastname@example.org