I’m going to knock on wooden as I kind this, however: It seems to be like we would have a (largely) regular summer season this yr within the U.S. After the lockdowns, isolation, anxiousness and concern of 2020, it lastly seems like issues are opening up.
This is all nice for every part besides getting folks to learn your advertising content material. In 2020 we had a captive viewers starved for leisure. Now we’ll be competing with every part from music festivals to films to strolling within the park.
The option to break via and have a “hot brand summer?” First, don’t use phrases like “hot brand summer,” since you’ll simply make folks hate you. Second, it’s all about buyer engagement. That means connecting with folks on a private degree, providing one thing novel and engaging, and utilizing that contact to construct a significant relationship.
No sweat, proper? According to a current survey, although, 54% of manufacturers have hassle connecting with clients on an emotional degree. And solely 22% say they excel relating to buyer expertise!
How can B2B entrepreneurs make their content material extra partaking? Here are a number of ideas.
1 — Go Live
Uncensored. Interactive. Up shut and private. There’s nothing fairly like a dwell stream to interrupt free from protected and boring content material. There’s a motive each social media website, from Instagram to LinkedIn, is doing dwell streams.
Granted, going dwell is just not with out its dangers. If you’re involved about potential slip-ups or off-message chatter, you possibly can all the time apply forward of time. Live doesn’t must imply “completely improvised and unscripted.”
A number of extra ideas for going dwell:
- Consider hiring a bunch to assist preserve the dialog flowing
- Have somebody behind the scenes to observe the remark thread and have interaction the viewers
- Use a software like restream for multi-platform streaming
- Prime the pump for viewers questions by having staff within the viewers with pre-written questions.
- Make certain to file the stream for repurposing later
2 — Take People Behind the Scenes
“Authenticity” is a kind of advertising buzzwords that makes a simple factor appear troublesome. People like manufacturers which can be “authentic?” No, folks wish to know there are precise folks of fine will at work behind the model’s messaging. That’s all authenticity means: Real folks saying true issues.
Let your staff be model ambassadors on social media. Go behind the scenes to satisfy the parents who make your model’s magic occur. Highlight worker tales, even when they aren’t straight associated to the model. For instance, if an worker is an Eagle Scout who now runs their very own scouting troop, that’s a heartwarming and fascinating story that subtly reveals off your model values.
In brief, whenever you’re going behind the scenes, look to rejoice your folks and even your clients.
three — Try Interactive Content
None of us would use a cellphone from the late 90s right now. So why are we nonetheless so enamored of a content material format that hasn’t modified previously 30 years? That outdated standby, the static PDF, has misplaced loads of its energy to influence.
Our company has been seeing higher outcomes with interactive, animated property. For instance, this one from shopper Mitel brings our stats and influencer contributions to life. Tools like Ceros make creating an interactive asset virtually as straightforward as a static one.
You don’t must create a complete immersive VR expertise to snag folks’s consideration, both — just some touches of animation, interactivity and sound can go a good distance.
four — Explore Social-First Content
We all understand how the weblog to social media pipeline works: You publish a weblog, hyperlink to it in your social media, and hope folks click on that hyperlink. If they don’t click on via, it’s a lose-lose scenario. Neither your model nor your viewers is getting any utility out of the content material.
One option to change the equation is thru social-first content material: That is, content material designed to be consumed proper there within the social media feed. For B2B entrepreneurs, LinkedIn is the fitting vacation spot for social-first content material.
For instance, take into account slicing a weblog submit into 150-200 phrase segments and posting it on LinkedIn, with a hashtag to make it straightforward to seek out all of the installments. Ask a query on the finish of every phase that’s designed to elicit dialogue, then take part in that dialog so long as it goes.
Ultimately, social-first content material might help develop your model’s social media presence and deepen relationships along with your viewers. And you possibly can nonetheless acquire the content material and publish it as a weblog later, too!
5 — Collaborate with Influencers
As you could have observed, TopRank Marketing is fairly offered on influencer advertising. There’s one easy motive: When you do it proper, it will get outcomes. Every time. Everything from a social media submit to a weblog submit to a 5,000 phrase interactive asset is healthier with influencer contributions.
We co-create content material with influencers for a lot of causes, together with:
- Increased natural amplification of the content material
- More various and informative content material
- Reaching new audiences
- Developing relationships with influential consultants
Over time, you possibly can construct up a neighborhood of influencers to co-create content material that advantages them, your model, and your viewers.
6 — Measure Engagement Metrics
One key factor for growing engagement is to … nicely … measure it. If you’re nonetheless total weblog site visitors or bounce charges to outline your content material success, it is advisable to recalibrate your metrics to incorporate engagement signifiers like:
- Comments on social media posts
- Reshares on social posts
- New social media followers
- Scroll depth on interactive property
- Time on web page for long-form weblog posts
Break Out of Your Comfort Zone
Ready to have a scorching model summer season (sorry)? It’s as easy and as complicated as doing issues that you just haven’t executed earlier than. It’s pushing your model away from the staid and static old-school B2B mindset and placing out content material that individuals wish to work together with, touch upon, and share.
Need extra proof? Here’s how interactive content material for our shopper Prophix led to a 642% improve in engagement.