Daylight saving time is just days away. Some people are upset over losing an hour of sleep, but others are excited that it won’t be dark and dreary before returning home from work. The changing of the clocks also comes with a few other adjustments, such as moving morning and nightime routines, but it’s also a chance to consider a content marketing strategy revamp if you haven’t made any changes since the new year.
More sunlight exposure has a positive impact on the consumer, according to research by the School of Economics and Finance of Victoria University. The study found that motivated shoppers are more likely to go out, browse and spend money during daylight saving time. So why not take advantage of this opportunity to intrigue your audience with perfectly executed content?
In this week’s Content Marketing Weekly, we’ll take a look at some statistics and general tips that can help you mix things up when we spring forward:
Understanding your audience is the bread and butter of a successful strategy. Knowing what consumers want and using an omnichannel approach makes your brand more accessible.
“As a content marketer, if you’re just thinking about one channel you’re very much behind,” Loni Stark, Sr. Director of Strategy & Product Marketing at Adobe shared with Forbes contributor Krystle Davis. “It’s not just about making sure you have content that can be distributed to all these devices but also optimized for those devices.”
The top stats found in Adobe’s second annual Brand Content Survey, which assessed nearly 1,000 consumers with at least one digital device, include:
- 28 percent of millenials use three or more devices simultaneously on a regular basis.
- Millenials spend an average of 11 hours a day dedicated to digital content.
- When it comes to sharing content, 19 percent of Gen-Xers and 31 percent of Baby Boomers don’t do it.
- If content isn’t displaying clearly, 45 percent of consumers admit to closing it.
- When reading personalized content, 34 percent of consumers are more likely to make an unexpected purchase.
Connecting with your audience starts with understanding how they react to content. Read more about the information highlighted by Forbes here.
According to SOCi, Localized Social Marketing Is the Biggest Untapped Opportunity for National Franchise Brands
SOCi, a social media management brand, recently launched the “Franchise Playbook for Localized Social Marketing” which describes one of the untouched areas of marketing that more people need to pay attention to: localized social marketing.
According to the Chief Marketing Officer of SOCi, Monica Ho, 72 percent of brand engagement takes place on local social pages, making it critical to increase brand visibility and overall presence via social.
Some of the most important platforms to establish a localized presense include Facebook and Twitter, but Yelp and Google My Business are also top contenders. Building and maintaining a presence here is critical, but so is paying attention to comments and reviews. In fact, 90 percent of consumers who were dissatisfied with business may be willing to change a bad review if the company takes ownership. This is something to think about the next time you’re scrolling through your own comments section.
Learn more about refining a localized strategy here.
While very similar, content marketing and advertising are not one in the same. Zara Curtis, director of content for IAG, differentiates the two with just a few words:
Advertising: “Tell and sell.”
Content marketing: “Tell stories and show.”
When diving into the definition of content marketing, Social Media Today found that the strategic approach of content marketing is more than creating videos, blogs and social media posts; it’s success is based on how much effort is put into content distribution. Owned, earned and paid media are three different distributing methods to consider.
Sure, content marketing consists of telling a story. But how much work are you putting into showing off these assets? Forming a strategy to amplify content and make sure it reaches your target audience is just as important as the story itself.
Learn more from this Social Media Today blog here.
Check back next week for the latest updates on the latest social and content marketing news!