Double Down On Empathy
Post-pandemic, many people have a heightened sense of uncertainty, vigilance, and distrust. As marketers, empathy and transparency should be the foundation of all of our work. An honest and unexpected approach gains trust and shares an authentic version of ourselves and our businesses that consumers can connect with.
Strategy Is Significant
Many agencies offer the same services. So what sets them apart? It’s not just the social media or web content they create; it’s the content strategy. Anyone can create content, but a valuable agency partner communicates a consistent stream of meaningful information across all channels. Look for a strategy-first agency to ensure your marketing dollars are used most effectively.
Play The Long Game
Content marketing, done right, takes time. Sure, we can see an immediate impact from campaigns, but for a long-term, sustainable marketing program to be successful, a patient approach is needed. You need time to build an audience that knows, trusts and likes you and to see results that will move the needle.
Creating content that your audience connects with is not as simple as it seems. Gain an understanding of your customer rooted in data and insights—not just demographics, but how and why they buy, what they hope for, and even what they fear. Craft content in your sweet spot—the intersection of your expertise and what buyers need and want to know. Test your content with a small audience segment and revise the content strategy as needed based on their response.