Four core content-building tips

Content building has become a vital part of business and companies are starting to turn to PR firms to help them create it. Richard Larson, brand manager at Gopromotional, outlines four tactics for creating content geared toward APAC audiences.

Personalised

Focus on high-quality and personalised information when building content for your APAC website to make it inherently relevant to regional issues and topics. Polling your existing customers is one way to find subjects that will resonate with local audiences. Content should then work to establish your brand’s expertise while also informing customers about questions they might have or that will help them make a purchase decision.

A Marketing Sherpa case study from Zumba Fitness shows how personalising visual imagery improves engagement. The company targeted Zumba instructors, inviting them to come to an annual convention. Personalised videos that included a mockup of each recipient’s convention badge, with their name already on it, became a key part of the effort. Open rates increased 9 per cent over averages and click through rates increased from 5.4 per cent to 21 per cent. In addition, instructors widely shared the personalised badges on social channels.

According to research from Invesp, 53 per cent of online shoppers believe personalisation is valuable; 45 per cent of shoppers prefer to shop on sites that provide personalized recommendations; 57 per cent of shoppers will give personal info if they benefit from it; personalised ads convert 10 times better than ordinary ads. All that can be applied to simple communications as well as ads.
Another way to personalize targeting is to segment email lists by gender, interests, media habits, and brand preferences. This is what Econsultancy reports Johnny Cupcakes, a clothing retailer, did. The result was a 42 per cent increase in click through rates and a 123% increase in the conversion rate.

Location based

Smartphone proliferation makes geo-targeting a real option. Relevancy increases exponentially when you reach consumers in the right countries, jurisdictions and even in the same radius. Some geo-targeting features narrow down the targeting to miles, yards, or feet, with in-store displays that have location-based geo targeting incorporated into them. The relevancy of location naturally lends itself to content creation.

McDonald’s in Singapore had much success with a location-based marketing campaign it launched four years ago to go along with Singapore’s national day. The campaign used Facebook Places as the focus of the campaign. The goal was to get 46,000 check-ins to help celebrate 46 years of independence. Once the goal was reached, the company advertised a special surprise would be revealed. At the time SimplyZesty reported the case study, there were over 50,000 check-ins and McDonald’s was tracking those who unlocked the special deal.

Real-time

Real-time communications can mean very specific targeting and the results can be very lucrative if executed correctly. There are many now classic examples of real-time efforts gone wrong. However, when you follow best practices, refrain from scheduling ‘real-time’ social posts, and keep up with current events; then real-time tactics can work for content creation. Posting about live events using tact and wit, for example, often brings extra publicity and social exposure.

Real-time marketers strive to use original content and timely information and do not always focus on selling. Providing customers with the information they need provides them with a form of satisfaction. A case study from EuroControl, which is the organisation that oversees European air safety, illustrates the technique. During the Icelandic volcano eruption, the agency kept travellers updated and informed with regular posts to Facebook, Twitter, and related LinkedIn groups. It consistently used hashtags to ensure that anyone searching for information on the situation would find theirs.

Social media


Richard Larson
Brand manager
Gopromotional

Social media channels clearly offer one of the best ways to distribute content but they can also be a source for (loosely) creating it. Following local or similar companies that offer related but not competing services presents an opportunity to piggy-back off of their content by re-sharing it; that content may be of interest to your similar audiences. Ideally these complimentary companies can in turn reciprocate and share your postings, also furthering your reach. Best practices in social media hold that content should not be exclusively about your company and should not only be about sales. People like interesting information and repeated posts about your sales is not interesting. Instead, the focus should be on engaging followers and keeping the brand top of mind without a sales-focused message. Each social network can offer content in a slightly different formats and of course its is best to accompany images and links along with social content whenever possible, as well as linking it back to the company website or other digital channel.

Summary

When strategizing for content, it is important to look at all avenues and concentrate on providing a service, as well as a product, to your target audience. Reusing, repurposing, or updating old information to make it usable again is a simple way to leverage already created content and time and location offer natural ways to inspire content that can engage people and personalise it with the when and where of their lives.

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