3 tips for storytelling to create an emotional connection
Marketers are storytellers and, as such, they must know how to cater to their audience to garner top engagement and loyalty. Gary Briggs, CMO at Facebook, shared three engagement insights at Ad Age's Digital conference in San Francisco earlier this week:
Read more at Advertising Age
Brands revamp content marketing using data insights
With more than 2,500 attendees at Content Marketing World last week, there's no doubt that brands are invested in content, but brands need to do more than just churn out blog posts — the content needs to be engaging and shareable. Companies are using customer data to create more relevant content and drive social engagement with customers.
“Owned content that highlights data — particularly visual content like infographics — conveys a large amount of information very quickly, and people tend to pass it along on their own social media," says Matt Thornbrough, SVP managing director of Media Partnership Corporation. "The more entertaining the content, the more shareable it is to a larger segment of consumers."
Read more at Digiday
Earn loyalty faster by talking to customers on the channel they prefer
Building customer trust is key for retaining customers and boosting brand reputation, yet it takes two years for the average customer to fully trust a brand, according to a survey from SDL. To shorten the trust journey, SDL suggests reaching customers on their preferred channel. Baby Boomers prefer in-person interactions or phone conversations, older Millennials interact on Facebook brand pages and mobile websites, and younger Millennials communicate on Twitter and online customer communities.
Read more at Marketing Pilgrim
Content marketing is a value proposition
Marketers know the importance of earning customers' trust and establishing a connection with them, yet most marketers rarely talk to their customers, says Ann Handley, chief content officer at MarketingProfs. While a marketing team may not have in-person interactions, it can listen to conversations on Twitter and communicate with customers on other social channels. Creating a long-lasting relationship with customers is about listening to what content they prefer and showing them the value of your content. "The best content marketing isn’t about what you do or what you sell — it’s about how what that thing does for others," Handley says.
Read more at Top Rank Blog
Brands become trusted advisors with content
Customers on average engage with 10.4 pieces of information before purchasing a product or service, according to Google's Zero Moment of Truth report. Beyond interacting with in-store salespeople, customers often engage with digital and social content, proving the impact of content on sales. Since more customers want to do research on their own, brands must provide customers with the information to do so. Content isn't replacing sales, argues Daniel Newman, president of marketing consulting firm Broadsuite, but digital and social messages give brands the opportunity to become a trusted advisor and information source.
Read more at Modern Marketing Blog