Say goodbye to exclusionary marketing and communications practices that brands have leveraged for years, and welcome the new approach that integrates the customer into the marketing production line. Building a customer content experience is critical to driving a differentiated and successful digital strategy, but as brands and publishers expand their social media presence on the web, integrating customer content into the mix is proving to be a fundamental component of a successful strategy.
With millions of competitors in the game, it’s important to differentiate your brand and ensure your message gets delivered. How do you do this successfully?
Whether you’re creating content on behalf of a brand, publisher or for yourself, the fundamental approach begins with constructing experiential content.
Here are some cool tips from the Atomic Reach editorial team.
- In their shoes -Put yourself in the shoes of your audience. Armed with sound research and knowledge, develop a content plan that appeals to your readers’ interests. Knowledge improvement based content programs are much more engaging and valuable to your customers.
- Build and understand the context of the relationship– Communicate with your fan base through personalized messages to build a relationship. Consider the nature of your relationship and the customer’s history of communication, then use your knowledge to create a personalized experience.
- Think about the hook - Reevaluate which areas of content and communication caught their attention in the first place, be concise with your ideas and approach, then focus on how to deliver the experience they are looking for. Explore your options of communication by using multiple media (i.e. video, photo, podcasting) to amplify the experience but make sure the plan supports your content goals
- Recognition – Incentives are wonderful, but recognition is also a great place to start. Consumers and participants will not invest time in producing or responding to content when there are no real benefits. The benefits can be as simple as referencing their comments, articles, blogs or Tweets.
Think reciprocity – understand and align their objectives with yours. In each of the steps, keep in mind that reflecting on the audience’s perspective is an ongoing evaluation. Lastly, prepare yourself for the responses you may get, you never know who’s watching.