We sing the praises of brands that appear to effortlessly lead the social conversation--Tom’s Shoes, Virgin America, Chipotle--while simultaneously hitting "refresh" on our Facebook likes, completely missing the point.
The numbers game (fans, followers, traffic, sign-ups, sales) will always fail as long as we fail to connect to what the customer cares about: footwear that makes a difference, a travel experience that makes flying fun, fresh food and great music. Marketing strategies will maintain their mediocre successes as long as we keep expecting engagement and loyalty from our customers without giving them the same consideration. However, by investing time and resources to develop great gobs of gorgeous content with compelling, interesting messages worth sharing, the scales will tip, the pendulum will swing.
Whether your goal is to galvanize public awareness around an important social issue or showcase new spring denim colors, aim to deliver relevant, sharable content for your customer across multiple touch points that connect to their life moments.
Here are some considerations when introducing strategic content strategy into the mix: