Disney knows what its customers love and that’s just what it gives them. The entertainment media giant understands that a well-proportioned content strategy is crucial to effective marketing.
The media company satisfies its audience by posting behind-the-scenes movie footage and crafting engaging blog content that hooks readers. This works because Disney knows how to balance two important kinds of content: traditional and lifestyle content.
With the right traditional-to-lifestyle content ratio in place, you can expand your company’s reach, increase click-through rates on call-to-action posts and improve your organization’s overall brand’s success.
If you want lifestyle marketing to work for your company, know how your company’s brand aligns with consumers’ values and become an extension of those values. You’ll use fewer calls to action, but the ones you post will connect more effectively with your customers.
Here are three tips:
1. Conduct a professional or DIY branding session.
Figure out the following: What makes your brand special? Answering that question will help you build a content strategy that your customers can relate to.
Conduct a branding session to identify the unique appeal that sets your company apart. Your budget will determine whether you commission a branding project from an agency or dig into the data with your own team.
2. Target customers with a few limited, personality-based topics.
When dating, you work hard to find out and cater to your partner’s likes. Do the same for your customers.
Create a branding persona that captures every detail about your target audience, including a wide range of their interests, such as music preferences and hobbies. Use this data to build a style guide and content strategy that encourages engagement and makes customers fall in love with your company.
3. Channel the campaign through an influential network.
Your company’s brand doesn’t have to be fronted by a celebrity to make a big impact. Networking is a powerful factor in lifestyle branding, so put your energy into building a network of influencers. Just like a circle of friends who share information with one another, these influencers will talk about your brand and share your content within the context of an authentic lifestyle.
According to advertising legend Keith Reinhard, one of the big obstacles to effective marketing is “the obsession with quick results.” If you’re not careful, your focus on numbers will overshadow effective lifestyle marketing. Instead, understand your audience and use that knowledge to strike the perfect balance.
If you are into content marketing, you need to consistently create valuable content. Even a single exception can break all the trust that you have built over the years.
Today, the role of a copywriter is quite similar to that of a journalist. Just writing a blog or two to answer your customers’ questions is not enough. Your marketing team should start telling engaging and helpful stories.
Are you tracking your content ROI?
How do you know if the content was successful or not? Contrary to the popular belief, determining your content ROI is not an uphill battle. But the insights you will gain from it will surely help you to create compelling and valuable content in the future.
Survey says around 21% percentof B2C marketers fail to track their content ROI.
You already have the tools at your disposal to track the numbers. You just need to understand the role your content plays in building customer relationships and model it properly to enhance customer engagement and loyalty. Eventually, content of that sort improves your conversion rates.