The best word to describe the demands of today’s digital marketing environment is more.
More, more, more.
Your marketing team is expected to meet those demands and deliver more value. For executives within your company, the value is calculated by lead count, the marketing pipeline, and especially ROI. For your customers, value means concrete reasons to justify the time spent learning more about your products or your brand.
As a digital marketer, you need to think about the whole buying journey.
Your business needs to expand but you need prospects to grow at scale.
Prospects only become customers by engaging with your brand.
Engagement can only happen if people are aware of who you are.
Awareness is only achievable by inserting your brand into the channels where people consume content.
See how many steps are included in this process (and there are more). It’s a complex journey and requires A TON of content to lay the pipe for success.
You also need to get that content out to market as fast as possible to build awareness, boost engagement, and achieve your marketing goals. By using a technological platform, you can create content customized to your brand and:
Tell more people about who you are
Boost and sustain more engagement
Build more connections aligned to mobile-friendly behavior
Let’s go a little further into each of those benefits.
1. Create More Content to Tell People Who You Are
The earliest phase of the customer journey is awareness. People need to know who you are and what your brand stands for before they will ever develop an interest in your products or services.
You need content to educate people about your brand’s identity and you need a lot of it. The more often you share content with your audience, the faster they’ll remember your brand without being prompted to do so.
Content that’s primarily visual or video in format is more likely to register with people who are just learning about your brand. The human brain processes visuals or videos much faster than other forms of content, and 40% of people are more likely to respond positively to visual content.
It’s not easy to create visual or video content
Two significant factors limit your team’s ability to create content at scale - time and resources. If you’re splitting hairs, you can make the argument that there are actually three factors by separating budgets for visual or video development from working resources.
What’s the solution to those limitations? Technology.
Technology has many benefits that people wouldn’t deny. But a platform with the specific purpose of connecting your brand to the creative experts who create on-brand visual content is a valuable asset. The creative experts you partner with through your platform can create more of the types of content that will attract new people to your brand, and help you collect a whole library of creative material.
This model streamlines the creative development at a much faster rate than keeping the creative process entirely in-house. You can also provide specific brand guidelines to your creative partners to guarantee that the content remains entirely on-brand.
2. Create More Content to Boost Brand Engagement
Once you’ve helped your audience learn who you are and what you do, you need to keep them engaged with your brand.
Here’s the biggest challenge when it comes to engagement. There are so many channels where people can and do consume content. Think about some of the biggest networks where you consume content on a daily basis.
The list goes on.
You need a multi-channel approach to content creation
Take a look at this graph from Facebook describing the cumulative impact of video based on the length of time the content plays.
You can see that the greatest impact from video occurs within a 3-10 second window. That’s not a lot of time to make your point or keep people around.
However, if you create and promote videos across multiple channels, you’ll increase the number of people who see your content. You’ll improve the likelihood of connecting with your followers, even if those connections are with a small group. You can make an impact on this segment of your audience, and encourage those followers to build stronger connections with your brand.
All that being said, don’t just go and promote the same video on every channel in a repetitive cycle. You want to connect to different people on different channels at different times using different content. Whenever possible, create content that’s custom-made for each specific channel (or as many channels as you plan to include in your marketing strategy).
These are all valid reasons why you need a little agility in your creative process. If your team spends a lot of time or resources creating content, you’re missing out on opportunities to connect with prospective customers right now.
People are browsing new content every day but it’s on you to ensure your content is available for discovery.
3. Create More Content to Match Mobile Behavior
Mobile behavior is undoubtedly driving the shift in consumption habits and is one of the main reasons digital marketers require agile creative solutions. People are interacting with content in bite-sized formats and will spend only a few seconds deciding whether a piece of content and the brand that created it, is worth their time.
Take a look at this table describing the average amount of time people spend engaging with content across various channels.
As you can see, the amount of time spent using mobile devices to interact with content is rising year over year. Conversely, the amount of time spent consuming content on desktop, while showing less of a dramatic change, is on the decline.
Think about the mobile app
Remember all of those social channels we talked about? Where are people interacting with those channels? Over 90% of time spent interacting with social content is done via app rather than browser. This is the behavioral mindset you need to adopt when creating content.
As a result of mobile behavior, you always need more content to reach people as they enter their apps. There’s a discovery mindset behind those habits. People are actively searching for new content that’s interesting, entertaining, educational, or a combination of them all.
You need a process to scale creation with quick turnaround times in order to get your brand into those social feeds as frequently as possible. The more content that you create, the more content that you can promote. The more content that you can promote, the more time that people engage with your brand.
The more time that people engage with your brand, the more likely that they’ll become loyal customers.
It was said at the beginning of this article and it’s been repeated throughout the narrative. More is the word you need to keep in mind when approaching new ways to create content. The best way to acquire more content is to use technology to accelerate your creative process. The faster you build your content library, the faster you get your promotions up and running. And the faster you can promote, the faster you can connect!
Ready to introduce a little agility into your creative process? Book a demo with our experts to discuss how our platform can connect you to the best creative experts and build you a whole content library.