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Content Is Not Enough!
If Content is Your Only Marketing Strategy, don't read this. It'll break your heart.
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If Content is Your Only Marketing Strategy, don't read this. It'll break your heart.
Thread time
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As a Marketing Strategist, I've noticed this strange trend:
ONE marketing tactic is isolated and promoted into a strategy, "the cure," "the one and only," "the best," and currently the offender is CONTENT. https://twitter.com/JoePulizzi/status/1329443349493911555
ONE marketing tactic is isolated and promoted into a strategy, "the cure," "the one and only," "the best," and currently the offender is CONTENT. https://twitter.com/JoePulizzi/status/1329443349493911555
1. The Importance of the Integrated Marketing Strategy
Great marketing strategy is not only effective, but it's replicable and scalable.
If the #content is your only strategy, you might not be able to attribute, monetize, or scale.
Great marketing strategy is not only effective, but it's replicable and scalable. If the #content is your only strategy, you might not be able to attribute, monetize, or scale.
Instead, diversify. Marketing changes all the time; new vessels come and go. If you only have one channel, you are at the constant mercy of that channel. Build your strategy holistically early on, so you can grow even when some channels underperform or disappear.
Spruce content in as many channels like butter to build an audience and inspire loyalty, but don't indulge in it https://twitter.com/Frank_Strong/status/1329443939401805830
2. Anchor Customers in Other Channels
Consumers change focus all the time.
New platforms emerge and change the game (e.g., #tiktok , we are looking at you), and if your entire audience is there, it will go away with that platform #tiktokbanned .
Consumers change focus all the time. New platforms emerge and change the game (e.g., #tiktok , we are looking at you), and if your entire audience is there, it will go away with that platform #tiktokbanned .
Instead, anchor customers in other channels- invite them to your email list, enroll them in your referral program, ask for the sale, send them gifts (you know why
3. Scale Faster with Traditional Marketing
Despite what digital-only influencers tell you, some traditional marketing forms still work, even in pandemic and at predictable conversion rates.
Despite what digital-only influencers tell you, some traditional marketing forms still work, even in pandemic and at predictable conversion rates.
If it makes sense for your targeted audience, buy a commercial on #Hulu , send #directmail , pay for #DigitalMarketing ads, get #affiliates , get on a #podcast, do #publicrelations , or whatever else makes sense (hence the integrated strategy).
#traditionalmarketing can help you cast that net and catch a lot of fish that is not even aware of your content.
4. Content Only approach is not free or cheap!
Another trend that irks me is someone is telling startups that #contentmarketing is free. It is not.
Great content requires resources and time (writers, designers, videographers, editors, social media personnel, etc.)
Another trend that irks me is someone is telling startups that #contentmarketing is free. It is not. Great content requires resources and time (writers, designers, videographers, editors, social media personnel, etc.)
Sometimes relying only on content to grow can be longer and more expensive than other channels.
5. Focus on customer connection and experience.People don't read, they skim, but they sure love to experience something.
Especially in a #pandemic,where we are all deprived of the experiences,companies that figure out how to adjust their experiential channels will see success
Especially in a #pandemic,where we are all deprived of the experiences,companies that figure out how to adjust their experiential channels will see success
Can't organize an event, no problem; make it digital or drive through - we'll line up to get out of the house. Content can gain momentum and evoke emotion; it can even go viral, so what?
Even viral content doesn't always monetize or creates memories - experiences do.
Integrated Marketing Strategy doesn't only lay out the steps; it teaches you how to walk.
Think of your business as a complex body; a marketing strategy is a brain; spend time developing and evolving it; don't just butter it up.
https://twitter.com/igorbielo/status/1329697813324845060
Think of your business as a complex body; a marketing strategy is a brain; spend time developing and evolving it; don't just butter it up.
https://twitter.com/igorbielo/status/1329697813324845060
