The key to creating an effective online marketing campaign is to prioritise relevancy over share-ability. A study cited by the Washington Post 1 indicates that 80% of people use headlines to help them “decide if they wanted to read the full article before they had to click through” online. Without relevancy, your content will never be viewed, much less shared via social media, rendering your campaign useless.
So how can you create relevant content? We would suggest that you focus on topical subjects, so you can present your firm as an industry thought leader that consumers can depend on to deliver quality goods and services. But it takes a lot of time and effort to cultivate powerful online marketing campaigns.
How can you be topical, when industry trends can change so rapidly in this fast-paced, digital world? Igniyte considers five ways to create topical online marketing campaigns.
Know your consumer
The first thing you need to do is build a profile of your target consumer. This should include things such as age, gender, purchasing behaviour, chosen social media platforms and socio-economic status.
With this strategy, you will be able to determine which topics the people you wish to attract find interesting.
Tools such as Facebook Audience Insights, which analyse the demographics and online activity of your target consumer base, can serve as very effective market research resources.
Track emerging trends
When developing topical marketing strategies, it is crucial to determine what your target consumers are talking about online.
With this approach, you will produce content they will actually want to engage with. Here we would suggest that you use social media tracking tools such as trending topics on Twitter, so you can discover new trends quickly as they emerge.
You should also set up Google Alerts for key industry search terms, to stay up-to-date with what’s happening in your sector.
Focus on distribution
Distribution is critical for effective topical content marketing. Writing for The Drum 2, One Black Bear’s Creative Partner Richard Elwell argued that distribution was vital to his firm’s recent ‘train gate’ campaign for coach operator National Express, noting that “leading with paid social advertising fitted the idea very well.”
By putting the necessary distribution infrastructure in place early, you can capitalise on emerging trends quickly, so your content is relevant, rather than behind the times.
Embrace multimedia content
It is wise to utilise multimedia content such as videos, images and GIFs, as these ae becoming increasingly popular online. The Guardian notes 3, for instance, that videos will account for 69% of all consumer internet traffic by next year.
This indicates that video-based marketing strategies are not just advisable, they are essential for your firm’s marketing efforts going forward.
It is important to point out that mobiles are changing online marketing, as they allow consumers to watch videos on the go. Consider incorporating ‘vertical videos’ into your topical online marketing strategy, as they can be watched more easily by consumers via mobile.
Snapchat introduced vertical videos 4 last year and has since said that they viewed ‘to the end’ nine times more frequently than horizontal clips, showing that they are now powerful marketing tools.
Check content rigorously
If your content contains an error it can backfire, potentially causing a serious reputational crisis. This is a serious risk when it comes to topical marketing, where you have to post very quickly.
Take DiGiorno Pizza as an example. In 2014, the pizza brand used the trending “WhyIStayed” hashtag to promote its products, without realising that it was associated with domestic violence, causing a firestorm on Twitter. Check every topical post carefully before putting it online to avoid any backlash.
Measuring your success
You can use topical marketing to draw your target consumers’ attention to your brand, but it is a bit of an in-exact science. It is crucial that you measure your campaign’s success, via tools such as Facebook Audience Insights.
With this information you can determine what is not working and streamline your campaign, increasing your chances of creating relevant content.
1. https://www.washingtonpost.com/news/technology/wp/2014/08/26/what-is-click-bait-and-why-facebook-wants-to-display-less-of-it/ ↩
2. http://www.thedrum.com/opinion/2016/09/01/five-tips-creating-topical-ad-campaigns-how-one-black-bear-hitched-ride-traingate ↩
3. https://www.theguardian.com/small-business-network/2014/jan/14/video-content-marketing-media-online ↩
4. http://www.adweek.com/news/technology/snapchat-persuades-brands-go-vertical-their-video-164305 ↩