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The average millennial spends about 6 hours and 42 minutes a day plugged into multiple devices and consuming content. So for businesses, creating engaging content is key; there is no better way to capture new leads, sell products and services, spread brand awareness, and build a winning reputation. But with so much online competition and demand, it’s easy to get lost in the crowd.
Nobody will notice you unless you draw attention to yourself. Content, whether it be on social media, in newsletters or blogs, can help you boost your online presence and enhance your brand. Done well, you could even position yourself as an industry authority. The best content showcases your brand without showing off, but also manages to educate, empower and build trust.
Content that is useful in a practical way will be shared over and over again. And consumers will come back for more. When we have a problem, we search online for the answer. So the key for brands is to be there with the best and most comprehensive answers.
Create content, like e-books or webinars, that uses your knowledge to educate. Educational content is effective because if you can break down a complex topic for someone, you can earn their trust and help them at the same time. Case studies are also useful because they can showcase your strengths and show people what you can do.
Don’t just share your own news and knowledge; create content that shows you’re an expert in your field and are up to date with the latest industry insights and developments. If you come across an interesting fact or story, share it, but add your own analysis and conclusions to give it a spin of your own.
Some of the best content evokes emotional reactions like awe, wonder, anxiety, sadness and humour. So tell authentic stories about your brand and the people that make it happen. People want behind-the-scenes access. Never-seen-before content is a big hit for businesses. Reveal how you develop your products, or showcase behind-the-scenes videos of your events. Even clips of day-to-day life will create interest by giving your audience an insight into the people behind the brand.
Tell real-life stories of how your brand has transformed lives or how, as a brand, you have overcome challenges. Help people to see themselves in your content by focusing on the issues or challenges they face. Show your human side and say it with feeling.
The key is to know your target audience; what do they want or need? What challenges do they face? Content must not only answer those questions, but also communicate your company’s values – all in an entertaining and engaging way. Create content that is relevant to your audience or find information that’s relevant and use it to create content that’s custom-tailored to help them. Then publish regularly to show you are consistent and committed.
According to recent research, 64% of business-to-business (B2B) marketers hosted a webinar in the past year — highlighting how essential webinars and webcasts have become in driving engagement, generating leads, and showcasing expertise.
A webcast host may present slides, videos and graphics to a large audience, up to thousands, or even tens of thousands of people. In the commercial sense, streaming live events like investor relations presentations, conferences, e-learning trainings and corporate presentations are common use cases.
Webinars allow brands to engage directly with their target audience using a video or audio-only format, sometimes with slides. A key feature is the interactive elements like Q&A and polls that allow brands and audiences to give, receive and discuss information in real-time. Plus, by generating registrations and email marketing, webinars can help to build relationships with both new and prospective clients. And the best bit, live webinars can be released as on-demand versions and just keep on working for months after an event.
Interactive content like quizzes and surveys is popular. People love to select responses and see a result tailored just for them. For businesses, if engagement, active listening and participation are the most important goals, webinars make the most sense. Interactive, collaborative events like seminars, corporate town halls, marketing events and thought leadership talks would all benefit from live chat, polls and Q&A sessions.
Thought leadership can build awareness of your brand by inviting people to engage in conversations on current issues and topics. If this is relevant to your audience, it will show them that you are in tune with them and understand the challenges they face.
Images can often tell a story better than words, and people are more likely to click on an image or video than just plain old text. Video content, particularly live video, generates more comments, shares and engagements than any other content, and it helps brands become more genuine and authentic by being more transparent. This, in turn, builds trust and makes consumers feel more connected with brands.
It’s not necessarily about originality; it’s not always the most unique content or the newest ideas that deliver the most success. Sometimes it’s wise to use the same content that has been successful in the past – but with a new twist. So, the secret is to track and analyse your content. Then look at ways to recycle, update or produce the successful content in different formats or through different channels.
Don’t just blog, create a collection of multimedia content like white papers, e-books, videos, landing pages, infographics, webcasts, webinars, etc and publish them on as many channels as possible. Keep producing content so you can continually improve and understand what pushes your audiences’ buttons. If you hit on a winner, stretch your content by creating follow-ups or recycling it in a fresh format. The most important thing to do is keep the momentum going.
Ready to supercharge your content strategy and boost your brand’s online presence? Whether you need high-impact webinars and live streaming, immersive virtual events, or scroll-stopping content with our promotional video services, Bombora has the tools and expertise to help you stand out. We also offer branded graphics packages and highlight videos to keep your visuals sharp and memorable. Let’s create content that not only connects but also converts. Get in touch today.