Content is a game changer. It drives customer engagement, gives your brand a pulse, and – now more than ever – influences search engine results. The recent changes in Google have made the use of good content in your online presence a marketing priority. Companies must now out-publish the competition as well as out-advertise.
So who’s doing this well? Social marketing strategists point to Lorna Jane, an Australian active wear label for women. The company leverages excellent content about the lifestyle its product inspires on its Facebook page in order to create engagement and drive sales. Gone is the hard-sell approach. Today’s marketing trends are driving companies to talk around the brand rather than talking directly about the product.
And the result? 10% of Lorna Jane’s web site traffic comes from its Facebook page alone. Add in the company’s use of Youtube, Google+, Instagram, Pinterest and Twitter, and email marketing and you have a powerful social platform!
Keep in mind that optimizing your brand’s content is not a single channel approach. Some companies want to start and stop with a basic Facebook page. This is a step in the right direction, but a successful content publishing strategy needs to leverage all social channels for ultimate visual and verbal exposure. Start the conversations by publishing good content; then let your fans amplify it on several different platforms.