After launching branded content strategies with Hubspot, Bancolombia, Orcale, Nu, Cisco and more than 65 global brands,
We distill the form more convenient to make every piece of branded content you launch incentivize the consumption of other pieces of content you have launched before.
Initiating cycles of "binging" of your content.
And this is key because it is about structuring a content strategy that nurtures the relationship with the audience, builds loyalty and, in the end, builds a better quality audience that then consumes more easily.
It's the best way to get more juice out of your investment in the content you've made so far.
Let's get started.
STEP 1: Put your first impression on steroids
Think of your content channels as repositories or libraries of everything your target niche wants/needs...
Often in internal content grids the content pillars are very clear and how everything is related to the audience.....
But the most common problem is that that's not so clear to someone coming in for the first time after consuming the most recent release....
Titles, thumbnails and descriptions don't give that person a clear first impression and you lose them,
So the first thing is to make sure that when someone first comes to that channel (YouTube, Spotify, etc) they see in the first screenshot:
- What the brand talks about
- Who the content is for
- The benefit of consuming the content
While this may sound simplistic, I want you to go RIGHT NOW and read the description of any of your brand's channels and tell me if it complies with what I just told you.....
........... 30 seconds to go......
Yes?
Excellent!!!
No?
🤨
STEP 2: Use the feed to your advantage.
Today everything is a feed...from Instagram to Netflix, all content consumption of online content goes through a feed that you as the brand you can organize.
Either by posting in order or by moving everything you have already launched from the control panels of the platforms.
Why is this important?
Because it's a detail that most ignore, but it's key....
When someone first comes to that channel, they should see more of what they are already interested in, something that looks like the natural next step of consumption.
If he came to your channel for zodiac sign content, he should see something else that touches on the same topic or relates.
And that is achieved by organizing the feed and the content grid in such a way that all the time they are rotating and that always, in the first impression, there is more of the same.
STEP 3: Reverse CTAs.
The most common problem is that the CTAs inside the content are only for the benefit of the brand (comment, like, follow, etc)...
But when you make CTAs that lead to something else that interests them or gives them more value, they are actions that give them a benefit. to them
That's why within the content you have to start making mentions and CTAs to other similar contents...
This saves them work, grabs their attention and makes it very easy to jump from one content to another.
With these 3 steps you will see your audience grow as they consume more branded content
Now go and put it into practice and let me know how the results change...
And if you want us to do all this for you, as we have done with brands such as Skandia, Grupo SURA, UBS, P&G, 3M and many others,
Let's talk, schedule a call with us here.
A hug
Medium Orange Juli