Sweet is a huge deal on Halloween– a $ 2.6 billion type of huge deal. And every year, candy companies take their marketing to the next level– releasing new varieties, creating eye-catching product packaging, and releasing larger and much better range packs.
And every year, individuals consume it up. They buy all the brand-new varieties with elegant product packaging in the biggest bulk sizes they can find, buying an amazing 90 million pounds of chocolate alone. If you consider your content marketing efforts like candy business believe about ‘leveling-up’ their treats for this sweet vacation, people will eat up your material (and continue coming back for more). How can you ensure your content is alluring? Revitalize it like the candy experts do. Even if you’re not marketing something rather as universally appealing as candy, there are a few helpful pointers you can apply to your material marketing strategies.
Take a regular Reese’s peanut butter cup. Now, take the specific same components, but shape it into a pumpkin. What do you get?
There’s just something about those holiday-shaped Reese’s that make them definitely more appealing than your basic peanut butter cups. And all they did was alter the shape.
Do you see the marketing lesson here? Repurposing high quality material you currently have can enable you to reach more people without needing to put in the effort of producing something totally brand-new. Pull a short chapter out of an eBook and publish as a blog post, turn an article into a quick, five-question evaluation, or pull a couple of metrics from a white paper and develop an infographic. Very same fundamental active ingredients; new presentation. Reese’s was really onto something, huh?
Sure, it ‘d be fantastic if you could be the home that is understood for giving out full-size candy bars every year– however if you get hundreds of trick-or-treaters each year, that’s not the most financially smart strategy. That’s why the majority of people opt for the bags of fun-size deals with; you can get lots of pieces for the rate you would have paid for simply a few full-size bars.
In the same method, you need to be sensible about the resources you have readily available to produce new material. While there’s a time and place for anchor material like eBooks and white papers, there’s likewise worth in short-form or social-first material, like a single detailed pointer that you can share on your social platforms or a quick-and-dirty 30-second video shot on your iPhone.
“Fun-size”content can be important and interesting, and ultimately drive your readers to some of your longer-form content– without needing you to consume all your resources to develop it. It likewise permits you to test out new concepts and formats with your audience.
When you buy Halloween sweet, possibilities are you do not purchase a number of bags of plain Hershey bars. You probably go for a variety pack, so you do not simply get Hershey bars, however likewise Kit Kats, Reese’s Cups, and Almond Joys.
Why? You wish to attract every little beast’s or princess’s taste buds. Let’s disregard the fact that you’re providing complimentary sweet (which must be enough in and of itself); you desire every trick-or-treater to be able to reach into your bowl and select a treat he or she likes.
When creating content as part of your marketing efforts, do not assume that every individual in your audience prefers long-form content. You want variety– so you offer a short, interactive version of an eBook with the ability to download a full PDF variation. Spin off a couple of blog posts, videos or lists from the details. Grab your audience’s attention with the material format they choose.
When you go purchasing your Halloween sweet this year, you’ll discover plenty of the reliable standbys: Package Kats, Reese’s, Starburst, and Butterfingers. But you’ll also find a couple of advanced varieties, like glow-in-the-dark Hershey bars or Sour Spot Children sweet corn.
If you opt for the classics, you’ll bring in a solid group of trick-or-treaters. If you opt for something new and interesting, word may spread, and a couple of additional kids may come by.
However if you stop working to provide anything even near present– say, leftover candy from last Christmas or, even worse,– raisins– you may see your numbers drip off. You’ll end up being THAT house– the one all the kids prevent.
The lesson? You don’t constantly need to get on all the current content patterns– if a podcast is going to fail with your audience, for instance, don’t invest the time and resources into establishing one. Don’t rely on material established years ago that’s stale and out-of-date. You need to provide pertinent, quality content to keep your audience engaged.
As you unwrap a few Reese’s pumpkins and glow-in-the-dark Kit Kats this year, think of how you might sweeten up your content marketing strategies. Much like the very best sweet can increase a home’s reputation as the trick-or-treat place, quality content can strengthen your credibility as a next-level marketer (and your business’s credibility overall) and will influence your audience keep returning for more.