content marketing strategy
content marketing strategy

How much consumers engage with a brand’s content largely depends on the company selecting the right content marketing strategy. Since marketing teams spend about a third of their budgets on content creation that ranges from content marketing, advertising, sales collateral to product marketing, they have to make sure they’re choosing to go with the right strategy that will yield the right benefits for the company.

However, despite a big chunk of the marketing budget being spent on content creation, less than half of all marketing teams actually have a clearly defined strategy. And yet, attracting the attention of the consumers, acquiring them, and retaining them is largely based on that strategy.

Currently, one of the most popular content creation strategies, which is set to become even more prevalent in the coming months and years is video content, and more specifically, personalized video content. This type of content can efficiently have the customers take the next action in their buying journeys.

Not only do personalized videos improve customer engagement, but they’re also a great tool for companies to have the target audience turn into returning customers.

These types of videos should be used to address a certain need or a pain point in the consumer’s buying journey, either by creating a strong emotional connection with them or by giving them valuable information.

Personalized videos tend to work well when the viewer is already familiar with the company. Additionally, these videos are different from traditional videos or targeted videos. Companies can use these types of videos to either improve or strengthen the existing relationship with the consumers. But because they are highly personalized, they should only be used with current customers.

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For example, when Adidas wanted the audience to remember the 30-year collaboration with the Boston Athletic Association, while the brand was a sponsor of the Boston Marathon, it filmed all of the participants in the marathon throughout different points along the course, and then sent every single one of them a personalized video about a day later.

The open rate for the emails with those videos was 113% more than the baseline for the brand, while the clickthrough rate to the company’s website ended with a big increase in apparel sales.

When developing a campaign, the marketing teams already have a specific action in mind they want the consumers to take, to reach a company goal. Personalized videos can be used to steer the audience toward that desired action. And the video content should be created with the buyer’s journey and the goal in mind beforehand, to make sure the company receives the desired results.

As with the previous example, Adidasd wanted to commemorate the long-standing collaboration and did so by eliciting an emotional response from the consumers, while raising brand awareness and leading them to make a purchase that they’d remember for years to come.

Finally, when companies are looking to create personalized video content, they first have to collect a lot of high-quality customer data. They then have to mix this information with some general information about the consumers, before creating a video that has a perfect mix of personalization and generalization.

This way, the consumer won’t be put off by being shown a video that’s irrelevant, or a video that’s too personalized, leading them to wonder what type of information the company has collected.

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Ronn Torossian is the Founder & Chairman of 5W Public Relations, one of the largest independently owned PR firms in the United States. Since founding 5WPR in 2003, he has led the company's growth and vision, with the agency earning accolades including being named a Top 50 Global PR Agency by PRovoke Media, a top three NYC PR agency by O'Dwyers, one of Inc. Magazine's Best Workplaces and being awarded multiple American Business Awards, including a Stevie Award for PR Agency of the Year. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected public relations executives. Throughout his career he has advised leading and high-growth businesses, organizations, leaders and boards across corporate, technology and consumer industries. Torossian is known as one of the country's foremost experts on crisis communications. He has lectured on crisis PR at Harvard Business School, appears regularly in the media and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. Torossian's strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, a Top Crisis Communications Professional by Business Insider, Metropolitan Magazine's Most Influential New Yorker, and a recipient of Crain's New York Most Notable in Marketing & PR. Outside of 5W, Torossian serves as a business advisor to and investor in multiple early stage businesses across the media, B2B and B2C landscape. Torossian is the proud father of two daughters. He is an active member of the Young Presidents Organization (YPO) and a board member of multiple not for profit organizations.