The internet has made things go incredibly fast. Everything follows a devilish rhythm and everything has to be produced, released and consumed equally quickly. The Internet has made the immediate become a fundamental element in our day-to-day lives and has modified all behavioral patterns and all rhythms. Suddenly everything has accelerated more than ever and brands have started to have to work faster than ever. This has made the immediate have become the epicenter of practically everything and has led to more or less forgetting the long term. The pressure to always be in real time, to connect with the audience at the specific moment in which it seems most necessary, has pushed brands to lose sight of the fact that after the present comes the future and that brands have an existence that it goes beyond now Estonia Mobile Database. Companies have to take care of their existence not only immediate but also the medium and long term, no matter how much the world has accelerated and no matter how much it now seems that everything has an expiration date that is located in the present moment.
As they explain in an analysis in Column Five, even in the world of immediate and fast, it is necessary to make a long-term strategy. In content marketing, which is the field on which they focus their analysis, the information should not be marked simply by the minute by minute, by what is happening right now, but also by what is expected to be achieved beyond the now. Thinking in the long term also means a battery of profits that the brand takes and helps to obtain certain benefits. The first, and the one that most often interests companies, is that ROI improves thanks to having an objective that looks beyond the immediate. If you think in a more general way, with a vision that goes far beyond the present, it is much easier to have a holistic approach to content. It is not the only benefit. Thinking in the long term also improves the quality of content marketing (after all, they are content that has been thought out, valued and that has been worked on for a long time) and now time (since it makes knowing what to publish at all times is more easy).
The impact of the content is also much greater, since having a prior guide and a long-term strategy means that a flow of content is being created at all times and avoids the temptation to play everything to one card. Therefore, betting on a long-term strategy helps to obtain stronger results and to be much more efficient in relation to consumers. But how do you create a strategy that helps achieve these goals while allowing you to connect with needs in real time? In the analysis, they recommend following certain steps to establish a guide for the future solvent. Identify the objectives The first step that a brand must take when it wants to establish a solid content strategy and one that does not stop only with the immediate and that really goes beyond is to know what it wants to achieve with it Brother Cell Phone List. In the other legs of marketing and brand positioning, companies do not go on an adventure without knowing what they are looking for with it.
Nor should they do so in content marketing. They have to ask themselves who they want to reach, what message they want to send to the world or what content will be the one that is really valuable to reach the audience. From there, what Column Five calls central objectives will be drawn, which will determine not only which platforms will be used to reach the audience or the type of content that will be created, but also the steps that will be taken in a generic way. Create the contact points Once you know exactly what you want to achieve, the rest of the steps come a little on their own. Brands do not have to start from scratch but rather have to follow the first element in decision making. Thus, once you know what you want to achieve, you have to force the situation to achieve it. In this way, the second point of the strategy is reached. Brands have to create the contact points between consumers and the brand that will help them achieve what they are looking for.
For example, if the brand wants to become an expert and a reference for a topic, it will have no choice but to generate content that shows that it knows what it is talking about. If, on the contrary, what you are looking for is conversions, the content will have to be oriented more as a sales element. Generate content clusters The content should not be released into the world in an independent and separate way, it should not function as a single entity in which things work by themselves. If you want to create a long-term strategy, it is necessary that the contents work as clusters. They have to be groups of content that push towards the same goal. What will actually change will be the type of content and the way it will be delivered to the consumer. In Column Five they differentiate between two types of content. There are core contents, which are pieces of content that function at a so to speak foundational level and that tie into the main touch points.
Then there are the content that they call divisible, that works for ephemeral issues or that can be reused and divided to reach more consumers (for example, a study that is launched in full and from which the most interesting content is then released when appropriate). Have a scheduling calendar The usual media had a programming calendar that indicated what they would talk about at all times and that gave the main lines of the year’s contents. Brands have to copy the idea in their content marketing strategy. The calendar not only works as a way of knowing that a video will be released on that day, but also allows a much broader vision of what is expected to be achieved and helps not to miss opportunities. Be clear about what you will need Another of the key elements that allows having a long-term content strategy instead of staying only with the immediate is knowing what resources you have and what you will need. If you work in the moment, brands may find that they do not have a trained staff to respond to what is needed. Not everyone can write quality content or produce videos or make graphics. A long-term strategy ensures that you know what will be needed and also that you have the resources to do it.
