Launching a new brand or product? Develop your content strategy
29 March 2017
So, you’re planning the launch of a new brand or product, but how much time and effort has gone into developing your content strategy? A successful launch is one that can be intrinsically linked to the development of a cohesive content strategy. Specifically it should be a strategy that encompasses all online and offline communication, including social, e-mail and PR activity.
A well documented content strategy can help your team stay on track providing them with a transparent framework alongside a clear sight of content marketing goals. Importantly taking the proper time to develop audience personas and aligning content efforts with business goals, ensures that a system is in place to capture and measure the content’s performance.
Preparing content for your entire launch and pre-launch can seem daunting, but planning ahead to create quality content that meets your brand goals, is key in the success and longevity of the operation. But, what are some of the overarching considerations for a launch content strategy?
How much do you know about your target audience? Do you know their buying habits, influences, platform preferences and online behaviours? Research and insight into your target demographic will guide the type of content you should create. This will help identify content pillars to ensure that content created adds value to customers and increases their affinity with the brand. Do keep in mind that you’ll have to regularly revisit your audience insights, as they will develop and change, and your content will need to reflect this in order to stay relevant and engaging.
Platform choices and consistency
With new trends and platforms regularly appearing online, it may not be easy in determining which channels and formats will work best for your brand. The initial audience insight should help prioritise channels to focus on and understand which formats best engage the target audience.
A general rule to follow is that you don’t want to exist on a social platform just for the sake of it. For example, we recently shared our reasons for leaving Twitter and whilst this platform continues to be essential for other marketing agencies, it just wasn’t for us anymore. Ultimately, platform choices come down to understanding why customers are on a particular channel and tailoring your brand message, frequency and content to enhance their experience as opposed to disrupting it. And, it’s no secret that brand messaging should remain consistent on all channels your brand chooses. If key messages are maintained on all channels, this has the ability to improve the user experience, drive understanding of the overall messages, thereby increasing potential for advocacy and customer retention.
Allocating budget for paid promotion
Sharing content on your chosen channels may not be enough to raise brand awareness and gain customers especially in a launch scenario. Paid promotion on social channels like Facebook, Instagram and Twitter can be a great way to increase brand awareness and traffic numbers before a launch. It is also essential in maintaining conversations and engagement during the launch and post-launch.
By failing to prepare, you are preparing to fail
Your content strategy should be developed pre-launch in order to maximise communication with prospective customers from the start. It requires preparation and thought, and all departments involved need to understand how the strategy is to be carried out and activated to achieve success. All content strategies will also need an implementation plan, whether this means partnering with an agency like us, or in-house delegation.
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