2. Share your philosophy & ideas
Put your money where your mouth is : convey what you stand for. What is important to the brand or company, what are the goals, what do you believe in? Find the connection with your service or product and you are rammed. Because there are undoubtedly enough peripheral matters that have to do with your company, bend these into interesting content marketing.
Burberry Acoustic fits in perfectly here. Music is not at all a core business for the company, but it plays such a big role in all the decisions that creative director Christopher Bailey makes and is such a constant common thread that he felt it deserved more attention. Because people say that someone's taste in music secretly says a lot about them for a reason.
For a company in the lifestyle & fashion segment, this is just as true. So don't just communicate about the price if you have much more to say. In this way, you can engage visitors much more effectively and have them return.
3. Make the visitor part of your brand
Burberry's Kisses example is a sublime way to engage the target group with the brand and make them a real part of it. This interactive piece of content marketing makes the communication between brand and customer go both ways. The time of 'send-send-send' is really far beyond us.
Whether you want the visitor to fill out a contact form, place an order with a few mouse clicks, download something from your website or simply have your brand on the radar as informative/relevant/beautiful, linking a concrete goal to your content marketing message helps to streamline the whole thing.
In addition, you can determine the KPIs more specifically to measure whether the action was successful. Always keep the customer journey in mind, take your visitor by the hand and lead them in philippines mobile number list a friendly and clear way to the conversion goal you have set.
5. Make sure the design is right
If you look at the examples above, they are all perfectly aligned and consistent in the use of font, logo, atmosphere and style. It all fits perfectly into the overall whole of the Burberry world. And the eye wants something too.
This holistic approach can only have a positive effect on your brand, because nothing is as annoying and disruptive as inconsistency. Specifically for content: keep it simple, clear and well-organized. Ensure a logical layout and flow ( hello customer journey, again! ).
And if we're talking about a web page: make sure there is enough variety between text, images and video.
6. Close with a clear call to action
And this brings us full circle with the first point. Make the desired follow-up action clear, don't leave your visitor hanging!
What do you take away from Burberry’s content marketing? I’m curious.