Ready or not, the holidays are coming. Whether you are celebrating Kwanzaa, Christmas, Hanukkah, Festivus or simply the right to eat your weight’s worth in cookies, it’s the most wonderful time of the year! To get into the holiday spirit, we’ve been thinking of how your content strategy can lean into the season to help customers best engage with your brand.
Venture into any big box store or mall and you’ll find the halls decked with displays of holiday gift ideas, cozy slippers and robes, the latest electronics and the hottest toys. All of these things are there to help customers get into the spirit of the season, make their loved ones feel special with a personal gift, and ultimately, cultivate loyalty in their relationships. Similarly, an effective content strategy shows your audience that you care, and gives the gift of amazing, helpful content that will hopefully win brand devotion in return.
Modern content strategy is about more than just building and sharing content for your brand’s blog, website and social media. Powerful content fuels a meaningful experience to develop lasting relationships with your audience. To inspire you, here are three holiday gifts you can give to your audience to help them engage with your brand.
Produce and Distribute Valuable Content
From cheesy movies to silly songs about snowmen, it’s absolutely acceptable for branded content to be informal during the holidays. Humorous ads, animated videos, and goofy infographics are a few ways you can engage your audience through entertaining content. But the type of message that’s going to resonate with your audience and keep them coming back to your brand is content that delivers value. Customers most value content that “informs” (40%) and “educates” (28%) them. Only 17% of respondents say that content that “entertains” is the most valuable and 11% say content that “inspires” is the most valuable.
Will the content you produce today still be useful in a month or a year? If the answer is yes, that is valuable content! Producing content that your audience can download, bookmark and share is a great way to become a trusted resource—and to be the brand they think of when they’re ready to buy.
Honor Customers’ Individuality
The most delightful and engaging holiday experiences are those that honor individuality to make others feel special. Just like the “perfect gift” is personal to a recipient, 80% of customers are more likely to purchase a product or service from a brand who provides an individualized experience. Rather than gifting cookie-cutter content, you can personalize the customer experience based on their individual needs, wants and preferences.
How do you do this? First, build a complete picture of the customer and understand them intimately based on all the data they’ve shared with you. Automated, scalable and real-time data extraction and analysis, delivered by the right machine learning tools, aligns customer profiles with the content available and delivers that customized content through the right channels. Marketers who prioritize customer individuality will be able to deliver hyper-relevant content experiences throughout the entire customer journey, gaining the attention and appreciation of their audience.
Provide Individually Relevant Experiences
The final, and likely the most important part of holiday content strategy, is how you deliver the experience. The delivery should be unique to the individual, make the experience feel special, and timed strategically to increase your chances of receiving the optimal reaction. A surefire way to generate engagement and loyalty with your content strategy is through individualization, with individualized content experiences based on the unique characteristics and behaviors of each individual consumer delivered.
Giving your audience the gift of individualized content experiences will drive deeper engagement and trust with your brand—91% of consumers are more likely to shop with brands that remember to send them relevant offers and recommendations. Leveraging the customer profiles you’ve built to honor their individuality, you can individualize content to a segment of one and deliver truly personalized content in real time.
Connect Your Audience to the Content That Matters
With the proper individualization tools and strategy in place, you can help customers spark engagement with your brand during the holidays, and year-round, by delivering individualized content experiences.
Click here to take a closer look at how individualization technology works to create 1:1 content experiences for customers.