Win Over Audiences with Effective Finance Content Marketing
Learn how to define, collect and use zero-party data, first-party data, second-party data, and third-party data in your marketing strategy.
Custom content marketing is key to achieving long-term brand success. But, content creation can be expensive and time-consuming. A content amplification strategy allows brands to do more with less, maximizing the return on investment.
In this article, you’ll learn how to create an impactful content amplification strategy that expands reach and extends content shelf life.
Content amplification can build an authoritative voice for brands in any industry, from CPG to finance to B2B. For more complex industries, it is an opportunity to establish thought leadership and position a brand as a trustworthy educational resource.
Alternatively, content can be all about entertaining the consumer – driving brand affinity and engagement. Whether you’re amplifying successful content, refreshing pre-existing content or partnering with a trusted third party to leverage their resources and authority – it all comes down to finding the ideal intersection between brand goals and consumer value
To begin crafting a strategic content marketing plan that satisfies both the brand and its consumers, follow these four steps.
Begin by putting together a comprehensive brief with the client that addresses:
Once you understand the upcoming content pipeline, find ways to incorporate major initiatives, such as custom research studies, company highlight videos, or downloadable white papers, into the paid content marketing strategy.
Next, look at the brand’s current content arsenal. What assets can be easily refreshed and repurposed? This decreases net new creative production needs, while making the most of high-value assets. To identify the best content pieces without bias, start by analyzing pre-existing organic metrics.
After understanding what great pieces already exist, you can refresh, amplify, and distribute them to more people within their audience groups.
After understanding what content is currently at your disposal, identify gaps to fill by tapping into strategic publisher partnerships.
Leverage publishers to help create the most engaging and interactive assets possible. Some creative content formats we have explored include immersive articles, Instagram ‘meme’ Reels, podcast segments, animated videos, recipe blogs, co-branded national polls, and e-newsletter sponsorships – just to name a few.
Identify the key messages, whether content families or thematic pillars, to find a valuable brand story. Also consider what content formats best communicate different types of information, as well as different target audience segments. For instance, a research survey with heavy statistical data may be best suited for an infographic, whereas a webinar may be better suited for a sizzle reel video.
As you are creating a custom content plan, you should also be formulating your content amplification strategy. Approaching these in tandem will help you determine what types of assets are needed for both owned and amplified channels and streamline creative production.
To level up content production and audience reach, connect with reputable publishers to create and amplify custom marketing content. Our teams work closely to streamline communication and access the best added-value opportunities for clients by leveraging relationships with editorial partners.
These publishers could be vertical-specific sites, high-authority news organizations, or relevant internet content and entertainment communities. It’s beneficial to align with their editorial calendars to get greater engagement and stronger placements, while also considering factors like seasonality for the brand.
Typically, it’s best practice to diversify across a few different publishers to ensure you have adequate reach across your target audience. However, there are some instances where it makes sense to go all-in with one publisher if it strongly aligns with brand goals, or if your budget is limited.
Content marketing is typically a pay-to-play space, at least in the initial stages of your brand partnership. Nearly every publisher has minimum spend requirements. Strategically repurposing content across channels (without simply copy and pasting) is critical to maximize that investment.
For example, a publisher can help transform an in-depth white paper with proprietary content into an infographic or animated stat video. By making complex content more digestible, you can reach users earlier in the consumer journey, while still translating the key value proposition.
After commissioning custom content, there are two highly effective ways to repurpose it: using derivative assets and tapping into influencer marketing. Let’s dive into each of these in more detail.
What are derivative assets? Derivative assets are micro content, such as ad units derived from the main “anchor content” and used to drive to the main “anchor content”. Examples of derivative assets include:
Derivative assets extend your anchor pieces, tailoring them to different audiences, placements, and stages in the consumer journey. This approach creates a more comprehensive content strategy and supports creative efficiency. A good best practice is to sponsor pre-existing organic content, allowing you to test the content before dedicating advertising dollars. This way, you already know which content is likely to drive the greatest paid media results.
Influencer marketing is gaining more and more attention in the realm of content amplification. However, you HAVE to ensure the content is authentic to the creator’s individual brand and unique followership. An influencer simply pushing out your brand’s ad is not always going to feel organic.
Publishers often have in-house influencer talent which brands can tap to gain additional reach outside of the publication’s readership. Take PopSugar for example. They have networks of highly-vetted influencers in the food, lifestyle, beauty, and fashion spaces which brands can leverage. Coegi also has an in-house influencer marketing team to help brands identify and partner with creators to create and promote branded content.
Custom content and sponsored publisher placements have a myriad of positive effects – visibility, credibility, reach, engagement, and more. To reap these benefits, remember to focus on creating and amplifying content that provides true value to the consumer.
Ready to leverage Coegi’s expert media team to create your brand’s content amplification strategy?
Contact us today for a discovery call.