[May 18, 2015] |
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CCG Look at Loyalty: 5 Ways to Choose Channels for Content Marketing
Customer
Communications Group, (CCG) the full-service loyalty
and marketing agency, tells marketers how to choose distribution
channels that maximize their content's impact.
"After creating content, you'll need to distribute it to optimize
customer viewing and response," said Sandra Gudat, president & CEO of
Customer Communications Group. "But with so many methods available -
from traditional direct mail to the latest social media platforms -the
choice depends on content strategy overall goals, the nuances of your
company and the nature of each individual piece of content."
The Channels:
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Website -- A resource library, blog or similar site space can
feature fresh content valued by customers, while boosting search
engine rankings and adding to industry influence.
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Email - A fast, easy and cost-effective way to send full
e-newsletters, brief e-bulletins and links directing readers to
additional content. 91 percent of consumers check their email daily.
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Direct mail - A highly targeted, time-tested way to send print
newsletters, brochures, postcards and other informational content. 73
percent of consumers say they prefer direct mail for brand
communications.
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Social meia - An interactive, conversational way to publish
virtually any type of content in a way that gets customers talking. Social
media sites and blogs reach 8 out of 10 U.S. Internet users.
How to Choose:
1. Fit to Purpose If the goal is to encourage online
banking signup or online shopping, then the clickability of email or
social media is more fitting than a direct mail postcard. If providing
customers with advice about their home loan options, then the
educational nature of a print or electronic newsletter may be best.
Highly visual content, such as home décor or fashion trends, may be
better showcased on video.
2. Be Channel-Smart What channels do customers use?
What channels do they expect you to use? For example: If your target
demographic is retirees, you might have more success connecting with
them through the mail than on Twitter (News - Alert). If your focus is fashion,
Pinterest may be a sound bet.
3. Gauge Resources Consider cost, time, manpower and
existing campaigns to help determine what channel. For example: Do you
have the budget for direct mail postage? Do you have the resources to
produce a video for YouTube (News - Alert)? Do you have the time to monitor a Facebook
account? Do you have any existing blogs that might compete for attention
or resources?
4. Consider Penetration It's also a good idea to
consider your current market penetration for each channel. For example,
if you don't have many email addresses, it may make sense to send
content via direct mail instead.
5. Re-Purpose and Diversify Don't feel as though
you're confined to just one channel per piece of content. Remember that
repurposing for different distribution methods can be an excellent way
to make your content go further.
Find out more about choosing channels and many other content marketing
tips and strategies that build loyalty and boost the bottom line, read
CCG's Guide
to Content Marketing at http://www.customer.com/resource-center/your-guide-to-content-marketing/.
Customer Communications Group (CCG) is a full-service customer
relationship marketing (CRM) agency that helps Fortune 2000 retailers
and financial institutions improve their bottom lines by improving their
customer relationships, loyalty and retention. Founded in 1977, CCG is a
pioneer in the field of relationship marketing, offering expertise in
strategic consulting, data-driven customer research, custom content,
design and multi-media solutions ranging from print production to
e-newsletters, social media and website development.
View source version on businesswire.com: http://www.businesswire.com/news/home/20150518005202/en/
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