Content marketing means a lot of things. It requires brands to do a lot of things. We try to simplify this by creating an ecosystem, a universe of content.
Content ecosystem is the interconnected network of all the different elements that make up your brand and its presence – from your website, blog, and social media accounts to other marketing strategies like email campaigns, newsletters, SEO optimization, and paid advertising.
To learn more about what a content ecosystem is, read – Content Ecosystem: Content Marketing That Engages Your Audience
So, what does a content ecosystem comprise?
Your website isn’t just a domain where you showcase your products. Think of it as a storefront, you must create an experience that narrates your brand story. It should be engaging enough to act as your online sales rep, to engage and to convert.
Here are some basic elements your brand website needs:
- About the Company: Not just which year your company was established in. Go a little deeper, people love stories.
- Product Descriptions: Be generous with the content you write for every product. Go beyond writing one vanilla paragraph about the product. Create new sections, break down information, and give people more. Make the content readable, write content customers actually want to read. But also, SEO. Google digs good product content.
- Blogs: The simplest way of keeping customers coming back to your website even without purchase intent. A buzzing blog section with educative yet engaging content is not only great for readers but also for SEO.
While the above 3 sections are must-haves, they are not enough. There’s a lot more that you can do to make your website complete but it is industry-dependent. We would love to help you conceptualize content for your website. Do get in touch here.
#2 Marketplaces Content
Popular marketplaces have become a key component of a D2C sales strategy. But marketplaces are not like your website, you are directly competing with hundreds of other brands/products in the same space. So, what will it take to stand out? Yes, content. It is content that’s your online sales rep in that moment and beyond.
#3 Social Media Content
We like to call social media the extension of a brand’s story. Social media is the perfect way to build brand preference and brand recall. By consistently informing the audiences about the product/services and engaging with them, brands can build a unique relationship with customers and potentials.
#4 Performance Marketing Creatives
The designs and copy used on your performance marketing creatives should be considered well within the content ecosystem. Ads on Facebook, Instagram, Google, LinkedIn can draw a lot of traffic to your website and social channels, therefore it is important that these creatives narrate the same story and speak from the same brand book.
These modes of communication are used to notify customers, send them reminders, and just to keep in touch with them. These assets should further solidify the brand perception you are trying to build. The design language and tone of voice should be well within the ecosystem of your brand’s content.
The inbox is a difficult space to stand out in but we’re fans of a good email!
These 5 components are key to any brand irrespective of product or industry. However, the ecosystem doesn’t end there. We can help you create a comprehensive content ecosystem depending on the nature of your product or service. A systemized way to maintain your brand’s identity and integrity.