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10 Innovative Retail Trends to Watch in 2024



10 Innovative Retail Trends to Watch in 2024

As always, with a new year comes new trends in the world of retail and ecommerce. In 2023, we saw massive growth in social commerce, influencer marketing, and even advancements in augmented reality shopping experiences. In 2024, we’ll still see those themes as a focus, but with a greater emphasis on AI, omni-channel marketing, experiential marketing, and so much more. 

From technological advancements in the retail industry to surprising new partnerships, here are the top innovative trends in retail to keep an eye on in 2024.

1. The Convergence of Physical and Digital Retail


As physical and digital retail intertwine, the real challenge lies in making these emerging technologies work together seamlessly. The goal is to avoid siloed experiences and create shopping journeys that seamlessly integrate the best of both worlds. Achieving this cohesion is the key to providing customers with an elevated shopping experience.

How can you leverage this growing trend in 2024? Let’s get into it.

Prioritizing Modern Shopping Methods – To thrive in this convergence, it’s essential to prioritize modern ways of shopping. Mobile checkout, VR/AR integration, and the widespread use of QR codes are top focuses for retailers looking to enhance both the digital and in-store experience. These innovations not only streamline the shopping process but also cater to the tech-savvy preferences of today’s consumers.

Bridging the Gap with Innovative Tools – A prime example of the blend of digital and physical retail is Uniqlo’s virtual fitting tool. This feature allows customers to use their smartphones or manually input measurements to find the perfect size, ensuring a more informed and satisfying in-store experience. It’s a testament to how technology can seamlessly bridge the gap between the online and offline worlds.

The Power of Personalization – Leveraging influencer marketing campaigns and live streams can create a more personalized and engaging shopping experience. This personal touch, previously a hallmark of in-store shopping, is now a pivotal aspect of the digital retail landscape, blurring the lines between the two.

The Growth of Retail Media – A significant development in this convergence is the growth of retail media networks. Retailers are now selling ad space across various platforms, including websites, in-store displays, mobile applications, and even streaming services. Industry giants like Amazon, Kroger, and Walmart have already embraced this trend, with many other retailers following suit to advance their retail media offerings.

In-Store Experiences Still Have a Place – Many digital native, direct-to-consumer CPG brands like Bonobos, Glossier, Casper, and Warby Parker started online, but have since launched and expanded their physical presence over the past few years. Most of the digital brands opening stores sell apparel, which makes sense; it’s a category where shoppers benefit from interacting with the product in person. 


2. GPT & AI Tools Will Advance Personalization and Operations


GPT and AI tools are shaking up the retail game, ushering in a new era of personalization and operational efficiency. With the new and improved GPT-4, plus a variety of new plugins, we’re expecting to see some exciting changes in the near future when it comes to AI. 

Imagine tailored shopping recommendations and tutorials, finely tuned to your preferences. For example, if you frequently purchase basic tees, expect emails featuring outfit suggestions based on those tees, along with recommendations to complete the look. The level of personalization not only enhances customer satisfaction but also increases brand loyalty and we expect brands to take advantage of this tech in 2024.

Chatbots, now infused with AI, are set to raise the bar even higher. These bots meet customers online, offering rapid responses and round-the-clock availability. Brands like Lego are elevating customer engagement with digital shopping assistants, which provide personalized gift recommendations based on user responses. As AI continues to reshape the retail landscape, this technology offers greater convenience for customers and enhanced customer relationships for companies.


3. Increased Adoption of Social Commerce


The surge and popularity of online shopping is here to stay. According to a recent study, in the last 12 months, 34% of shoppers bought a product online via PC, 38% bought a product online via tablet, and 44% bought a product online via mobile phone or smartphone.


Additional statistics show that:

  • U.S. social commerce is projected to reach 145.2 billion U.S. dollars by 2028. [Source]
  • Half of those polled in Pulse’s 2023 study said they plan to boost their online spending in the next six months. [Source]
  • Shopping via smartphone keeps climbing steeply, gaining 2 percentage points on in-store shopping just since our March 2021 Pulse survey and more than doubling since 2018. [Source]
  • Compared to when our first survey was conducted, more people say they’re buying online at least daily.  [Source]


Social commerce — native shopping experiences on a social media platform — offers shoppers an even more seamless way to shop online. Instead of clicking through to a third-party website, users can make purchases directly from the social media app or site.

And social commerce isn’t slowing down anytime soon. Over recent years, we’ve seen the introduction of Shops (via Meta), the expansion of Snapchat’s social commerce capabilities, and most recently, the release of TikTok Shops.

Shops are custom storefronts for businesses on Instagram and Facebook. Sellers can create collections of featured products, as well as modify the look of their Shop with banners, images, colors, and buttons. The same Shop can be accessed from both Facebook and Instagram, so once it’s set up, sellers have the potential to reach a wide global audience on two platforms. 

With Shops, Facebook is catering more directly to brands than they have in the past. This is part of Facebook’s effort to create a personalized shopping experience for users in the “Shop” destination of the app, which we expect to become more prominent to users in the near future. 

TikTok Shops was also released in September which allows brands and creators to showcase and sell products directly on the app. The platform recently stated that this release “will now bring shoppable videos and LIVE streams directly to For You feeds across the country – and give brands, merchants, and creators the tools to sell directly through shoppable content on the TikTok app.”


Source: Instagram


As a part of emerging retail trends, we can expect to see social commerce become an even more integral part of the ecommerce experience for brands and shoppers alike in 2024 and beyond. 


4. Successful Retailers Become Experiential


For companies with physical locations, it’ll be key to distinguish themselves from online retailers by providing unique in-store experiences, also known as experiential marketing. Though the reality is that brick-and-mortar stores often sell less, they have the opportunity to provide value through relationship marketing by strengthening customers’ relationship to the brand. Immersive, Instagrammable experiences, aka “retailtainment,” can bring the brand alive. For example, Marvel found a valuable promotional tool in their touring Avengers S.T.A.T.I.O.N., an immersive exhibit that has pulled in huge crowds all around the world. Through interactive displays and real-life movie props, the franchise invites fans to step into the cinematic world that’s delighted them for years.


Example of Experiential Marketing

Source: Richard Sears

Another example is when Amazon launched their first “Just Walk Out” store in 2018 where shoppers enjoyed checkout free shopping. Since that launch, consumers have embraced this technology and it’s becoming popular in entertainment venues, airports, universities, grocery and convenience stores, and stadiums across the U.S., UK, and Australia. Amazon noted that they “have now launched the technology at Lumen Field, home of the NFL’s Seattle Seahawks. During the 2023-24 NFL season, fans can grab their Seahawks gear at the new Seahawks Pro Shop Outlet located in the northwest corner of the stadium’s field level.”

But it’s also important to keep in mind that experiential activations don’t just have to happen in-store – they can take place online as well. Although the metaverse hasn’t reached the massive success anticipated by some industry experts, there’s a notable trend among consumers, particularly those from Gen Z. They are actively engaging in sponsored online events that can transition into opportunities for making purchases or simply become experiences worth sharing.

“There’s no mistake that innovative retail initiatives will continue to shift to the virtual space, but that doesn’t mean the physical space won’t remain an important one. If used correctly, it can complement its online counterpart to bring a brand to life and give it an edge against competitors.”

– Prediction courtesy of Movable Ink 


5. Even More AR-Powered Shopping Experiences


The innovative retail trends of Augmented reality (AR), machine learning, and artificial intelligence (AI) are here to stay. And while AR in retail isn’t new (Facebook made some big AR moves in 2018), it’s gone from a nice-to-have to an essential part of retailers’ ecommerce offerings.

As so many shoppers continue to rely on online shopping, retailers leverage AR technology to bridge the gap between the digital and the physical. While brands like IKEA, Home Depot, and Target all have proprietary AR shopping experiences, AR-powered commerce isn’t just for mega-brands.

Shopify introduced Shopify AR, an easy-to-use toolkit for businesses to create their own AR experiences to showcase their products to customers. And it works: Shopify reports that interactions with products having AR content showed a 94% higher conversion rate than products without AR.

Promotional image of Shopify’s AR capabilities reading “Create immersive shopping experiences with Shopify AR”

Source: Shopify


All in all, when it comes to technological advancements in the retail industry, look for more brands taking advantage of AR capabilities in 2024 — and more shoppers seeking out those AR experiences to make purchase decisions. 

6.  Brands Will Compete on Values with Sustainability & Social Trends


In an era where economic uncertainty is at the forefront of many consumer’s minds, brands are finding new ways to stand out by competing on values rather than price. Sustainability and social trends have become powerful tools for establishing a brand’s identity. Taking a pro-social stance not only encourages brand engagement but also enhances long-term value, even in the face of slowed sales velocity. 

As we move into 2024 (and beyond), repairing , recycling, reusing, and thrifting are expected to gain even more traction. Authentically aligning your brand with sustainable values can set you apart in a crowded marketplace. Similarly, supporting a social cause provides your brand with a unique edge, allowing you to differentiate yourself based on factors beyond price alone. Embracing initiatives such as offering cost-effective or free clothing repair, like Patagonia, or selling pre-owned items, like REI, can elevate your brand to the forefront of this values-driven competition.


7. The Rise of Buy Now Pay Later


The rise of Buy Now Pay Later (BNPL) is making waves in the retail world, and it’s not just about convenient payment options. In fact, it’s becoming a lifeline for brands looking to thrive in an ever-changing market. This trend isn’t exclusive to those selling low-priced items. Thanks to the increase of BNPL providers like Klarna, businesses of all sizes can encourage purchases by offering customers the option to split their purchases into manageable payments over time. 

BNPL is also becoming an important part of enhancing the in-store experience, as 41% of Gen Z retailers are gearing up to incorporate it into their payment offerings. So, whether it’s an impulse buy or spreading the cost of a big-ticket item, BNPL is all about giving consumers more control and flexibility in their shopping journey. Consider adding this option for your customers in 2024.


8. Optimizing Fulfillment and Delivery


Optimizing fulfillment and delivery has become a key focus for brands looking to stay ahead. With a growing demand for same-day and next-day delivery options, retailers are finding ways to meet customers’ need for speed. One strategy that’s gaining popularity is in-store pickup, which not only provides a convenient option for shoppers but can also encourage additional purchases when customers come in to collect their orders. For instance, if a customer has bought a single item and is just shy of qualifying for free shipping, offering in-store pickup can be a good alternative. 

When it comes to fulfillment, retailers are paying attention to returns more than ever. While minimizing returns is a cost-effective approach, creative solutions are emerging to turn returns into opportunities for customer engagement. For example, offering coupons or free gifts when customers return items in-store can be a nice touch. It’s all about providing a range of options, as seamless and hassle-free returns remain a top selling point for many shoppers today.


9. Partnership Expansion


Off-site advertising is accelerating through strategic partnerships between retail media networks and media companies. This collaboration is reshaping the advertising world, creating opportunities for brands to extend their reach beyond traditional marketing channels. Retail media networks, embedded within popular ecommerce platforms, leverage their vast customer data to provide precise targeting options to advertisers. By teaming up with media companies, these networks are able to amplify their impact through the integration of off-site channels like social media, content platforms, and search engines. 

We’ve seen many recent examples of these partnerships like Kroger and Disney teaming up. Kroger’s retail media arm, Kroger Precision Marketing, partnered with Disney Advertising to help brands target audiences via streaming media. This beta test will allow CPG marketers to target audiences using shopper data on select Disney platforms, starting with Hulu.

Dollar General’s media network, DGMN, has also established an innovative partnership with Meta to introduce a first-to-market solution, enabling advertisers to connect with hard-to-reach consumers and seamlessly bridge the gap with in-store purchases. Through this collaboration, advertisers have the capability to tap into Dollar General’s extensive database, over 90 million distinct customer profiles, across the Meta ecosystem. This access extends to prominent placements on platforms like Facebook and Instagram, including News Feeds, Stories, and Reels.

We expect to see more partnerships like this as we head into 2024 and beyond.


10. Exclusive Brand Assortments and Collections With Retailers


The retail industry is witnessing a surge in the popularity of exclusive brand assortments and collections, with Target recently emerging as a pioneering force in this trend with their collaboration with Kendra Scott (among others). As consumers increasingly seek unique and premium offerings, retailers like Target are actively partnering with renowned brands and designers to curate exclusive, limited-edition collections that draw shoppers in with a blend of style, quality, and affordability. This move not only fosters brand loyalty but also propels retailers into the realm of fashion-forward and coveted destinations for consumers. 

The Kendra Scott collaboration at Target is just one example of how retailers are embracing this trend, where exclusivity and accessibility coexist, making high-quality designs more accessible to a broader customer base. As the demand for these exclusive assortments continues to grow, it’s likely that other retailers will follow in Target’s footsteps, transforming the way we shop and engage with our favorite brands.

Ready to shake up your retail strategy by incorporating some of these trends into your marketing plan in 2024? We can help. Contact us today to get started.

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How Does Success of Your Business Depend on Choosing Type of Native Advertising?



How Does Success of Your Business Depend on Choosing Type of Native Advertising?

The very first commercial advertisement was shown on TV in 1941. It was only 10 seconds long and had an audience of 4,000 people. However, it became a strong trigger for rapid advertising development. The second half of the 20th century is known as the golden age of advertising until the Internet came to the forefront and entirely transformed the advertising landscape. The first commercial banner appeared in the mid-90s, then it was followed by pop-ups, pay-by-placement and paid-pay-click ads. Companies also started advertising their brands and adding their business logo designs, which contributes to consumer trust and trustworthiness.

The rise of social media in the mid-2000s opened a new dimension for advertising content to be integrated. The marketers were forced to make the ads less intrusive and more organic to attract younger users. This is how native advertising was born. This approach remains a perfect medium for goods and services promotion. Let’s see why and how native ads can become a win-win strategy for your business.

What is native advertising?

When it comes to digital marketing, every marketer talks about native advertising. What is the difference between traditional and native ones? You will not miss basic ads as they are typically promotional and gimmicky, while native advertising naturally blends into the content. The primary purpose of native ads is to create content that resonates with audience expectations and encourages users to perceive it seamlessly and harmoniously.

Simply put, native advertising is a paid media ad that organically aligns with the visual and operational features of the media format in which it appears. The concept is quite straightforward: while people just look through banner ads, they genuinely engage with native ads and read them. You may find a lot of native ads on Facebook, Twitter and Instagram – they appear in the form of “in-feed” posts that engage users in search for more stories, opinions, goods and services. This unobtrusive approach turns native ads into a powerful booster for any brand.

How does native advertising benefit your business?

An average Internet user comes across around 10,000 ads a day. But even physically, it is impossible to perceive this amount of information in 24 hours. So, most of them use adblockers, nullifying all efforts of markers. Native ads successfully overcome this digital challenge thanks to their authenticity. And this is not the only advantage of native advertising. How else does your business benefit? Here are just a few major benefits that prove the value of native ads:

Better brand awareness. Native ads contribute to the brand’s visibility. They seamlessly blend into educational, emotional, and visual types of content that can easily become viral. While promotional content typically receives limited shares, users readily share valuable or entertaining content. Consequently, while you incur expenses only for the display of native ads, your audience may go the extra mile by sharing your content and organically promoting your brand or SaaS product at no additional cost.

Increased click-through rates. Native ads can generate a thrilling click-through rate (CTR) primarily because they are meticulously content-adaptable. Thus, native ads become an integral part of the user’s journey without disrupting their browsing experience. Regardless of whether your native advertising campaign is designed to build an audience or drive specific actions, compelling content will always entice users to click through.

Cost-efficient campaign performance. Native advertising proves to be cheaper compared to a traditional ad format. It mainly stems from a higher CTR. Thanks to precise targeting and less customer resistance, native ads allow to bring down cost-per-click.

Native ads are continuously evolving, enabling marketers to experiment with different formats and use them for successful multi-channel campaigns and global reach.

Types of native advertising

Any content can become native advertising as there are no strict format restrictions. For example, it can be an article rating the best fitness applications, an equipment review, or a post by an influencer on a microblog. The same refers to the channels – native ads can be placed on regular websites and social media feeds. Still, some forms tend to be most frequently used.

  • In-feed ads. This type of ad appears within the content feed. You have definitely seen such posts on Facebook and Instagram or such videos on TikTok. They look like regular content but are tagged with an advertising label. The user sees these native ads when scrolling the feed on social media platforms.
  • Paid search ads. These are native ads that are displayed on the top and bottom of the search engine results page. They always match user’s queries and aim to capture their attention at the moment of a particular search and generate leads and conversions. This type of ad is effective for big search platforms with substantial traffic.
  • Recommendation widgets. These come in the form of either texts or images and can be found at the end of the page or on a website’s sidebar. Widgets offer related or intriguing content from either the same publisher or similar sources. This type of native ads is great for retargeting campaigns.
  • Sponsored content. This is one of the most popular types of native advertising. Within this format, an advertiser sponsors the creation of an article or content that aligns with the interests and values of the platform’s audience. They can be marked as “sponsored” or “recommended” to help users differentiate them from organic content.
  • Influencer Advertising. In this case, advertisers partner with popular bloggers or celebrities to gain the attention and trust of the audience. Influencers integrate a product, service, or event into their content or create custom content that matches their style and topic.

Each of these formats can bring stunning results if your native ads are relevant and provide value to users. Use a creative automation platform like Creatopy to design effective ads for your business.

How to create a workable native ad?

Consider these 5 steps for creating a successful native advertising campaign:

  • Define your target audienceUsers will always ignore all ads that are not relevant to them. Unwanted ads are frustrating and can even harm your brand. If you run a store for pets, make sure your ads show content that will be interesting for pet owners. Otherwise, the whole campaign will be undermined. Regular market research and data analysis will help you refine your audience and its demographics.
  • Set your goals. Each advertising campaign should have a clear-cut objective. Without well-defined goals, it is a waste of money. It is a must to know what you want to achieve – introduce your brand, boost sales or increase your audience.
  • Select the proper channels. Now, you need to determine how you will reach out to your customers. Consider displaying ads on social media platforms, targeting search engine result pages (SERPs), distributing paid articles, or utilizing in-ad units on different websites. You may even be able to get creative and use email or SMS in a less salesy and more “native”-feeling way—you can find samples of texts online to help give you ideas. Exploring demand side platforms (DSP) can also bring good results.
  • Offer compelling content. Do not underestimate the quality of the content for your native ads. Besides being expertly written, it must ideally match the style and language of the chosen channel,whether you’re promoting professional headshots, pet products, or anything else. The main distinctive feature of native advertising is that it should fit naturally within the natural content.
  • Track your campaign. After the launch of native ads, it is crucial to monitor the progress, evaluating the costs spent and results. Use tools that help you gain insights beyond standard KPIs like CTR and CPC. You should get engagement metrics, customer data, campaign data, and third-party activity data for further campaign management.

Key takeaway

Summing up the above, it is time to embrace native advertising if you haven’t done it yet. Native ads seamlessly blend with organic content across various platforms, yielding superior engagement and conversion rates compared to traditional display ads. Marketers are allocating higher budgets to native ads because this format proves to be more and more effective – content that adds value can successfully deal with ad fatigue. Native advertising is experiencing a surge in popularity, and it is to reach its peak. So, do not miss a chance to grow your business with the power of native ads.or you can do digital marketing course from Digital Vidya.

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OpenAI’s Drama Should Teach Marketers These 2 Lessons



OpenAI’s Drama Should Teach Marketers These 2 Lessons

A week or so ago, the extraordinary drama happening at OpenAI filled news feeds.

No need to get into all the saga’s details, as every publication seems to have covered it. We’re just waiting for someone to put together a video montage scored to the Game of Thrones music.

But as Sam Altman takes back the reigns of the company he helped to found, the existing board begins to disintegrate before your very eyes, and everyone agrees something spooked everybody, a question arises: Should you care?

Does OpenAI’s drama have any demonstrable implications for marketers integrating generative AI into their marketing strategies?

Watch CMI’s chief strategy advisor Robert Rose explain (and give a shoutout to Sutton’s pants rage on The Real Housewives of Beverly Hills), or keep reading his thoughts:

For those who spent last week figuring out what to put on your holiday table and missed every AI headline, here’s a brief version of what happened. OpenAI – the huge startup and creator of ChatGPT – went through dramatic events. Its board fired the mercurial CEO Sam Altman. Then, the 38-year-old entrepreneur accepted a job at Microsoft but returned to OpenAI a day later.

We won’t give a hot take on what it means for the startup world, board governance, or the tension between AI safety and Silicon Valley capitalism. Rather, we see some interesting things for marketers to put into perspective about how AI should fit into your overall content and marketing plans in the new year.

Robert highlights two takeaways from the OpenAI debacle – a drama that has yet to reach its final chapter: 1. The right structure and governance matters, and 2. Big platforms don’t become antifragile just because they’re big.

Let’s have Robert explain.

The right structure and governance matters

OpenAI’s structure may be key to the drama. OpenAI has a bizarre corporate governance framework. The board of directors controls a nonprofit called OpenAI. That nonprofit created a capped for-profit subsidiary – OpenAI GP LLC. The majority owner of that for-profit is OpenAI Global LLC, another for-profit company. The nonprofit works for the benefit of the world with a for-profit arm.

That seems like an earnest approach, given AI tech’s big and disruptive power. But it provides so many weird governance issues, including that the nonprofit board, which controls everything, has no duty to maximize profit. What could go wrong?

That’s why marketers should know more about the organizations behind the generative AI tools they use or are considering.

First, know your providers of generative AI software and services are all exploring the topics of governance and safety. Microsoft, Google, Anthropic, and others won’t have their internal debates erupt in public fireworks. Still, governance and management of safety over profits remains a big topic for them. You should be aware of how they approach those topics as you license solutions from them.

Second, recognize the productive use of generative AI is a content strategy and governance challenge, not a technology challenge. If you don’t solve the governance and cross-functional uses of the generative AI platforms you buy, you will run into big problems with its cross-functional, cross-siloed use. 

Big platforms do not become antifragile just because they’re big

Nicholas Taleb wrote a wonderful book, Antifragile: Things That Gain From Disorder. It explores how an antifragile structure doesn’t just withstand a shock; it actually improves because of a disruption or shock. It doesn’t just survive a big disruptive event; it gets stronger because of it.

It’s hard to imagine a company the size and scale of OpenAI could self-correct or even disappear tomorrow. But it can and does happen. And unfortunately, too many businesses build their strategies on that rented land.

In OpenAI’s recent case, the for-profit software won the day. But make no bones about that victory; the event wasn’t good for the company. If it bounces back, it won’t be stronger because of the debacle.

With that win on the for-profit side, hundreds, if not thousands, of generative AI startups breathed an audible sigh of relief. But a few moments later, they screamed “pivot” (in their best imitation of Ross from Friends instructing Chandler and Rachel to move a couch.)

They now realize the fragility of their software because it relies on OpenAI’s existence or willingness to provide the software. Imagine what could have happened if the OpenAI board had won their fight and, in the name of safety, simply killed any paid access to the API or the ability to build business models on top of it.

The last two weeks have done nothing to clear the already muddy waters encountered by companies and their plans to integrate generative AI solutions. Going forward, though, think about the issues when acquiring new generative AI software. Ask about how the vendor’s infrastructure is housed and identify the risks involved. And, if OpenAI expands its enterprise capabilities, consider the implications. What extra features will the off-the-shelf solutions provide? Do you need them? Will OpenAI become the Microsoft Office of your AI infrastructure?

Why you should care

With the voluminous media coverage of Open AI’s drama, you likely will see pushback on generative AI. In my social feeds, many marketers say they’re tired of the corporate soap opera that is irrelevant to their work.

They are half right. What Sam said and how Ilya responded, heart emojis, and how much the Twitch guy got for three days of work are fodder for the Netflix series sure to emerge. (Robert’s money is on Michael Cera starring.)

They’re wrong about its relevance to marketing. They must be experiencing attentional bias – paying more attention to some elements of the big event and ignoring others. OpenAI’s struggle is entertaining, no doubt. You’re glued to the drama. But understanding what happened with the events directly relates to your ability to manage similar ones successfully. That’s the part you need to get right.

Want more content marketing tips, insights, and examples? Subscribe to workday or weekly emails from CMI.


Cover image by Joseph Kalinowski/Content Marketing Institute

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The Complete Guide to Becoming an Authentic Thought Leader



The Complete Guide to Becoming an Authentic Thought Leader

Introduce your processes: If you’ve streamlined a particular process, share it. It could be the solution someone else is looking for.

Jump on trends and news: If there’s a hot topic or emerging trend, offer your unique perspective.

Share industry insights: Attended a webinar or podcast that offered valuable insights. Summarize the key takeaways and how they can be applied.

Share your successes: Write about strategies that have worked exceptionally well for you. Your audience will appreciate the proven advice. For example, I shared the process I used to help a former client rank for a keyword with over 2.2 million monthly searches.

Question outdated strategies: If you see a strategy that’s losing steam, suggest alternatives based on your experience and data.

5. Establish communication channels (How)

Once you know who your audience is and what they want to hear, the next step is figuring out how to reach them. Here’s how:

Choose the right platforms: You don’t need to have a presence on every social media platform. Pick two platforms where your audience hangs out and create content for that platform. For example, I’m active on LinkedIn and X because my target audience (SEOs, B2B SaaS, and marketers) is active on these platforms.

Repurpose content: Don’t limit yourself to just one type of content. Consider repurposing your content on Quora, Reddit, or even in webinars and podcasts. This increases your reach and reinforces your message.

Follow Your audience: Go where your audience goes. If they’re active on X, that’s where you should be posting. If they frequent industry webinars, consider becoming a guest on these webinars.

Daily vs. In-depth content: Balance is key. Use social media for daily tips and insights, and reserve your blog for more comprehensive guides and articles.

Network with influencers: Your audience is likely following other experts in the field. Engaging with these influencers puts your content in front of a like-minded audience. I try to spend 30 minutes to an hour daily engaging with content on X and LinkedIn. This is the best way to build a relationship so you’re not a complete stranger when you DM privately.

6. Think of thought leadership as part of your content marketing efforts

As with other content efforts, thought leadership doesn’t exist in a vacuum. It thrives when woven into a cohesive content marketing strategy. By aligning individual authority with your brand, you amplify the credibility of both.

Think of it as top-of-the-funnel content to:

  • Build awareness about your brand

  • Highlight the problems you solve

  • Demonstrate expertise by platforming experts within the company who deliver solutions

Consider the user journey. An individual enters at the top through a social media post, podcast, or blog post. Intrigued, they want to learn more about you and either search your name on Google or social media. If they like what they see, they might visit your website, and if the information fits their needs, they move from passive readers to active prospects in your sales pipeline.

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