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Treat Your Marketing Database as an Audience? That’s a Mistake



Treat Your Marketing Database as an Audience? That’s a Mistake

Modern marketing’s evolution leads to what you classically understand as “content marketing.”

A main theme in my new book, Content Marketing Strategy, is that overall descriptions of modern marketing contain strong elements of managing content and evolving operations, so marketing acts more like an internal media company.

Take consulting firm McKinsey’s definition:

 “Modern marketing is the ability to harness the full capabilities of the business to provide the best experience for customers and thereby drive growth.”

Or look at the American Marketing Association’s explanation:

 “Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.”

Now, compare those to the Content Marketing Institute’s definition of content marketing written about a decade ago:

“Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.”

I won’t stretch the comparison too far because the definitions involve an integration, not a replacement. Classic marketing and content marketing have always had an intricate relationship. But the new, pronounced focus on operating like a media company – and getting your owned media house in order – is telling. More and more marketing teams recognize the value of building an audience.

But what does that really mean? Haven’t you already been doing that?

Your marketing database is not your audience

When asked about building an audience, your content team might say something like, “We have an email list. We’re gating some of our content to build our marketing database.” The demand generation team might say, “We have a marketing automation system that drips content to our prospects. We use technology to gather intent data about those people.”  The sales team might then say, “We have a whole re-messaging program for people who fall out of the funnel and send them our wonderful content.”  

Then, all together, you might shout: “We have an audience.”

But you don’t.

Your marketing database is NOT your audience.

An audience differs from your leads, prospects, or any database that falls along your buyer’s journey. Let me put it hierarchically: You have an audience. Some of whom also might be prospects, leads, and customers. You should value the audience inherently differently than your marketing database.

What is an audience?

Merriam-Webster defines an audience as:

  1. A group of listeners or spectators; a reading, viewing, or listening public
  2. A group of ardent admirers or devotees

So, an audience (relevant to this usage of the word) is a group of people who gather willingly and enthusiastically to listen, view, read, or in some way consume your content.

“Willingly” and “enthusiastically” are the important words.

I often ask workshop attendees and clients, “If you put a full stop on every bit of your content production, who would miss it? Who in your marketing dataset would contact you to say they missed your weekly email newsletter, media posts, or white papers?”

If you have any of those people, they are in your audience.

The difference between a subscribed audience and an addressable marketing lead lies in the reason (the intent) they give their information. A subscriber doesn’t only sign up for immediate access to a content asset. A subscriber signs up for the promise of the future value of what’s promised after that initial asset.

Think about why you signed up for that streaming app. Maybe you wanted immediate gratification by watching the premiere of the hot, new show. But the real intent behind your purchase was that the show’s remaining episodes would be entertaining. Your decision to continue the subscription is based on the level of trust (your confidence) that the streaming service will deliver value, most of which you haven’t even conceived.

Developing this level of trust and maintaining this confidence in future value separates a subscribed audience from a marketing database.

Does that mean, as marketers, you should abandon all efforts to gate your content and acquire contact information for direct marketing purposes? No.

As I’ve written, gating and ungating are viable strategies. Both speak to the increasingly powerful idea of marketing operating like a media company. Some content acts as the “product” – delivering value and building the audience. And some content is meant to be “promotional” – persuading prospects that your products provide value. Knowing the difference between product and promotional content is key.

If you’re building an audience, the absolute worst time for a salesperson to contact subscribers is right after they fill out the form. Why? Because they are that trusting moment of “future value.” And your brand just dashed that confidence with a heaping tablespoon of “How much value can I sell you today?”

How to build an audience

In my book, classes, and consulting practice, I discuss at length the value of audiences and the idea of ROA (return on audiences) as an investment metric for modern marketing. I also talk about measuring audiences’ value beyond a marketing or lead conversion.

My advice comes down to what audiences can help the business accomplish. See, again, I’m talking about setting broader business objectives – not tactical direct marketing goals.

Subscribed audiences are multipliers. They ultimately act as a renewable asset that can help the business differentiate, be more efficient and effective, and, ultimately, create better, more valuable customers.

Let’s look at three key ideas that help the process of building an audience:

Idea 1: Treat audiences differently than buyers

Many companies develop buyer personas. From a product marketing perspective, the valuable exercise helps facilitate the buying process. But the reason for subscribing is different, and so is understanding the audience and what it needs.

You must understand your audience members and what they value from a perspective other than their need for your product or service. You have to understand them through the lens of inspiring, helping, teaching, or entertaining them to achieve something beyond the bounds of your product or service.

Ironically, you usually can and should target more niche (i.e., smaller) audiences than your product marketing’s total addressable market. You will compete against media companies for audience time and attention. Media companies need big, broad audiences to monetize them through advertising or subscription revenue. Your brand does not. As a marketer, you can afford to be specific about segmenting your audiences and the value you provide.

But you need to know your audience as people, not just buyers of your product or service. (You can follow this process for developing audience personas.) The bottom line is you must devote the time and energy to do the research and understand all their challenges to develop a range of ideas for content beyond your products’ features and benefits.

This case study on a company that worked through this may help.

Idea 2: Think of one audience, one platform, and multiple attributes

A big challenge in building an audience is where to build it.

In a classic campaign with a marketing-database mindset, you build a gathering of people to convert into customers. You say, “The marketing database is about driving leads into sales.” Therefore, the audience should be centered or built at the early or middle part of the customer’s journey.

But a challenge arises. When you build an audience at another part of the customer journey that differs from the marketing database, what happens to the audience when they scatter – becoming leads, qualified leads, opportunities, new customers, and old customers? Do they stop being part of the original audience?

I see this in B2B marketing, where one audience built in the early awareness stage gets put into a marketing database. But then, when they sign up for a sales-enablement experience (say, a webinar), they are added to yet another marketing database. With this database thinking, the brand creates siloed dead ends technically and editorially. It’s not long until a singular customer receives tens of emails from the company sent through the siloed marketing databases that speak to irrelevant values and needs.

Where do you build your audience? The answer points to the convergence of marketing strategy and content strategy. As a business creates its first or seventh owned media platform to build an audience, it must make it specific to the needs of the audience AND the business goals it will support. Ideally, one audience per platform.

Do you need an owned media experience for each audience persona at every step in the customer journey? Well, technically and ideally, yes. But, of course, that is unrealistic.

The task becomes to figure out where audiences become buyers, loyal, or ready to move into a buying, upsell, or cross-sell stage. Once you map this carefully, you can figure out how the platforms work together to create an integrated set of journeys for the different personas.

Over time, you will almost certainly manage a portfolio of these content-driven experiences – blogs, websites, webinar programs, customer events, etc. To make this portfolio work, you must NOT think in terms of “handoff” – where a subscriber is now a “lead” or a “customer.” You must adopt a mindset, as well as the technology infrastructure, to have one database that assigns attributes to the engaged audiences.

You gain a subscriber. That person evolves to inherit an attribute called “lead.” Later, that person inherits a new attribute called “customer.” No matter how that person’s data technically moves in your system, you have one view into your audience that shows how and when each audience member achieves a new attribute.

Idea 3: Give a unique story and a unique context to gather around

Remember Merriam-Webster’s second definition of audience as “a group of ardent admirers or devotees”? People become that kind of audience because they share a common enthusiasm. It could be for a unique story told broadly or a unique context told narrowly. In other words, people can become the audience of the story and/or the storyteller. The most ardent and devoted audiences do both.

For example, you become a fan of Star Wars when you see a Star Wars movie, read a novel, or watch a television series. In those cases, the storyteller has much less to do with your fandom than the story itself. However, you also become fans of news and trends not because they are impactful stories but because they are delivered by a storyteller or an interesting interface you like.

Marketers should use these levers to build audiences and find out where and how to balance both types of content. Construct unique stories that span common contexts and create common stories told from a unique context.

Take Salesforce’s The Ecopreneurs. The 11-episode series told the stories of everyday people stepping up to create extraordinary climate solutions. It serves as a wonderful example of building an audience based on the value of the story itself. Salesforce barely makes a mention of the brand. And Salesforce, as the storyteller, certainly isn’t the reason an audience would subscribe to see all 11 episodes.

Compare that to Salesforce’s Ask More of AI. The nine-episode series contains multiple stories about thought leaders in the technology industry. However, audiences aren’t subscribing to any one story but to the storyteller of Salesforce and Clara Shih, the CEO of Salesforce AI.

Both series are successful, and both feed off each other. Subscribers to Salesforce+ may sign up for the promise of future value from either option. The value delivered by one feeds the discovery and loyalty to the other. People who loved the Ecopreneurs videos are more likely to give the AI show a try because they trusted the story first and are now open to trusting the storyteller. The reverse is also true.

Audiences are more than leads

Ultimately, no matter where in the journey you build an audience, the opportunity is more than driving leads, converting sales, or upselling customers. Building an audience is an investment in an asset that can serve many business purposes.

Just as with your marketing database, many (if not most) of your audience members may, indeed, never become leads, opportunities, or sales. Let’s assume your audience-to-lead conversion rate to be the same as the average qualified-lead-to-opportunity ratio. You might see 15% turn into actionable leads. That means 85% didn’t.

But here is the key difference. If those marketing contacts are simply scanned trade-show badges, purchased lists, or people who wanted that cool digital content asset you gated, the great majority of that 85% is useless.

On the other hand, if those contacts are audiences, that 85% can be valuable and, in some cases, even more valuable than leads. These 85% represent people who are willing and enthusiastically gathered to hear more from you. They will:

  • Recommend your content to others in their network – thus giving you more organic reach to new audiences (and thus new customers)
  • Have occasion to need your product or service and be predisposed to choosing you
  • Help data targeting to get better results from personalization or segmenting content and/or paid media efforts
  • Provide insight into other products, markets, or even regions you may want to explore.

We are all audience companies these days

Don’t take my word for it. Just watch today’s purebred media companies. As they evolve, they not only build audiences and sell access to those people through advertising, they sell products and services to those audiences. Media companies make markets where none existed, using the power of an engaged audience to learn what audience members purchase and develop better products as a result.

Why, as product and service brands, do you not avail yourself of the same kind of operation?

Brands that understand the power of audiences set new values for the entirety of marketing by establishing direct, proprietary relationships with audiences. They do what smart marketers have been doing for 100 years. They create their markets. Today, only content has value to build and keep an audience.

Marketing’s job has changed. It’s time to build audiences.

Updated from a June 2020 post.

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Cover image by Joseph Kalinowski/Content Marketing Institute

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Revolutionizing Auto Retail: The Game-Changing Partnership Between Amazon and Hyundai



Revolutionizing Auto Retail: The Game-Changing Partnership Between Amazon and Hyundai

Revolutionizing Auto Retail The Game Changing Partnership Between Amazon and Hyundai

In a groundbreaking alliance, Amazon and Hyundai have joined forces to reshape the automotive landscape, promising a revolutionary shift in how we buy, drive, and experience cars.

Imagine browsing for your dream car on Amazon, with the option to seamlessly purchase, pick up, or have it delivered—all within the familiar confines of the world’s largest online marketplace. Buckle up as we explore the potential impact of this monumental partnership and the transformation it heralds for the future of auto retail.

Driving Change Through Amazon’s Auto Revolution

Consider “Josh”, a tech-savvy professional with an affinity for efficiency. Faced with the tedious process of purchasing a new car, he stumbled upon Amazon’s automotive section. Intrigued by the prospect of a one-stop shopping experience, Josh decided to explore the Amazon-Hyundai collaboration.

The result?

A hassle-free online car purchase, personalized to his preferences, and delivered to his doorstep. Josh’s story is just a glimpse into the real-world impact of this game-changing partnership.

Bridging the Gap Between Convenience and Complexity

Traditional car buying is often marred by complexities, from navigating dealership lots to negotiating prices. The disconnect between the convenience consumers seek and the cumbersome process they endure has long been a pain point in the automotive industry. The need for a streamlined, customer-centric solution has never been more pressing.

1701235578 44 Revolutionizing Auto Retail The Game Changing Partnership Between Amazon and Hyundai1701235578 44 Revolutionizing Auto Retail The Game Changing Partnership Between Amazon and Hyundai

Ecommerce Partnership Reshaping Auto Retail Dynamics

Enter Amazon and Hyundai’s new strategic partnership coming in 2024—an innovative solution poised to redefine the car-buying experience. The trio of key developments—Amazon becoming a virtual showroom, Hyundai embracing AWS for a digital makeover, and the integration of Alexa into next-gen vehicles—addresses the pain points with a holistic approach.

In 2024, auto dealers for the first time will be able to sell vehicles in Amazon’s U.S. store, and Hyundai will be the first brand available for customers to purchase.

Amazon and Hyundai launch a broad, strategic partnership—including vehicle sales on in 2024 – Amazon Staff

This collaboration promises not just a transaction but a transformation in the way customers interact with, purchase, and engage with their vehicles.

Pedal to the Metal

Seamless Online Purchase:

  • Complete the entire transaction within the trusted Amazon platform.
  • Utilize familiar payment and financing options.
  • Opt for convenient pick-up or doorstep delivery.
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Hyundai’s Cloud-First Transformation:

  • Experience a data-driven organization powered by AWS.
  • Benefit from enhanced production optimization, cost reduction, and improved security.

Alexa Integration in Next-Gen Vehicles:

  • Enjoy a hands-free, voice-controlled experience in Hyundai vehicles.
  • Access music, podcasts, reminders, and smart home controls effortlessly.
  • Stay connected with up-to-date traffic and weather information.

Driving into the Future

The Amazon-Hyundai collaboration is not just a partnership; it’s a revolution in motion. As we witness the fusion of e-commerce giant Amazon with automotive prowess of Hyundai, the potential impact on customer behavior is staggering.

The age-old challenges of car buying are met with a forward-thinking, customer-centric solution, paving the way for a new era in auto retail. From the comfort of your home to the driver’s seat, this partnership is set to redefine every step of the journey, promising a future where buying a car is as easy as ordering a package online.

Embrace the change, and witness the evolution of auto retail unfold before your eyes.

Revolutionizing Auto Retail The Game Changing Partnership Between Amazon and Hyundai

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How to Schedule Ad Customizers for Google RSAs [2024]



How to Schedule Ad Customizers for Google RSAs [2024]

It’s no wonder that responsive search ads have steadily grown in popularity in recent years. Through Google’s machine learning capabilities, RSAs provide a powerful way to automate the testing of multiple headlines and descriptions to ensure a closer match to user intent. The benefits are clear: RSAs mean broader reach, better engagement, and improved performance metrics.

However, all these benefits come at a significant (but reasonable) cost – they can be extremely difficult to manage, especially when it comes to updating ad copy to promote limited time offers.

I know this firsthand – I work with several ecommerce clients with promotions that constantly change. Not too long ago, I found myself going through the consistently tedious process of updating a client’s RSA headlines and copy. As I was making the changes, I thought to myself: “There must be a better way to update this ad copy. I shouldn’t have to use find and replace so many times while pausing and enabling my ad campaigns.”

After expressing this to my colleague, Jordan Stambaugh, the two of us agreed there must be a better way. But we’d have to make it happen. A few weeks later, we put that idea into action and created a more efficient process for updating RSA ad copy on a scheduled basis. If you want to try this process for yourself, just keep reading.

Responsive Search Ad Customizers 101: Basic Options & Execution

Before diving into the process of scheduling automatic updates for your RSA customizers, it’s essential to understand some key Responsive Search Ad fundamentals.

First, you can customize three main options within RSAs: the Attribute Name, the Data Type, and the Account Value. Each of these plays a vital role in personalizing your ads:

  • Attribute Name: This is essentially the identifier for the customizer. It is how you’ll reference the specific piece of information you’re customizing within the ad. For instance, if you’re running a promotion, you might name an attribute “Promotion.”
  • Data Type: This indicates the kind of data the attribute represents and it determines how the information can be formatted and used within the ad. Common data types include Text (for plain, non-numeric text), Percent (to represent percentage discounts), Price (to denote monetary values), and Number (for any numerical value).
  • Account Value: This is the default value for the attribute that you set at the account level. It acts as a fallback if more specific values aren’t provided at the campaign or ad group level.

For example, if you wanted to promote a 10% off discount using RSAs, you’d use the “Discount” attribute, a data type of “Percent,” and an account value of “10% off.” Then, when someone is searching for products, Google would test automatically inserting a copy regarding a 10% off promotion into your ad.

Once you’ve set up the right customization options, you can start to format your RSAs with customizers.

Here’s how:

  • Start by typing in {
  • Click on Ad Customizer then select your attribute
  • Google will populate your attributes that are already uploaded
  • For a simple offer, use the “Default text” attribute as a catch-all. This will ensure your ads run smoothly if Google can’t pull the right messaging from your RSA feed



How to Schedule Your Ad Customizers with a Feed

Now that we’ve covered the basics, let’s cover how to schedule your ad customizers.

Just follow this three step process:

1. Create the feed

Start by creating two sheets: The Parent sheet, and the Child sheet. The “Parent” sheet will act as the primary data source, while the child sheet will pull data from the parent sheet.

We’ll start by building the parent sheet. After opening the sheet, start by renaming the active tab to “Promotions.” Don’t skip this step, it’s crucial for referencing this range in formulas later on.

In your “Promotions” tab, head to the top row and label columns A, B, and C with the headers of your ad customizer attributes. For example, you might have “BrandSaleHeadline” as your attribute in column A, “text” as the Data Type in column B, and “Shop the Collection” as the Account Value in column C.

Once your headers are in place, move to cell C2. Here, you’ll input the expression =lookup(today(),F:G,E:E). This formula will play a key role in dynamically updating your RSA customizer based on the current date.

Next, go to columns E, F, and G, which will be used to manage your scheduling. In these columns, you’ll list out the different values your chosen attribute might take, alongside their corresponding start and end dates. For example, under the “BrandSaleHeadline” attribute, you might schedule various promotional headlines to appear during different sale periods throughout the year.

Here’s how your sheet might look:

Now look back at the first 3 columns on your sheet. They should look like this:

Now create a second sheet. We’ll call this sheet the Child sheet. It’s going to automatically pull in data from the parent sheet you just created, and will be the one you link to Google Ads later on.

Columns A, B and C will be almost identical to the child sheet, but we will be using a special formula later so we can automatically populate this. So, start by labeling Row 1 Column A “Attribute,” then the next column as “Data type,” then column C as “Account value.” 

Then go to C2 and use this expression to populate the right account value from the parent document: =importrange(“[PARENT DOCUMENT URL HERE]”,”Promotions!C2″)

Your sheet should now look like this:

We recommend adding a date range with default text for any days you’re  not running a promotion. In the example above, we have “Shop Our Collection” appearing as default text.

2. Input attributes

Once you have your feed created, the next step involves inputting your attributes into the Google Ads platform. This can be done either manually or through a bulk upload.

For the manual approach, navigate to “Tools & Settings” in your Google Ads interface, then go to ‘Setup’ followed by “Business Data.” Here, you’ll find an option for “Ad Customizer Attributes.” Click the plus sign to add your attributes. It’s crucial to use the same attribute names that you’ve established in your Parent Google Sheet template to ensure consistency and proper data synchronization.



Alternatively, if you prefer the bulk upload method, again head to “Tools & Settings.” This time, select “Bulk Actions” and then “Uploads.” For this process, you only need to upload columns A to C from your template. 

Be aware that it might take some time for your uploaded attributes to be reflected in the business data section of Google Ads.

3. Set up an automatic schedule

At this point, you’ve almost finished scheduling your ad customizers. Navigate to Tools & Settings, then Bulk Actions, then Uploads, then click the Schedules tab at the top. Select your Child Google Sheet as the data source, and share your Google Sheet with the appropriate email.



And there you have it – Google will automatically pull in the data you populated in the sheets into your RSAs.

Common Challenges When Scheduling RSA Ad Customizers

When we test these sheets with our clients in the wild, we’ve uncovered five common challenges. Be on the lookout for these issues – solving them before they happen can save you a lot of trouble down the line.

Not scheduling your upload when the site changes 

The first and most significant hurdle is the mismatch between the scheduled data upload and website content updates. For instance, if the Google Sheet is set to upload at 11 am, but the website changes occur at 3 pm, there’s going to be a discrepancy where the wrong message could be displayed for several hours, or new messaging could appear prematurely. Conversely, if the website updates happen before the scheduled sheet upload, outdated promotions might linger until the new data is imported. Synchronizing these schedules is crucial; it’s best to align them so updates occur simultaneously.

Skipping QA during a message change

Another pitfall is neglecting quality assurance (QA) during message updates. It’s vital to regularly check the business data section to verify that the correct values are in place post-update.

Issues with the IMPORTRANGE function

Then there’s the technical aspect of setting up the IMPORTRANGE function correctly in the Google Sheets template. The ‘child’ template must reliably pull data from the ‘parent’ sheet. If this function isn’t configured correctly, data won’t be imported as needed.

Not sharing access of the Google template for automatic uploads

Pay attention to your access permissions for the Google Sheets template. Google will prompt you with the email address that needs permission to access the ‘child’ sheet for automatic uploads. Overlooking the sharing of your sheet with this address will prevent the system from working.

Having date range gaps in your parent sheet

Lastly, a common oversight is leaving date range gaps in the ‘parent’ sheet. Every single date must be accounted for without overlaps. A practical tip is to have an ‘evergreen’ backup message ready, scheduled to run continuously, ideally through the end of the year, to cover any potential gaps.


Leveraging Google Sheets in conjunction with Google Ads to schedule RSA ad customizers is a game-changer for managing dynamic promotional content. This process not only streamlines your workflows but also ensures that your ads remain relevant and up-to-date, reflecting current promotions without the need for constant manual intervention. 

By adopting this method, you’ll save significant time and effort, allowing you to focus more on strategy and less on the minutiae of ad copy updates. Give it a try and experience a more efficient way to manage your RSAs, keeping your campaigns fresh and engaging with minimal hassle.

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10 Advanced Tips for Crafting Engaging Social Content Strategies



10 Advanced Tips for Crafting Engaging Social Content Strategies

In 2023, there are a total of 4.89 billion social media users worldwide. One of the many reasons you should build your brand’s presence on social media is to capture a slice of this pie.

So, if you’re a marketer wanting to crush it online — this is your time to take action. The social presence of billions of users shows great potential to connect, engage, and build lasting relationships with your target audience.

The real power lies not just in being active on social media networks but in planning social media goals in advance and crafting engaging social media content strategies that make a meaningful impact.

And creating one isn’t as easy as it sounds. It requires a thoughtful approach that goes beyond the basics.

To help you accomplish your social media goals, we’ll cover ten advanced tips that you can use to craft an engaging social media content strategy.

1. Conduct A/B Testing

A/B testing allows you to optimize your social media marketing strategy based on insights and social media metrics.

Experiment with different content formats, headlines, captions, and visuals to see which format performs better.

You can also try different content styles and focus on visual content, which is 40x more likely to be shared on social media.

Example: Test two different headlines for a product announcement social post and use the one that users engaged with and shared more. You’ll need to track social metrics like reactions, shares, and new followers during your test.

2. Personalize your content

Before creating a social media marketing plan or content calendar, segment your audience based on demographics, behaviors, and interests.

Craft tailored messages for each segment and find social media content ideas for that target audience.

And to encourage them to engage with you, publish funny content. 80% of marketers say that funny content is the most effective form of social media posts.

Example: Tap into Instagram retargeting ads to promote personalized product recommendations to customers based on their past purchase history.

3. Embrace User-Generated Content (UGC)

User-generated content is a powerful way to build trust, gather a sense of community, and increase engagement rates.

Encourage users to share their experiences and stories about your brand.

Plan a posting schedule using social media tools, highlight, and feature UGC in your content, and give credit to the creators to showcase the authenticity.

Then, create a dedicated UGC marketing campaign.

Example: Invite customers to share photos of themselves using your product with a branded hashtag. Comment on and share these photos on your company’s social media (with permission, of course), thanking the participants for joining in on the fun.

4. Incorporate influencer collaboration

Partner with influencers in your industry who have high engagement rates. 67% of marketers agree they prefer working with micro-influencers with 10k-100k followers or subscribers.

Collaborating with influencers allows you to tap into their social networks and leverage their credibility to boost engagement.

Use social media management tools to co-create content, host giveaways, or collaborate on campaigns aligning with your brand and the influencers’ style to extend your reach and gain engagement.

If your target audience is Gen Z, you can prefer Instagram Reels for influencer marketing.

For context, look at the stats below:

1701077164 213 10 Advanced Tips for Crafting Engaging Social Content Strategies

Example: Partner with a fitness influencer to promote your health supplements through workout videos.

5. Use interactive elements

To accomplish your social media marketing goals, you can engage people to interact with your brand via polls, quizzes, and surveys. Encourage them to participate and share the results.

Incorporating interactive elements into your social media marketing strategy will spark active participation between your social media team and audience, making them more likely to engage and share opinions.

Example: Host a poll on X (formerly Twitter) to let your audience choose the next product feature you’ll develop or the types of content they’d like to see.

6. Leverage user reviews and testimonials

Showcase user reviews and testimonials as part of your content strategy. Highlight positive feedback and make improvements by taking accountability for negative feedback.

Incorporate these testimonials into your social media strategies to create dedicated reviews or testimonial videos. Sharing this social proof helps build trust and credibility with your audience.

Example: Feature video social proof of a satisfied customer explaining how your software improved their business.

7. Create long-form content

While social media platforms are mostly known for short-form content, they’re switching gears to focus on long-form content.

It’s great, especially if your business receives great engagement on X (formerly Twitter).

“Long-form posts on the microblogging platform are now at 3 billion views per day and rising.”, said Elon Musk, the owner of X.

“This is roughly on par with all newspaper articles views on Earth,” he continued.

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Educational content and case studies tend to work great on LinkedIn. Additionally, blog posts can also help you establish your brand as an authority in your industry.

Publishing compelling content is a great way to increase engagement and shares. You can also repurpose educational content on multiple sites and tailor it to each platform for the best results.

Example: Publish content about challenges and opportunities your company faced and how it helped you increase return on investment.

8. Collaborate with other brands

Collaborate with complementary brands or businesses for promotional content.

As part of your digital marketing strategy, come up with mutually beneficial collaboration ideas that can help you both increase reach and tap into ideal customers.

Joint campaigns, cross-promotions, or co-sponsored events are great ways to use the power of collaboration.

Example: Team up with a travel agency to promote your hotel and their vacation packages through a joint social media campaign.

9. Emphasize customer service

Social channels aren’t just a source for publishing content but also for providing excellent customer service.

Marketers these days actively invest in building social media communities to better connect and interact with potential customers.

Respond promptly to inquiries, comments, and feedback from your audience. Show them you genuinely care about them by addressing their concerns and providing helpful solutions.

This level of engagement can build customer loyalty and community building.

Example: Respond to customers’ support requests on social accounts and resolve their issues within a few hours.

10. Monitor trends and stay updated

Stay updated with social media trends, algorithm changes, and content formats. Track performances, content audits, and social media KPIs.

Experiment with new features or types of content introduced by social media channels.

Plan your social media content calendar based on engagement metrics. Keep an eye on what your competitors are doing and identify strategies that work well in your industry.

Out of all content types, short-form videos are taking the spotlight. Research states that 64% of shoppers ended up making a purchase after seeing branded video content on social platforms.

Example: If video content is becoming popular on social platforms, create your social media content strategy around it.

You might also consider incorporating data storytelling into your strategy. Why? More brands are moving towards storytelling in their social media posts.

This helps reach larger audiences and accomplish business goals. If you haven’t thought about it, give it a thought. The early bird catches the worm.

Final Words

And there you have it — ten advanced tips to level up your social media marketing strategy.

Test the waters with new features on social channels and plan your content marketing strategy accordingly.

With consistency and some creativity, you can increase your brand awareness and establish a strong foothold in the vast sea of social media.

Are you ready to boost your social media presence and accomplish all your business goals? Here’s to your success!

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