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What Is a Social-Led Brand? [+ How to Become One]

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What Is a Social-Led Brand? [+ How to Become One]

Social media is the top-used channel among marketers and is an ever-evolving space for brands, businesses, and creators to be part of.

As a result, social-led brands have become more popular, as consumers expect relevancy and trendy conversations on social media. In this post, we’ll explain what a social-led brand is and what it takes to become one.

What is a social-led brand?

A social-led brand uses everything about its social media presence, from assets to tone, in all of its marketing and branding efforts. Essentially it is led by how it acts on social media channels. For example, a brand with a humorous voice on social media maintains that same voice on billboards.

Popeyes is a great example of this, especially when it comes to its who-has-the-better-sandwich feud with Chick-fil-A. Popeyes says they have a leg up in flavor and also in the fact that they’re open on Sundays when Chick-fil-A is closed. It made a joke about its open hours on Twitter (shown below),

social-led brands example: popeyes

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And maintained the same humor in a highway road sign.

social-led brands example: popeyes

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Social-led brands are also tuned in to current conversations and trends on social media and use them in their own marketing, like using a trending meme to promote a product.

These brands also learn what customers expect from brands and businesses they like on social media. For example, social commerce is rising in popularity as customers shop on the channels they use. A social-led brand would recognize this and might make an Instagram Shop so its followers can visit its page and make a purchase without leaving the app.

Overall, two things make up a social-led brand: its social media voice that it carries to different channels and leveraging current and buzzy trends.

How to Become a Social-Led Brand

The most essential characteristic of a social-led brand is cohesiveness.

The branding and messaging you use originates from your social media accounts and are consistent on and off social media, from Instagram captions to email newsletters to physical mailers.

As mentioned above, social-led brands also know what’s buzzy at any given moment. You’ll know what people are discussing, what they’re excited about, and what’s driving clicks and engagement. You’ll also participate in conversations in a timely manner, not weeks after a meme has run its course.

Southwest Airlines recently tweeted about passengers on a flight who were given a free ukulele and treated to an in-air lesson. People on Twitter immediately began talking about how they wouldn’t want that to happen on their flight, like Jon Ostrower, who said he likens the situation to giving his kids glitter.

social-led brands example: southwest airlines

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Amtrak was tapped into the conversation and reminded everyone that its trains have a quiet car that is always free from the disruption of a ukulele lesson.

social-led brands example: amtrak

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Social-Led Brands Leave Longer Lasting Impressions

Culturally relevant brands are more popular with consumers and leave long-lasting impressions, so being a social-led brand positions you for success.

When you can tap into trending topics, have conversations, and share content consumers enjoy, you’re more likely to attract interested customers, inspire purchases, and build brand loyalty.

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MARKETING

Helping Affiliates Create Satisfactory Long-Form Content

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Helping Affiliates Create Satisfactory Long-Form Content

Affiliates are important to have, if you own a business (brick-and-mortar or online). Nowadays, in the online realm, you and your business will need all the publicity that you can get. That’s where affiliates come in!

With affiliates, you’ll be able to spread the word further about your product or service. One of the best ways to go further with affiliates is to have them produce long-form content. Long-form content can come in various forms, including online guides and eBooks.

Long-form content can be great work for affiliates, while it can be a gold mine for businesses. So, if you’re not taking advantage of long-form content, then now is the time to do so! Good news! You’re in luck!

In this guide, you’ll learn about long-form content, why it’s beneficial to your business, and how you can help your affiliates create satisfactory content in this form. Let’s dive right in!

Long- Vs Short-Form

“Search engines like Google seem to favor long-form content rather than short-form,” says Jorge Marcos, a tech blogger at Assignment Writing Service and PhD Thesis Writers. “With long-form content, you’ll have more keywords that will do well in Search Engine Optimization, or SEO. With more SEO in your content, you’ll be ranked higher in search results. This, in turn, allows people to get to your site right away without having to search for you for too long.”

Plus, long-form content allows you to expand on your authoritative status when it comes to a niche. More educational value and in-depth discussions means more SEO, thus helping you establish yourself as an authority in your chosen niche.

Formatting

As for the format, there are many styles that you can incorporate. How you want long-form content to look like will depend on your business and niche. Just keep in mind: How you format your content will also need to be adaptable to a particular market.

Here are some formats to consider, if you and your affiliates need ideas:

  • Blog articles are great content to create at any time of the year.
  • A guide or brochure is perfect for describing products, services, etc. They can also incorporate visuals like images, videos, etc. Users can download this content, if you’d like.
  • An end-of-year review
  • The launch of a product/service
  • Monthly updates (i.e. newsletters that users can subscribe to)
  • White paper content
  • E-books, etc.

Again, how you format your long-form content is up to you. As you figure out the format, you’ll need to communicate said format to your affiliates.

Patience

Understand that creating long-form content takes time. In fact, creating this type of content requires the following from affiliates:

  • Research
  • Rough drafts
  • Gaining feedback
  • Revising and editing (more than once)
  • Gaining more feedback
  • Producing a final draft
  • Getting the greenlight on the draft, AND THEN
  • Publishing

So, be sure that you give your affiliates plenty of time to produce great long-form content.

How It’s Successful

Long-form content can make businesses successful in their endeavors in the following ways:

This type of content is flexible. In other words, there’s no one-size-fits-all approach. Businesses can think outside of the box, and create the content that they want.

This type of content can either be offered in full, or be piecemealed in order to get consumers to invest in it further.

This type of content can be viewable on desktop, mobile, etc. Now, if you plan on making content viewable on mobile, then you’ll need to make the format mobile-friendly.

As you think of these prospects, you’ll need to communicate them to your affiliates, because they’re the ones that will make the content on your behalf.

Ensuring That Affiliates Produce What’s Needed

“It’s important to make sure that your affiliates have what they need when producing content for you,” says Martha Winston, a marketing writer at Coursework Service and Essay Services. “Help your affiliates as much as possible, when working with them. You can help them by giving them then information needed to succeed in their venture. Don’t just offer a title or a simple idea; show them headlines from research, along with guidelines of what long-form content should look like. You can even offer them examples of what the long-form content should be, like an interesting long-form article from the web. How they write a long-form article is more important that what they’ll write.”

What You Need

When it comes to long-form content, there are many things that affiliates will need to implement to make it a success. Some of the things needed for long-form content include:

  • Imagery (i.e., graphics, images, videos, etc.)
  • Your company logo
  • Snapshot of product, etc.

These elements will help affiliates focus on other things, rather than be solely focused on the written word. This is especially helpful in combating writer’s block, because too often, writers – including affiliates – struggle with producing written content on the fly. So, why not break the monotony by having them focus on the “fun stuff,” while creating long-form content?

Rules To Follow

So, now that you know how successful long-form content is, and what’s required from both you and your affiliates, it’s time to look at the guidelines for making great content in this fashion.
Since you know your brand better than anyone else, you’ll need to set some ground rules for your affiliates to follow when they’re creating long-form content for you. So, here are things to consider when creating your guidelines:

  • Word count
  • Topics
  • Deadlines
  • Milestones
  • Writing style
  • Drafts
  • Images (if needed), etc.

By having guidelines in place, not only will you have a guide for the content that you expect from affiliates, but your affiliates will have a roadmap on what they’re expected to create.

Conclusion

So, there you have it!

Long-form content can do wonders for your business. However, in order for your content to work, you’ll need to make sure that your affiliates are on the same page when it comes to said content. Think about what you want in your content: the topic, the formatting, any imagery if you wish, and so on.

We hope that this guide will help you help your affiliates create satisfactory long-form content.

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