More authenticity and involvement
Posted: Mon Dec 23, 2024 8:26 am
Also read: The opportunities of artificial intelligence for B2B marketing & sales
You already see more and more brands building strong ties with their target audience via social channels. Moreover, using social influencers – well-known bloggers or vloggers with many followers – is not a new concept. What Marloes Schenk advises you is not to focus on those 'top level' online influencers, but to focus on the middle segment. These are often bloggers or influencers who are also working on their visibility, which means that you have a common goal.
This way you work together towards results, and that creates a bond. But community building is not a fun channel that you 'just use' alongside your other resources. Marloes Schenk indicates that bloggers were asked to think along about the product. This ensures an extra authentic product, and of course also increases the involvement with your target group.
5. Don't look (only) in the long tail, create blockbusters!
Do you also get tired of the enormous amounts of hotel email address list content that we all produce? Nowadays, everyone can publish online, blog, vlog, etc. Does it even make sense to invest in content production?
Yes, says Anita Elberse, affiliated with the prestigious Harvard Business School. She spent years researching the profitability of film productions, books and content. Her theory in a nutshell: The more you invest in your content, the more profitable it becomes. She proved this by examining the productions of major film companies, for example. What turned out? The more was invested in a film, the more turnover was generated.
Long tail vs. The winner takes all
Until now, we thought that our profession would increasingly shift to the long tail due to the rise of online: producing a lot of content for a relatively low investment, in order to spread your risk and see some results from all the content. Anite Elberse proves with convincing evidence that this is not a route to success. 'The winner takes all', is her theory.
You already see more and more brands building strong ties with their target audience via social channels. Moreover, using social influencers – well-known bloggers or vloggers with many followers – is not a new concept. What Marloes Schenk advises you is not to focus on those 'top level' online influencers, but to focus on the middle segment. These are often bloggers or influencers who are also working on their visibility, which means that you have a common goal.
This way you work together towards results, and that creates a bond. But community building is not a fun channel that you 'just use' alongside your other resources. Marloes Schenk indicates that bloggers were asked to think along about the product. This ensures an extra authentic product, and of course also increases the involvement with your target group.
5. Don't look (only) in the long tail, create blockbusters!
Do you also get tired of the enormous amounts of hotel email address list content that we all produce? Nowadays, everyone can publish online, blog, vlog, etc. Does it even make sense to invest in content production?
Yes, says Anita Elberse, affiliated with the prestigious Harvard Business School. She spent years researching the profitability of film productions, books and content. Her theory in a nutshell: The more you invest in your content, the more profitable it becomes. She proved this by examining the productions of major film companies, for example. What turned out? The more was invested in a film, the more turnover was generated.
Long tail vs. The winner takes all
Until now, we thought that our profession would increasingly shift to the long tail due to the rise of online: producing a lot of content for a relatively low investment, in order to spread your risk and see some results from all the content. Anite Elberse proves with convincing evidence that this is not a route to success. 'The winner takes all', is her theory.