To help you enhance your brand’s online visibility through innovative content marketing strategies, we asked nine professionals, including Digital Marketing Specialists and Content Marketing Managers, for their insights. From tailoring content to each platform to involving customers in the strategy, discover the top nine strategies these experts have successfully implemented and what you can learn from them.

 

• Tailor Content to Each Platform
• Incorporate Personal Narratives 
• Create Engaging “Crash Courses”
• Publish Original Data for Differentiation
• Launch “Behind-the-Scenes” Videos
• Develop Interactive Content for Engagement
• Stay Nimble in Content Strategy
• Use Humor to Address Pain Points
• Involve Customers in the Strategy

 

 

Tailor Content to Each Platform

Axtella tailors digital marketing content to each platform to improve engagement rates and online visibility. 

 

For example, copy and visuals that garner high engagement on LinkedIn might fall flat on Instagram because the audience is in a completely different mindset. Instagram is typically consumed as entertainment, while LinkedIn is a platform you might check while at work. Tailoring content to the platform and audience that consumes it, increases engagement rates, thus improving online visibility.

 

Chloe Menser, Digital Marketing Specialist, Axtella

 

Incorporate Personal Narratives 

As the world continues to churn out A.I.-driven articles, the most innovative content marketing strategy I’ve utilized is looking inward and including personal narratives within content posts. People who want information will find it quickly with little memory of who wrote it, where they found it, or sometimes why they even looked for it. On the other hand, developing stories and content that connect with people lingers and leaves readers wanting more.

 

That’s what writing and marketing is all about—connecting people with ideas and stories.

 

The more content we create that doesn’t include our own stories, the easier it will be for content to fall into the abyss of other writing and blogs. But no one can recreate your story, narrative, or connection to the audience you’re trying to reach. Rather than writing blog posts littered with information, include a funny story or something that makes you relatable. Soon enough, readers will come back.

 

Garrett Carlson, Content Marketing Manager, The Loop Marketing

 

Create Engaging “Crash Courses”

One thing I’ve found effective is a format that we call “crash courses.” This is an article that creates a list of some of your existing articles, organized into a “course” on a topic. 

 

Producing these kinds of articles is really low-effort, but they can help you spread your SEO targeting a lot farther and get readers engaged with more of your content. We found that people who visited crash courses had a really high pages-per-session ratio, which is a lot of exposure to our point of view.

 

Jeffrey Jensen, Director of Growth Marketing, Message Lab

 

Publish Original Data for Differentiation

Conducting market research on a relevant topic to your organization and publishing your findings isn’t a new strategy at all. Research is becoming more and more important as generative AI becomes democratized and content needs to be differentiated.

 

With generative AI, anyone can write a beautiful expository piece about a particular topic now, say, the death of third-party data. But if you have original data to back your story up, you instantly stand out.

 

Take this for instance. Encouraging marketers to publish research is an under-utilized strategy. The stats prove it—only 30% said market research is an important part of their 2023 B2B marketing strategy, as compared to channels like email marketing (83%). With these numbers, the point can be driven home.

 

Producing a market research report does take a little bit of effort, but the results are worth it.

 

Wisia Neo, Content Marketing Manager, ViB

 

Launch “Behind-the-Scenes” Videos

One innovative content-marketing strategy that elevated our brand’s online visibility was launching a series of “Behind-the-Scenes” videos on our processes and the stories of our collaborators. This candid peek into our operations resonated authentically with our audience, humanizing our brand and fostering a deeper connection. It showcased the passion and craftsmanship behind our products, setting us apart in a crowded digital space.

 

What others can glean from this is the power of authenticity. In a digital world awash with polished content, genuine insights into a brand’s heart can truly captivate and engage audiences. Sharing raw, real moments—the struggles, triumphs, and tales of the people behind the scenes—can be a potent tool in making your brand memorable and relatable. 

 

Remember, in today’s digital age, it’s not just about marketing products, but building narratives and connections that last.

 

Vikrant Shaurya, CEO, Authors On Mission

 

Develop Interactive Content for Engagement

One innovative content-marketing strategy that significantly enhanced our brand’s online visibility was the use of interactive content. We developed interactive infographics and surveys related to our industry, which not only engaged our existing customers but also attracted potential ones. 

 

This strategy boosted our web traffic, increased our social media shares, and improved our overall brand recognition. What others can learn from this is that interactive content is a powerful tool in today’s digital world. 

 

It’s more than just a trend; it’s a way to engage your audience in a unique and fun manner while also promoting your brand effectively.

 

Ray Schultz, VP Marketing, Liquid Rubber

 

Stay Nimble in Content Strategy

Right now, our team is focused on staying nimble in our content strategy. Everything changes so quickly on social media that if you get bogged down with months of planning in advance, you miss out on opportunities to join in the conversation and grow your audience in the moment. We’ve streamlined our process so we can hop on things much faster. 

 

Moving away from the “set it and forget it” mindset and into a more engaged, casual mindset will help your business stand out. Listen, move quickly, stay present, and know your brand inside and out so you’re always ready to jump in.

 

Maddie Enriquez, Brand Manager, Purveyor Branding Co.

 

Use Humor to Address Pain Points

Using relatable humor was a winning recipe amidst the backdrop of challenging and often negative industry news. By directly addressing our audience’s pain points in a funny way, we provided them with a much-needed break and made them feel acknowledged. This humanization of our brand ultimately resulted in increased engagement and impressions.

 

Allison Donahue, Brand Manager

 

Involve Customers in the Strategy

We involved our customers in our content marketing strategy and shared their stories. Not only is this a great way to learn how they are thinking, but it’s also a way to boost your content. 

 

Since they are featured in your content, they will share your content. And since they are most likely linked to other professionals in the same area, your brand gets displayed through them to new potential customers of your brand.

 

Bjorn Verbrugghe, Marketing Manager, Unigift