Here’s the thing about mobile behavior. It’s completely changed how people consume content.
People check their phones again and again throughout the day in search of new and interesting content. The most popular apps are either social media - Facebook, Instagram, or Snapchat, for example - or channels like YouTube, iTunes, or Google Play where video and audio content reigns supreme.
Your natural reaction to all of that data might (understandably) resemble intimidation.
How can you reach your customers when there are so many channels to consume content in the marketplace? And how can you create all of that content without blowing your entire marketing budget?
There are two key pieces of advice that will help solve your dilemma.
First of all, you don’t need to promote your content on every mobile app. Conduct a little research to determine where the bulk of your audience spends their time and how they interpret the value of content.
You’ll save yourself a lot of time, a lot of headaches and, most importantly, a lot of money by focusing your efforts on building connections where your audience currently lives.
The second solution? Well, that requires a little more detail. Suffice to say, you can significantly reduce your content creation costs by subscribing to a technological platform that’s designed to help you create content at scale.
Create the Types of Content That Matter to Your Audience
Once you know where your audience spends their time, you can aggregate data on the types of content that interest them from day to day. This data will help you create content that, while inevitably promoting your products or services, ultimately inspires your audience to engage with your brand.
Manage your resources to create the content you need
Any digital marketer knows that, in most organizations, marketing resources are limited. And the amount of capital used for the specific purpose of creating content is very sparse.
Teams are often small in size, facing limited timelines, and operating on fixed budgets.
All of these factors significantly restrict opportunities to create truly compelling content. Traditionally these predicaments led teams to partner with outside agencies or create stock photography accounts to first, acquire content and second, boost audience engagement.
Visual content goes a long way
Rather than becoming bogged down, disheartened, or spend inordinate amounts of money on outside agencies, take some time to review the data from the audience research you completed. Compare your internal research against market trends to determine:
What types of content you need
How much is required
Where to promote your content
When to launch those creatives
You’ll want to bridge your plans for content between the needs of your brand and the demands of your target audience. Your situation will be unique to other brands in the marketplace and require solutions that are custom to your specific needs. But there are some universal concepts you can follow to get started.
Visual content has unquestionably become one of the most engaging types of content. Visuals align with mobile behavior. They’re short snippets of information that are easy for viewers to process and understand.
The rise of platforms like Instagram and Snapchat subsequently launched the Stories format, which led to a rise in the number of brands using ephemeral content to capture the attention of viewers. Many marketers use Stories to showcase life behind the brand, launch one-time product offers, express the brand in creative ways, and so on.
To be effective on these channels, you need enough content to maintain an active and consistent presence in social news feeds. This brings us back to the overarching challenge facing digital marketing teams - there’s not enough budget to scale content creation.
But there are customizable and more affordable solutions to your challenges!
Revamp Your Creative Process
By now you’ve identified who fits into your target demographic. You know where people in that demographic spend their time and the channels where they actively consume content. You should also have an idea of what types of content are required to make the impact you expect from your brand.
Now you need to go about creating that content, and you need to create at scale!
You’ve determined that short-form, visual (or video) content will most likely capture the attention of your audience. Retaining their interest in your brand requires lots of visuals/videos and a plan to consistently promote that content into mobile news feeds.
And creating a ton of content requires a big budget for creative development.
Brad Jakeman, President of Pepsico's Global Beverage Group, says the need to create content at scale is a reflection of the “interdependent” relationship between creation and distribution platforms. There are always demands for more content and campaigns that once required a handful of large pieces of content now prescribe many bite-sized pieces to promote across numerous channels, says Jakeman.
The most content for the least cost
There was a series of TV commercials from the early ‘90s that promoted the tagline “the most for the least.” That’s how you need to think about creating content and using technology to scale your creative output.
Create the most custom content for the least operating cost.
Use Technology to Scale At Fixed Costs
A content creation platform that partners your brand with creative experts in remote locations is a great solution to help you keep money within your budget.
Imagine if your entire in-house team could prioritize the strategic planning and execution of your marketing campaigns. The creative operating costs (both financial and labor) are off your plate so you can focus on making the biggest impact from the content.
That’s how to think about technology and its place in your creative process. It removes cumbersome workflows of designing, reviewing, editing, and finalizing content for your campaigns. It allows you to scale your creative output without paying expensive fees charged by agencies to develop those assets. It allows you to acquire content that’s unique to your brand and customized to your visual identity.
All of those benefits and more can make your life easier and leave more space in your budget. Content creation platforms help you create more without paying ad-hoc fees for each creative. This gets your brand in front of more of your audience at a faster speed, in higher frequencies, and in a style that’s customized to your unique identity.
People will begin to remember your brand and engage with your material as you promote more of your customized content across social feeds. Sign up for a demo of our platform and learn more about how you can create brand new content at scale without stretching your budget too thin.