The Elements of Content Marketing

The Elements of Content Marketing

Just what exactly constitutes effective content marketing in the luxury market? There are several key elements that need to be in place in order to guarantee successful results for your luxury brand.

  1. First and foremost, you need to develop a content strategy. This is the core element upon which everything else depends. Your strategy needs to be well thought-out in order to be a firm foundation for your content marketing project.
  2. Define the exact format that you are going to use. Will it be in the form of articles, a webinar, or even a game or an app? There are several options from which to choose so make sure that you select the most appropriate option(s) for your needs and strategy.
  3. You then need to conduct luxury research and determine which content type is best suited to your target audience. Luxury marketing could constitute anything from reviews to quizzes.
  4. Use various social and content distribution platforms to share your content. Take advantage of options such as luxury websites, popular platforms like Pinterest and Instagram, blogs, and many more.
  5. Critically, the key metrics need to be tracked and mapped to the specific goals you wish to achieve. Everything from brand metrics to demographic metrics needs to be monitored and analyzed to improve your luxury marketing. This ensures that you can achieve what you set out to accomplish in relation to leads, sales, members, branding, shares, etc.
  6. One of the most important elements of luxury content marketing is the use of sharing triggers associated with human emotions. Anything from cute and funny to shocking and sexy will work with the appropriate content but remember to stay true to your brand's core values.
  7. Lastly, the final element is double checking. Everything – everything – needs to be checked. This includes checking your accuracy with fact-checking and improving your marketing by checking optimization. Not to mention a whole host of other checks such as tone of voice, formatting, brand guidelines, etc.

Luxury content marketing is guaranteed to be more effective in reaching that all-important target audience once all these vital elements are in place.


Influencing with Giveaways Separating the Myths from the Facts

Influencing with Giveaways: Separating the Myths from the Facts

Just how do social media competitions influence consumers? TAMBA conducted research with people who enter competitions in order to provide insight into the use of competitions as a marketing strategy. The results shed some interesting light on myths surrounding competitions and social media. This is what they found:

 

  1. A ‘typical’ participant in competitions is in their thirties and works full time.
  2. More than 60% of respondents do not have children under the age of 18. Those who do have children under 18 have one to two children.
  3. The vast majority of people who enter competitions are not bloggers.
  4. Social media was reported as the most popular platform for entering competitions, with 87% of the respondents saying they used this channel of participation.
  5. Facebook and Twitter are by far the most popular social media channels used for entering competitions.
  6. 68% of the respondents admitted to entering competitions on a daily basis.
  7. Interestingly, almost half of the respondents share brand content on their social pages every day.
  8. Competitions increase consumers’ interaction with a brand and increase brand content that is shared on social media. Importantly, competitions also significantly influence consumers’ awareness of new brands and their brand purchasing decisions.
  9. Competitions have a positive effect on brand perception and word-of-mouth recommendations. In fact, almost 3 out of 4 people are more likely to recommend a brand that offers giveaways and competitions.
  10. And the drawback? 72% of people are frustrated by unwanted spam from the brand following a competition.

 

These research results challenges many assumptions and myths that were previously associated with brand giveaways and competitions. It’s no longer about stay-at-home mums or bloggers. We can no longer dismiss competitions as having little significant impact on brand perception, awareness and buying decisions. In other words, luxury brands would do well to take this information into account when developing their brand strategies.