Regardless of the marketing season, there is always something on the editorial calendar grasping for the attention of chief marketing officers, social media experts, and brand builders alike.
As a creative agency(ish) specializing in content strategy, creative direction, production brand photography, and brand videography across all marketing verticals for companies globally, we believe there are two key content pillars that you should be actively hiring for to ensure growth and connection with your customers year round:
UGC – User Generated Content
One of the most effective ways to connect with your audience is through User-Generated Content (UGC). This trend has been gaining momentum for the past year, and for good reason! Consumers are looking for authenticity and are more likely to trust recommendations from their peers over traditional advertising methods. By incorporating UGC into your marketing strategy, you can take advantage of the power of word-of-mouth marketing and create a more engaging and interactive experience for your customers.
Research shows that consumers find UGC to be 9.8x more impactful than influencer content when making a purchasing decision. UGC-based ads also get 4x higher click-through rates and a 50% drop in cost-per-click than average. By hiring UGC creators, you can tap into this powerful marketing tool and see a significant difference in your business, sales, and customer relationships.
Lifestyle Photography and Videography
Another essential content pillar that can help you to connect with your audience is lifestyle photography and videography. By creating season-specific media in addition to your evergreen or core content library, you can show your customers how to use or consume your product and help them to imagine what it would be like to have your product in their everyday lives. This kind of content is interactive and engaging, giving your audience a glimpse into the lifestyle that your brand represents.
At Marika Creative, we believe that lifestyle photography and videography are crucial for any business looking to connect with their audience year-round. By refreshing your content and creating images and videos that speak directly to your customers' desires, you can create a sense of FOMO that will push them to make that purchasing decision.
E-Comm Assets and Brand Presence
In addition to UGC and lifestyle photography and videography, it's important to make sure that your e-comm assets are up to date and that your overall brand presence is as cohesive as possible, especially if you’re launching new products! This means that any in-studio/product-specific photo and video are good to go, and that your website and social media channels are optimized for maximum engagement. By removing any possible barriers to purchase for potential customers, you can make it easier for them to connect with your brand and make that purchasing decision.
Putting the Needs of Your Customers First
Finally, at Marika Creative, we believe that measuring a truly successful marketing strategy comes down to whether or not you can say in good conscience that you put the needs of your customers first. By focusing on adding value first and prioritizing your customers' needs, you can create a more authentic and engaging experience that will lead to growth and success year-round.
In conclusion, there are several content pillars that can help you to grow your business and connect with your audience year-round. By incorporating UGC, lifestyle photography and videography, and optimizing your e-comm assets and brand presence, you can create a more authentic and engaging experience for your customers. At Marika Creative, we're here to help you make the most of your marketing strategy, no matter what season it is!