Digital Content Drives Business: Here’s What’s Halting Your Engagement

Digital content is everything to your business.          

Leave your competitors in the rearview.

At Blended Sense, we know you wear a thousand hats as a business owner. Content strategy is often the last priority on your long to-do list. Content creation is also on the bottom of that list, even though you have a nagging feeling that you’re ignoring one of the most important elements of your business’s success. 

You can’t afford to ignore digital marketing and creative content creation though. It should truly be a pillar of your existing business model. This isn’t a new theory. It’s tried and tested, with the most unusual backstory going back over 125 years.

Before we get to that juicy anecdote, let’s go over some key points about modern marketing that you may already be familiar with.

Enhance Customer Experience

All marketing at its core is about building your business’s customer experience. In a nutshell, you need to build content that considers:

  • Storytelling
  • Timing of distribution and where best to distribute (Youtube, Facebook, Twitter, LinkedIn, TikTok, etc.)
  • Networking and creating an influential presence (finding the greatest impact)

Many of the touchpoints in your customer’s journey have been eliminated or watered down due to current global circumstances. Despite this, you can still up your marketing game.

A customer touchpoint is any way a potential or current customer interacts with your business. This includes before they do business with you, during their relationship with you, and after they’ve done business with you. 

Here are some examples, but by no means an exhaustive list:

Before Engaging with Your Business:

  • Social Media (FB, Twitter, TikTok, Pinterest, LinkedIn, YouTube, etc.)
  • Yelp Reviews
  • Testimonials
  • Word of Mouth
  • Drive By/Walk By
  • Press (Magazines, Trade Journals, etc.)

While Doing Business with You:

  • In person (office or store)
  • Website (eCommerce)
  • Catalog
  • Point of Sale
  • Sales Staff

After Becoming a Customer:

  • Billing
  • Online Help
  • Service & Support
  • Follow Up
  • Thank Yous

Each of these areas is an opportunity to improve your customer experience. With Blended Sense, you get help creating content for multiple touch-points via:

  • Internal explainer videos for process efficiency
  • Copy, video, and photo for social media
  • More         

Define the Journey for Your Customer         

Do it with custom digital content.           

Tell Your Brand’s Story

“Storytelling is one of the most powerful ways to breathe life into your brand and is also one of the main components of a solid marketing approach.”

- David Campbell, Right Inbox.

The core of your business is built on authentic relationship, developed as you tell your brand’s story and live up to the integrity and authenticity you create. 

Entrepreneur Kevin Daum states in an INC interview, “The best way to demonstrate your integrity is to simply be your word.”

This is often bound together with your brand story. Did you start your company after noticing a problem someone was having, and come up with a solution? 

It can be as simple as the brand story of a company like YETI with two brothers that wanted fishermen to have better coolers, or as profound as lowering America’s obesity rates as in a company like Goodlife. They used “real-life” heroes in their latest marketing campaign to extend their reach.  

When Goodlife launched their “Live Your Good Life” campaign they used 15-30 second videos, radio, and TV spots to showcase heroes that are getting fit in cities all over the nation. This simple, content-driven story outperformed huge agency marketing campaigns that cost ten times more. 

You need to inspire and be true to you. That’s where Blended Sense comes in. We not only get to know you and your business, but help you tell your story effectively. 

 “A good story makes you feel something is universal. They want to grasp your values and your commitment to excellence: be inspired and intrigued. Storytelling is the most powerful way to convey these ideas.”

— Mark Truby, VP of Communications for the Ford Motor Company

On the flip side, here’s what NOT to do:

Pepsi’ Co’s Naked Juice made claims that their product was “all natural” and “non-GMO,” but they ended up agreeing to a $75 million settlement when customers who bought their juices found out they were neither of these things. Oops. 

Your brand story and your brand integrity are one and the same. Trust is built with integrity, and everything you do should be consistent with your story and it’s promise. 

Talk to Blended Sense about building your brand story now.

Time Digital Asset Distribution: When & Where

Traffic without sales is useless. Just obtaining creative assets without knowing how to use them, well, that’s not so helpful either. 

Organic search drives at least 50% of all traffic to your site, and that means social media needs to be used as a tool to convert once people land at your business’s virtual “home.” 

Every social media platform has a different activity algorithm, based on hundreds of thousands of user behaviors. Here are a few insights that will help you know better how to use the digital assets that Blended Sense creates for you.

According to Sprout Social Media, successful marketing strategies differ depending on the platform. 

When to Post on Facebook

You’ve got an audience of 2 billion people on Facebook, but they have habits to consider. 

Genuine engagement is best when you follow the steps we’ve outlined herein, but you can still tweak your marketing campaign to get a bigger return on your investment by posting at optimal times:

  • Wednesdays from 11 AM to 1 PM are the very best time to post.
  • Weekdays from 9 AM to 3 PM are the next best time to post.
  • The worst day to post is on Sundays.

If you’re posting digital assets to Facebook, remember to post 3 times a day, at least five days a week. 

You can recycle content. Of course you should always prioritize fresh content, but if recycling seems odd to you, consider this:

  • Your first post will get higher engagement.
  • Your second post will usually get less engagement, but adds between 10% and 50% more engagement for an asset you’ve already used. Not bad at all. 
  • Vary your posting strategy. Use video, photos, smart copy, and don’t forget to ask for customer-driven content! Start a campaign to see who can come up with the most creative story about your product or service in your circle of influence. People will often amaze you.   
  • Ask your customers to submit photos or videos using your products. Ask for video testimonials. These things are a content gold-mine and builds trust for your brand. 

Talk to Blended Sense about creating assets to share on social now.

Customer-based storytelling is key across every social media platform. 

When to Post on Instagram

Instagram has an audience of 1 billion and growing. With the addition of IG Stories, your chance to engage with your customers is irreplaceable. Here are the best times to post:

  • Wednesdays at 11 AM and Fridays between 10:00 AM and 11:00 AM is the best time to post.
  • You’ll achieve better results with consistent engagement Tuesdays through Fridays from 10:00 Am to 3:00 PM.
  • The worst day to post is on Sundays.

When to Post on Twitter

Twitter doesn’t compete with Facebook and Instagram but there are still 500 million tweets sent daily in the U.S. alone. Make sure not to post outside of “key” hours since Twitter prioritizes content based on interest, instead of it’s chronological listing time. The best times to post on Twitter are:

  • Wednesdays & Fridays at 9 AM.
  • The highest engagement is realized on Tuesdays and Wednesdays
  • The worst time to post is any day from 10:00 PM to 4:00 AM.

When to Post on YouTube

YouTube, owned by Google, is not the only place to post videos, but the farthest reaching.  You can also post on Vimeo, Metacafe, Dailymotion, Veoh, The Internet Archive, Crackle, and many other places. 

When you post to YouTube, be sure to title your videos effectively, and to have a full description of what the video you’re posting is about, as Google and Youtube’s bots don’t rank your videos based on the video content itself, but based on your description and meta-tags. Meta-tags are a way to get more views. 

Meta-tags are keywords that you include in your descriptions that tell the platform what your video is about, and who might be interested in viewing your videos. 

Otherwise known as on-page SERP (search engine page results or search engine optimization). This is a key component of posting digital assets effectively. 

When choosing keywords and meta descriptions include terms that you would use if you were searching for your services or products. 

The best times to post video on YouTube are:

  • Anytime between 2:00 PM and 4:00 PM on Mondays, Tuesdays, and Wednesdays, and between noon and 3:00 PM on Thursdays and Fridays.

When to Post on LinkedIn, Pinterest, TikTok & Other Platforms

Every platform has ideal times to post. LinkedIn, Pinterest, TikTok and every other social media platform prioritize posts based on user algorithms. Here are some best practices to consider when posting your digital assets from Blended Sense:

  • LinkedIn’s best time to post: Wednesdays from 9:00 AM to 10:00 AM, and noon.
  • Pinterest’s best times to post: 8:00 PM and 11:00 PM since a lot of mothers use Pinterest and this is the only time they have to scan posts.
  • TikTok’s best time to post: Mondays at 6:00 AM, 10:00 AM, 10:00 PM. Tuesdays at 2:00 AM, 4:00 AM, and 9:00 AM. Wednesdays at 7:00 AM, 8:00 AM, and 11:00 PM. Thursdays at 9:00 AM, 12:00 AM, and 7:00 PM. Fridays at 5:00 AM, 1:00 PM, and 3:00 PM. Saturdays and Sundays at 7:00 AM, 11:00 AM,  4:00 PM, 7:00 PM and 8:00 PM.

Network, Create Presence & Find the Greatest Impact

As you learn how to leverage your social media and web presence, you’re essentially creating a presence. From here you want to measure what is delivering the best impact for your company. 

You can also network by sharing content with other companies and creatives that share your interests, morals, and motivations. Share insights across channels with other brands to create a synergistic effect. Your audience will grow as you tap into fellow small business’s audiences and share in their engagement.  

Some companies will see better engagement with YouTube videos. Others are more successful on Facebook. You won’t know until you look at the data. There are many analytics tools out there. You can choose one that works best for you.

Some great tools to see where your website traffic is coming from and how effective it is at converting are:

  • Google Analytics
  • Adobe Analytics
  • Similar Web
  • SEMRush
  • Uber Suggest

Juicy Viral Content BEFORE the Internet

This brings us to that juicy little story we talked about at the very beginning of this article. 

Before digital content creation became the beast it is today, John Deere of the little-green-tractor variety started what we now call “influencer” content marketing. 

In 1895, Deere started a free magazine called The Furrow

This humble little magazine catered to farmers. The magazine didn’t talk about John Deere tractors at all, but helped farmers with useful tidbits of information that helped them increase crop yields, and be better farmers. 

Something miraculous happened by simply engaging his customers with content that they actually valued – it went viral, and well before the Internet even existed. 

By the end of 1904 it had millions of subscribers.

If you want to build THAT kind of engagement, reach out to Blended Sense, we’re all about creating content that is just as useful to your customers.

I want digital content now.