Bloggers help brands target SEO results. With well-researched, unique content, sprinkled with anecdotal storytelling, bloggers can lend nuance and credibility to the conversation.
Most digital campaigns these days are either on Instagram or around a TVC and they run in silos with respect to the larger marketing or PR objectives. They are sudden burst campaigns typically running for two to three days, where a bunch of influencers post a video or an image with a caption. They’re usually missing a call to action (CTA), and even if there is one, it is mostly placed in the influencers’ bios.
In an attention span of an Instagram timeline, where liking a post is a novelty, how many consumers do you imagine check influencer profiles for the link? How many consumers do you believe are getting influenced by that one Instagram post?
The need of the industry is to pivot, in order to cater to a more mature and nuanced consumer. A consumer who doesn’t have an impulsive buying journey and who is consuming information related to the product category on multiple platforms, starting from Google and often ending in well-researched long-form content.
In short, a brand campaign should be presented as breadcrumbs on every single platform and push for multiple content interaction cycles, which eventually shift the needle of consideration for a consumer.
But how does a brand with limited resources and maximum KPI (key performance indicators) needs achieve this? This can be done by replacing...
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