Case study
The Ultimate Social Content Marketing Playbook To Succeed In The Watch Industry.
Type : 
Horology
goal : 
Discover How You Too Can Apply Content Marketing To Grow Your Brand.
duration : 
summary

Discover How You Too Can Apply Content Marketing To Grow Your Brand.

01
overview

Content Marketing Is The Present - And Future -Of All Marketing.

Traditional marketing is becoming less and less effective by the minute; as a forward-thinking marketer, you know there has to be a better way.​ Enter content marketing.  Content marketing has exploded with the rise of digital.  Content marketing is defined as the strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience and, ultimately, to drive profitable customer action.​ Instead of pitching your products or services, you are providing truly relevant and useful content to your prospects and customers to help them solve their issues.​

Content marketing is not a new concept though. Brands and businesses were already publishing content in the earliest magazines and newspapers over a hundred years ago. Then, like now, the aim was to strengthen customer engagement, customer acquisition and brand awareness by providing useful, engaging information. With the rise of digital, marketers increasingly see the potential and appeal of content marketing. At first, it was a new and exciting approach to inbound marketing, and an effective way to drive online traffic. Now, marketers are using content marketing as an advanced strategy for attracting qualified leads, nurturing their engagement down the funnel, and converting them to customers. However you define content marketing, the main takeaway is this: It works. Here's why: Awesome content – that is, great content marketing – is legitimately engaging. Your audience doesn't need to be convinced to read your content. They seek it out. They can't help but consume it. They may not even realize the content they love is actually marketing. Or, if they do, they appreciate the goodwill shown by a brand that helps them make decisions pro bono.

​Ready to figure out your content marketing strategy? If you're overwhelmed or don't know where to start, you're definitely not alone. Because content marketing isn't as straightforward as it used to be. Not by a long shot. ​Today, more content marketing mediums and methods exist than ever before in the history of the world.  ​For choosing the right marketing channels to figuring out your content strategy, analysis paralysis is a serious problem for brands today. That's why we created the ultimate content marketing playbook focused towards social media content marketing int he watch industry. Quality content is part of all forms of marketing and is the foundation for all marketing, yet social is your superpower as social media is the fastest growing trend in the history of the world. This sector has grown faster than the Internet itself.​ Do you see the opportunities already?​

02
approach

Developing A Social Media Strategy​

Content marketing is the backbone of all marketing.

Nowadays the strenght of your social media is determined by the strenght is your content, and the strenght of your content isn't determined by storytelling, but by telling your story well. Content is fire, social media is gasoline.​


What exactly is social media marketing?

​Social media marketing is best known as interacting with customers through the social
networks. Often, when discussing social media with non-specialists they just see it as the company Instagram page. As we’ll see, a social media strategy looks much more broadly at how social media is used across the business since it impacts marketing and sales. In most businesses, or parts of businesses, there will be two or three social networks that are the best fit for your audiences, so it makes sense to focus your resources on these. Often, the potential of social media is missed since it’s seen simply as a ‘free’, organic option to share to social networks. Yet there are many other options available in a strategic approach to social media ranging from and to paid, owned and earned media.

Why is social media marketing important?

Social media marketing – the paradox and the challenge of opportunity:
The challenge of social media is simple: when we socialise we’re hanging out, spending time with our friends, family or colleagues, and generally don’t want to be interrupted by ads from brands.

But it’s not as bad as it seems. Individuals do also socialize with brands and hang out with others who like these brands. According to research 78% of consumers trust other consumers advice more than they trust advertising. So, if you can influence the conversation that peers are having about your brand, you can end up turning your audience into your salespeople!

The paradox and the challenge of social media is simple to understand yet impossible for many brands to solve: When we socialise we’re hanging out, spending time with our friends, family or colleagues, and generally don’t want to be interrupted by brands. But it’s not as bad as it seems. Individuals do also socialize with brands and hang out with others who like these brands. According to research 78% of consumers trust other consumers advice more than they trust advertising. So, if you can influence the conversation that peers are having about your brand, you can end up turning your audience into your salespeople! Therefor, social media is both an art and a science. It’s a science because you need to test and learn how the different social media tools work. You also need to know the rules of play and learn how to use each platform to maximum effectiveness. But social media is also an art. Creating content that converts for your target personas is a highly creative skill which can cause a follower to click and engage or simply scroll on down. ​Marketing is impossible without great content regardless of what type of marketing tactics you use, content marketing should be the foundation of your process, not something separate. ​ ​


How can social media help you achieve your business goals ?

Before you begin creating content tailored towards social media marketing, consider your business's goals. Starting without a defined strategy is like wandering around a forest without a map you might have fun, but you'll probably get lost. ​In general businesses use social media marketing for increasing their brand awareness, creating a brand identity and positive brand association, others use it for driving website traffic and sales. Social media can also help you generate engagement around your brand, create a community, and even serve as a customer support channel for your customers.​ Here are some questions to ask when defining your social media marketing goals:​

  • What are you hoping to achieve through social media marketing?​
  • Who is your target audience?​
  • Where would your target audience hang out and how would they use social media?​

Content marketing is a commitment, Not a campaign.
03
results
04
conclusion

The paradox and the challenge of social media is simple to understand yet impossible for many brands to solve: When we socialise we’re hanging out, spending time with our friends, family or colleagues, and generally don’t want to be interrupted by brands. But it’s not as bad as it seems. Individuals do also socialize with brands and hang out with others who like these brands. According to research 78% of consumers trust other consumers advice more than they trust advertising. So, if you can influence the conversation that peers are having about your brand, you can end up turning your audience into your salespeople! Therefor, social media is both an art and a science. It’s a science because you need to test and learn how the different social media tools work. You also need to know the rules of play and learn how to use each platform to maximum effectiveness. But social media is also an art. Creating content that converts for your target personas is a highly creative skill which can cause a follower to click and engage or simply scroll on down. ​Marketing is impossible without great content regardless of what type of marketing tactics you use, content marketing should be the foundation of your process, not something separate. ​ ​


How can social media help you achieve your business goals ?

Before you begin creating content tailored towards social media marketing, consider your business's goals. Starting without a defined strategy is like wandering around a forest without a map you might have fun, but you'll probably get lost. ​In general businesses use social media marketing for increasing their brand awareness, creating a brand identity and positive brand association, others use it for driving website traffic and sales. Social media can also help you generate engagement around your brand, create a community, and even serve as a customer support channel for your customers.​ Here are some questions to ask when defining your social media marketing goals:​

  • What are you hoping to achieve through social media marketing?​
  • Who is your target audience?​
  • Where would your target audience hang out and how would they use social media?​

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