What You Should Know:
- Don’t Underestimate the Value of Basic Content Strategy – Identify valuable keywords, optimize content for search, supplement content with rich visuals and data, and offer users attention-grabbing, relevant calls-to-action.
- Keep an Eye on the Competition – Consistent awareness of what competing brands are saying and doing allows for greater opportunity to have a unique brand voice and message.
- Always. Be. Testing. – From headlines to visuals to the placement of the download form on a landing page, A/B tests should be implemented in as many elements of a campaign as possible – and the campaign should be optimized accordingly based on test results.
- Optimize Videos per Platform – Keep in mind that the same video can be shared on different platforms in different ways – and yield different results.
- Know When to Recycle – If an idea performs well, find a creative way to repurpose it and recirculate it after a reasonable amount of time has passed since its first use. The key is to look back, gain a full understanding of what worked (and what didn’t) and why, and then make updates as necessary.
- Connect with Users Without Extreme Targeting – Pick one desired audience to reach and narrow in instead of taking a one-message-fits-all approach, but avoid being overly specific.
Level Insight:
While it’s always exciting to experiment with new, creative content ideas and strategies, our favorite thing about these insights is that they stress the importance of making sure a basic content checklist is in order and stretching the value of content through testing and optimization, which is a process that’s well ingrained in Level’s DNA. By continuing to pair this with a finger on the pulse of competing brands and staying up-to-date with the capabilities of different social media platforms, we feel that we have a solid strategy for ongoing success in the new year and beyond.
