A content strategy is your plan for what your content will be and how you’ll use it to further your business goals. Your content strategy will be the driving force of your social media marketing, whether that be paid or organic. It will also be the basis for email marketing, blogs, website content, video content and more. An effective content strategy will encompass your business plan, your brand narrative, tone of voice, and visual branding and will be tailored to your audiences. Sounds like a lot, right? It can seem overwhelming at the beginning but if you find yourself struggling with your content strategy, you can enlist the help of a digital marketing agency.
Not only is a content strategy important from an organisational point of view, but it will also ensure all your marketing efforts are cohesive and complement each other. It enables you to make meaningful, engaging and goal-driven content, which in turn will help increase brand awareness and ultimately conversions.
Why Is Tailoring Your Content Strategy Important?
You could have the most beautiful content with curated captions and well-thought-out brand goals, but if you’re not tailoring it to your target audience then your engagement and conversion levels won’t increase. Tailoring your content strategy will ensure that it resonates with your audience and, in turn, generate better results for your business. A digital marketing agency will also be able to help guide you in creating a strategy that is specific to your audience.
Who Are Gen Z?
Gen Z refers to Generation Z – the generation after millennials and the first generation to have grown up with portable technology such as mobile phones, tablets and laptops. Naturally, Gen Z’s eye for good content is keen given that they spend an average of 3 hours on social media every single day. With that in mind, it’s vital that you are gearing your content strategy towards this digitally native generation.
How To Adapt Your Content Strategy For Gen Z
Lean Into Video Content
Gen Z is proven to engage more with video content like TikToks and Instagram Reels. Short-form video content is here to stay! So, adapting your content strategy to include these is crucial. They don’t have to be beautiful, cinema-worthy videos, in fact, organic content such as User Generated Content is actually more effective when targeting Gen Z.
Short, Sweet & Attention-Grabbing
Arguably due to all the time they spend online, members of Gen Z have a shorter attention span than previous generations. So, in order to get the most out of your content, it needs to be short, snappy and to the point! Products and food can be ordered online and be at your door within an hour. Patience might be a virtue but it’s no longer one we require, so giving offers like next-day delivery at the beginning of your content will make Gen Z more likely to read or watch and find out about your product.
Luckily for businesses, creating short-form video content is much less time-consuming than long-form content, such as YouTube videos, so the volume of content you put out can increase.
Utilise Influencer Marketing
Gen Z are not shy when it comes to researching a product, millennials use trip advisor reviews while Gen Z uses influencers as a way of telling if your product or service is worth the money. 47% of Gen Z said they research product review videos before buying them so finding high-quality brand ambassadors and utilising their content is definitely something to work into your content strategy. There are several ways to do so, ranging from product gifting to paid partnerships to full-on brand collaborations and takeovers. Try a few different approaches to find out what works for you!
If you have never used influencers before, asking staff to keep an eye out online for suitable collaborations, or asking one staff member to investigate online to find the perfect influencer is all it takes to start a campaign that will propel your business to success.
Ultimately, the perfect content strategy comes with trial and error, and when adapting your strategy to Gen Z, we recommend trying a combination of the above tips to really engage with this generation. Trends move incredibly quickly in this day and age, so consistently adapting your content strategy will help to further your brand. That being said, having a tone of voice and core brand visuals will ensure your business is easily recognised, so don’t play around with it too much. Content strategies are a way to get fun and creative, but if you’re stuck on where to start, a digital marketing agency will be able to offer you some help.
