7 tips on how to expand your portfolio without increasing budgets [Anzeige]

To be more visible and relevant, brands need to regularly share content tailored to different formats, platforms and audiences. At the same time, consumers value personalization, entertainment and authenticity. This is complex! TERRITORY has a Ebook with seven tips created that shows how marketers can cleverly expand content portfolios without blowing up marketing budgets.

In 1983 Germany had TV, print media and radio to advertise. Things will look different in 2023: With social media and the metaverse, not only has media consumption changed, but also the multitude of channels and format options for effectively reaching target groups. At the same time, new technologies and the availability of rich consumer data enable better content personalization based on geo-targeting, CRM history, demographics, time zone, language, local weather and more.

These two developments – more channels and a greater need for individuality – mean that the need for content in modern communication is growing exponentially. It can also be called content inflation. This poses a major challenge for marketing managers, because the right content is crucial for more traffic, trust and conversion.

With consumers spending a significant portion of their time across more and more channels, companies and brands are being forced to find strategic solutions to create large volumes of channel-specific content on a limited budget. Content builds relationships. Relationships build trust. Trust drives sales. – Ares Georgoulas, Executive Director TERRITORY

But how can you meet this demand without increasing your marketing budget exponentially? And how do you decide which content is best suited for which channel?

7 tips for clever content marketing

There are many ways to expand your own content portfolio and use content effectively! Here are two more tips:

Use user-generated content

What’s better than a recommendation from someone close to you to change your mind about a brand or product? – Joshua Wood, Account Director TERRITORY London.

UGC (User Generated Content) – i.e. user-generated content – are authentic contributions and real recommendations from customers for a product or service – published online as an image, text, video, etc. and based on their own experiences with the brand. A type of content that not only can be produced in large volumes, but is also very inexpensive to create.

In order to create UGC as part of a marketing activation, customers are often encouraged and inspired to share their opinion on a specific product. This can happen via their own social media channels, websites or on community platforms such as TRND.de, where companies encourage consumers to create UGC through projects. This is then published either as an image or video on private social media accounts or as a rating and review on e-commerce and rating platforms such as Trustpilot.

Why is UGC so valuable in your own content marketing strategy? Perhaps the greatest strength of UGC content is that this content is considered more trustworthy. 92% state that they trust UGC, or earned media, more than any other form of branded advertising – especially community-created UGC. People can relate better to personal stories and talk about them more intensely, which generates higher engagement.

After the content has been generated, marketers have various playout options available, with brand-specific channels such as owned channels, brand websites or other company-owned media being used in particular. The decisive factors here are the lower costs for content creation and target group-specific playout, which Caudalie, for example, took advantage of with a campaign.

Work with influencers & creators

Micro influencers are in high demand at the moment as they represent the perfect mix of high content quality, reach and engagement. – Ramona Meier, Director Client Services TERRITORY Hamburg.

When it comes to large campaigns or product launches, companies often have specific content requirements and a schedule. Influencers are being used more and more frequently for classic model jobs. Because: Influencers can produce professional content, target group-specific and profitably in a relatively short time.

Brands should primarily rely on the mix of different influencer types and thus use special strengths and skills. Professional macro and star influencers, for example, increase visibility online, while micro and nano influencers increase credibility and engagement.

Of course, smaller creators can also go viral with creative videos on e.g. TikTok and macro influencer campaigns Achieve double-digit engagement rates, as was the case with Ravensburger. A suitable influencer selection is crucial for brands to save time and money and a prerequisite for a successful cooperation.

For a perfect selection and a smooth process, an influencer agency like TERRITORY, which has a large pool of tested influencer profiles and proven processes and tools, can help or you can use a value-based one Guide orientate towards influencer selection.

To reach audiences effectively, brands need to share content regularly. Content adapted to the context, media, brand objective and format.

Even greater complexity is created by more and more platforms and by consumer needs for personalization, entertainment and authenticity. 70 percent of companies know how important is and therefore actively invest in content marketing.

All 7 tips are available in a comprehensive e-book from TERRITORY

The e-book includes seven helpful tips for content creation and planning, exclusive quotes and learnings from experts with many exciting Case Studies.

You can download the e-book here

In addition, there will be a webinar on content inflation with our partner Sprinkl on March 9th, 2023, with even more case studies and insights. Click here for registration!