Digital marketing trends small businesses need to follow in 2021
Beyonce is at it again. This time the lucky partner is Netflix, how did HBO drop the ball on that one? “Homecoming: A Film by Beyonce” will premiere on April 17th and fans have lost it. I watched her Coachella performance online and she gave me goosebumps even though I wasn’t there in person to witness her greatness. I can hear the drums of our ancestors already. The trailer gave me chills, hearing Mother Maya Angelou speaking life into the candid footage that only gave viewers a glimpse into what they already saw because everyone and their mama watched her Coachella performance.
Marketers, including myself, need to take notes on Beyonce’s content marketing strategy. She started at the end, with her Coachella performance, and worked her way backward with “Homecoming.” There are no rules to how you construct your content marketing strategy, only that the content is authentic to your brand, educates, moves the conversation forward and compels people to act. Compelling people to act applies to buying a product, joining a subscription, sharing the content or whatever the “act” is you need to happen to make the sale or conversion. Regardless of starting your story from the beginning or the end, like Beyonce, these are the key ingredients to your strategy:
- Authenticity. Consumers can smell a fraud a mile away. Be authentic to your brand
- Educate. Teach consumers something about your brand that they can’t find on their own.
- Inspire. Move the conversation forward. Provide tool and insight.
- Compel. Own your greatness, so much that witnesses can’t wait to tell someone about your brand.
Beyonce’s story is so compelling she has us on the edge of our seat waiting to witness her creative process. I will have my notepad and pen ready.
