Brands should adopt an educative, subscriber-first media-marketing mindset to build loyalty.
This article says that brands often offer lacklustre experiences on their content platforms through poorly designed sites, even if the content is good. The author suggests creating a standalone content hub to inform and educate audiences.
Brands must treat their content site like a media company, instead of a B2B or B2C website. They should replace old marketing techniques with “subscriber-first, education-based media-marketing mindset.” Prioritising email subscriptions can help brands build an owned audience.
Companies can also leverage multimedia on content platforms by embedding videos, including tweets and inserting audio content. Further, they should pay attention to user experience enhancements such as sliding hero banners, smooth navigation bars, interactive graphics, shoppable media and more.
[9 minute read]