Building Content & Community: Part 2

We’re back with Part 2 of building community through content. If you missed the first installment, make sure to check out DTC 134!

Now that you’re all caught up, on to more great tips from Maria West, the Head of Content at House of Wise, Jason Wong, founder of Doe Lashes, and Fred Perotta, co-founder and CEO of Tortuga Backpacks. 👇

1️⃣ Involve your customers in your content

We’re talking about building a community here, right? Well, what better way to do that than get your customers involved in your content.

Take a tip from Maria:

“I love seeing brands who make space for interactive content on social media or incorporate UGC and testimonials into written content in a way that feels natural. One of our main ways to do this is by featuring our brand ambassadors in a weekly newsletter, article, and on social media. Make them feel special and a part of it!”

2️⃣ Learn what channels drive the best ROI, and double down

Just because TikTok is all the rage, doesn’t mean it’s the right platform for your brand. If your audience isn’t using a specific channel, your efforts in building a community there won’t show great results.

Some brands do better with written content, and others with video. Spend time testing each channel and content format to see what drives the best ROI.

“As a brand that prioritizes community, House of Wise has built a strong and engaged following on social media. Our written and graphic content is another tool for our Wise Women and brand cheerleaders to learn, share, and promote products to their circles,” said Maria.

Look at the traffic to your site and where it’s coming from to understand your audience, your conversions per channel, and the engagement rate from content per channel. This will give you a good idea of which channels to prioritize. ✅

3️⃣ Make sure there’s consistency across all channels

When customers watch more than one video, it should feel like a similar experience where the tone, values, and vibe are the same. This should be the same from channel-to-channel too.

Customers will rely on you for entertainment or expertise when you're consistent in your execution.

“By creating complementary content that educates your readers, you’re increasing your importance and authenticity in their lives and establishing yourself as an authority,” said Maria.

This includes live shopping moments, live or pre-recorded Q&As or AMAs, and even sharing video content in email newsletters and themed campaigns. Check out how House of Wise brings in experts for blog features:

“In DTC spaces, it can be easy to create organic content in a vacuum while your digital marketing, advertising, PR, or social efforts are focused on entirely different messaging and goals. They don’t have to all be the same, but brand consistency is oh-so-satisfying,” shared Maria.

4️⃣ Keep creating and keep sharing

Sharing one blog post or one video every three months isn’t going to cut it. If you’re going to invest in content, invest properly.

Create a calendar, and stick to it. If you need time to think of ideas, plan a calendar around events like holidays or sales, and create the content for it ahead of time when you’re in a slow period. That way, you’ll have tons of content ready to go.

According to Maria, “Even if community-building isn’t a main goal for the brand, investing in original content can help your customers understand why your product > everyone else’s.”

5️⃣ Let your brand voice evolve

We mentioned consistency is essential, but that doesn’t mean your voice can’t change as your brand grows. As Maria suggests, your brand voice may evolve—and you should let it.

“Remember that your brand voice may evolve over time, and that’s ok. Leave room in your content strategy for refreshing old content later—your SEO team will thank you!”

As you grow your revenue and audience, you’ll discover new, better ways to engage with your potential customers. Also, technology and society trends are constantly changing, and it’s helpful to adapt with these changes to stay relevant.

Jason shared the same idea, saying to establish yourself as an authority in your niche and keep growing as you learn more about your customers.

“By understanding where your customers spend the most time and how they like to consume content, you can adjust your content strategy to make your brand more approachable and respected,” he said.

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