Hyper-Relevant Social Media Marketing Content is a phrase you need to be familiar with. Think about it this way. It often amazes us how many terms did not exist ten years ago, but quickly they become so critical in our lives. Did you ever think we would live in a world driven by the Internet-of-Things? Surely, you imagined a smart home with cool devices, but it didn't seem likely every device would warrant this kind of connection.
What's more, consumers can't seem to get enough of everything that's connected to the digital world. Many will try almost any new application or smart gadget on the market. This is the way the world will be for now, and it will only get better in the future. So it falls upon the social media marketers among us to embrace it. We must keep giving digital consumers what they want, and understand they are never satisfied. Moreover, many are focused on the newest and greatest hyper-relevant technology, gadget, etc.
Looking Back
Before we thought too much about smart homes, we thought about driver-less vehicles and living on the moon. Now, it has been 17 years since Robin Williams starred in the movie Bicentennial Man, which was when it seemed unlikely that a person could live two centuries. With the vast presence of robots and smart devices, a robot-driven world isn't so futuristic.
In the social media world, we want to feed the global public's appetite for bigger and better, faster and more convenient. We rely on machine learning programs to predict what kinds of content users want and then feed it to them. We cater to people who want to consume hyper-relevant content. It seems we are starting to realize that less is more.
Considering the Future
Last summer, Jayson DeMers predicted in “The Top 7 Social Media Marketing Trends Dominating 2016” “less is more” and “better is better” in terms of the digital content people want. If you are planning a social media strategy for your brand, he writes, “users are beginning to prefer hyper-relevant, in-the-moment content to regurgitated updates or retrospective posts, and you have a perfect formula for users to prefer fewer, but better posts.” With a new emphasis on quality, you cannot ignore the need to sunset content on multiple media channels that may not meet the current standards. DeMers points out, “quality has always been more important than quantity, but now social platforms and users are further cementing that fact.”
Hyper-Relevant Social Media Marketing Content
The key to ensuring your website, blog, Facebook pages, and other marketing channels have hyper-relevant content is a thorough review of your current content strategy. It's less about how the messages will get transmitted to the public. It's more about what those messages will be and how they will reinforce your brand's key concepts.
Learning What Consumers Want
Any website asking a user to accept a cookie has an immediate advantage. After the user accepts the cookie, it's easy to track the kinds of content she reads. It's possible for the same website to recognize when she returns in the future and then to present customized content reflecting her past content consumption. This is the promise of machine learning. This same website can also look to external websites and media content channels to fetch and then feed the same user relevant content. With media streaming already a trend, a website isn't limited to presentation of its own content. Be sure your company uses the latest software applications to predict what content your website visitors want.
We are here to help you determine exactly how to plan, prepare, and deliver hyper-relevant content to targeted user audiences. Not every consumer has the same needs, but there are some distinct groups within your market who can learn to love and support your brand. For more information, please contact us today.
