Originally published July 27, 2022 , updated on October 4, 2023

Every business owner wants to increase their market share and reach new customers. Executives implement several strategies to reach more people, but few have received as much attention as creating a content strategy. A 2021 Content Marketing Institute survey revealed that 80% of B2B marketers have a content strategy. An effective strategy can generate leads and increase your revenue. We will explore how a virtual reality content marketing strategy can transform your business.

What Is Content Strategy?

A content strategy is your game plan for promoting your brand online. Marketers can select from many marketing channels, but not all of them will strengthen your brand. Some AR/VR businesses experience more success on LinkedIn, while others thrive on Facebook and Instagram. You can expand your horizons and experiment on various platforms, but you’ll have to prioritise the most promising marketing channels. Using too many resources divides your efforts and can stall implementation. These strategies focus on simplicity over complexity and continuously evolve as you explore new opportunities.

Start With Your Core Offers

Business owners often ask about the ROI of their virtual reality content marketing efforts. That’s because decision-makers want to see profits for the time they put into their marketing initiatives. Digital marketers and agencies start with your core offers and reverse engineer a marketing model. Businesses can choose from top converting offers, new launches, or products that generate the highest revenue per sale.

An integrated content strategy begins with the end in mind. Lacking a key objective can lead to plenty of busy work without any productive work. Not establishing core offers will hurt your ROI. A VR content agency addresses these key points before producing articles or running marketing campaigns for your company. 

Running Ads Generates Immediate Traction

Some marketing channels take time to get exposure, but other platforms provide immediate traffic growth. You can spend your way to a targeted audience on Facebook, Google, and similar platforms. These ad networks let you find people based on their interests, demographics, location, and other details. 

You can use ads to promote augmented reality content and welcome new visitors into your digital ecosystem. Businesses can scale profitable ads and reach more people by increasing ad spend. While this is easier said than done, a virtual reality content marketing agency can run ads for you. Ad managers can discuss targeting suggestions based on your audience. These managers create the ads and monitor them for you. Agencies will turn off unprofitable ads and analyse top-performing ads to see what’s working. They will also run A/B split tests to optimise conversion and click-through rates. A/B split tests let advertisers see how one change to an ad affects ROI. 

SEO Brings in Long-Term Traffic

Online ads spark initial momentum and can scale audience growth. However, you’ll have to continue covering ad expenses to grow with that marketing channel. Advertising platforms can also change their rules and impact how your ads get displayed. SEO is an ideal marketing channel for long-term traffic. It may take several months for an article to gain momentum and rank well, but each post you publish can drive traffic to your site for many years to come. You invest time and money into a piece of content once and continue benefiting from that asset.

Frequently publishing new articles will strengthen your brand’s reputation and also lead to more favourable rankings in the future. Google will see your AR company as a credible source and push your posts above less popular competitors. Brands build their online reputation one article at a time, and any piece of content can generate a first impression. 

An SEO-oriented strategy does more than attract new visitors. Since you’re creating new content, you have more reasons to reach out to your audience. Many business owners focus on acquiring new customers without tapping into their existing customer base. It’s easier to convert a customer a second time than it is to turn a prospect into a customer. You have already established a warm relationship with customers, and content can bring them back to your brand. 

Keep Prospects in the Loop With Social Media

SEO and paid ads are reliable marketing channels, but business owners should utilise multiple touch points. Prospects often have to interact with your brand several times before becoming customers. An article or paid ad can start the relationship, but the relationship can quickly end if you don’t provide more choices for consumers.

Social media marketing keeps customers in the loop with your VR business. You can showcase new products and customer testimonials and promote recently published articles. Combining social media marketing with your other efforts can build positive feedback loops that amplify your reach across all platforms.

Some prospects will first find your brand through Google. Your article will show up for their keyword and consequently, bring the visitor to your website. Some visitors will see your social media icons and follow your accounts. These followers will now get reminded about your brand each time you publish social media posts. Some of these posts can point people back to your website. 

The extra social media engagement will improve your rankings in social media algorithms. Social networks will give preference to your content and introduce new followers to your brand. Some new followers will visit your website and engage with your articles. These actions can further improve your SEO. 

Some companies set up ad pixels on specific pages to enable retargeting campaigns. These campaigns get sent to people who previously engaged with your brand but did not perform an essential action related to your company (i.e., buy your product or subscribe to your newsletter). Retargeting campaigns can warm up prospects who already know about your brand. Ads to cold prospects can also increase your reach, but retargeting campaigns build on previous interactions. 

Micro Influencers Provide an Underutilised Opportunity

Micro influencer marketing requires more work than most marketing channels. A VR content agency can identify micro influencers in your industry who generate strong engagement from their content. Micro influencers aren’t celebrities, but they have a large influence on their followers. 

Micro influencers have between 1,000 and 100,000 followers, and many of them get little to no sponsorship opportunities. These influencers will respond quicker to your messages than celebrities. You can offer free products or pay micro influencers to share your content. Some micro influencers will become fans of your company and continue promoting your brand without any prompting or incentive.

Partnering with micro influencers diversifies your budget. Instead of investing all of your allocated funds for a celebrity post, you can partner with many micro influencers and target several audiences. Each of these influencers will post about your company. If one of the posts doesn’t perform as anticipated, several other posts can perform well.

Promotion by Micro Influencers

Micro influencers promote articles, products, and company initiatives. You can pay to get in front of most micro influencers’ audiences for any business objective. These posts will circulate across social media and increase your brand’s reach. These posts will help with the current initiative and grow your social media audience.

A micro influencer’s followers may do more research on your company and then follow your social media accounts. The influx of followers can increase your social media engagement. Increased social media activity leads to favourable treatment. Social networks will push your content to your audience and make it more discoverable. Visibility compounds into itself. Micro influencer activity can strengthen your social media reach.

This strategy extends beyond social media. You can appear on people’s podcasts and write guest posts and receive immediate traction and long-term SEO benefits. You will receive a backlink for each podcast or guest blog appearance. Building organic backlinks is one of the most reliable ways to improve your website rankings. This process also takes significant time. A virtual reality content marketing agency can set you up with these opportunities and provide content for guest posts. These services handle the work so you can focus on serving customers and addressing key opportunities in your company.

Content Calendars Align Your Efforts With Promotions

Businesses capitalise on multiple marketing channels to promote content and as a result, gain visibility. Producing many articles and promoting them nonstop can lead to miscommunications and a lack of synergy with current projects. A content calendar is a useful element of any content strategy. This calendar lays out ideas in correspondence with product launches, promotions, and other important events or dates. 

Planning your articles and other copy creates natural transitions into your offers and promotions. Each piece of content can address a stage within the customer journey. Some prospects will wonder how your product or feature can help them. Other prospects know you have a great product, but you’ll have to convince them to work with you instead of a competitor. You can revisit content calendars to remember assets within your content portfolio. Pieces you publish today can get reused in future marketing campaigns.

Engagement Provides Data

Data is one of your company’s most important resources. Analytics give you a glimpse into what people think when they interact with your brand. Real-time data helps you adjust offers and product launches in the moment instead of spending months producing something your audience may not enjoy. You’ll learn what your customers want, and those insights can improve all of your metrics.

You can see which articles keep people on your site and look for similarities. Longer articles with internal links often increase an average visitor’s time on your website. You’ll have many numbers in your analytics, but you can also use a heatmap to get more insights. Heatmaps track how people move across your website. It reveals mouse movements so you can see what parts of your website your visitors view the most.

Receiving more data at a faster rate helps you make decisions sooner. You can stay ahead of trends and likewise continue providing what your audience wants. Search engines, social media, and paid ads accelerate data accumulation.

An Effective Content Strategy Strengthens Your Brand’s Authority

Marketing channels put you in front of more people. Your brand’s authority impacts how people perceive your products and services. Apple, Nike, and other corporate brands have spent decades building their authority. Consumers trust those companies and buy their products not only for the features but also because of their influence in their respective industries.

You don’t have to be in business for decades to establish authority, but a content strategy can help. Many people associate authority with high Google rankings, favourable online reviews, large social media followings, and partnerships with leading brands and influencers. A content strategy helps you master these areas and get perceived more favourably, faster.

The extra authority can translate into more sales. Prospects will feel more confident buying from established brands that have support from their customers. Podcast hosts, guest bloggers, and other media may eventually reach out to your company after seeing you in several reputable online spaces. Increasing your brand’s social proof can open the doors to new opportunities.

Get Help With Your Integrated Content Strategy

An integrated content strategy can increase your traffic and revenue. However, these strategies have several action items that require constant attention. You will also have to monitor results and make real-time adjustments based on the analytics.

Goodman Lantern can help you create and implement a successful content strategy. We have worked with hundreds of businesses and corporations, including Softbank, Pearson, and TikTok. Also, we vet hundreds of writers, ad experts, and other professionals to provide you with the best team. We would love to help you grow your business through online marketing channels. You can contact us today to see how we can get started.

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