Why your business needs a content bank
Content banks are essential to a successful social media strategy.
If you’re finding that you don’t have enough time to come up with content or are just looking to update your social channels with fresh images, you need to seriously consider creating a content bank. But first off, what exactly is a content bank and why do you really need one?
What is a Content Bank?
Content banks are a collection of images, videos, blog posts, and user-generated content. They are stored in one place and can be shared throughout the year. These pictures, videos, and blog posts are and should be, reflective of your brand story. A Demand Gen Report found that 47% of buyers view between three to five pieces of content before they consider a purchase (Demand Gen Report 2016). For this reason, it’s important that your content bank is top quality.
Why do you need a Content Bank?
Content banks are a good investment for your overall marketing strategy. Not only are they a way of exceptionally sharing your brand story, but effective content banks also evoke emotion, connecting with your audience on a deeper level.
All of the assets within a content bank are used as a marketing tool and eliminate the stress of having to come up with content on demand. Ie. having to search daily for a photo that flows well with your message isn’t an effective use of your time.
Content banks also ensure that relevant content is being produced, posted, and repurposed for added value.
Meridian Content Bank, November 2017
Content banks tell the story of your brand in a visually pleasing, strategic way. These stories come from personal experience. They should reflect how, when and where consumers engage with your product. Ie. if your product is a water bottle, you want to show all the life moments that include that water bottle. Perhaps it’s at the gym, or at home while watching TV, or doing yoga in a park, or even on a plane as you travel! Whatever it may be, content banks should help users identify with your brand, ultimately seeing themselves using your product.
But my social media manager takes great photos…
With social media more prevalent than ever, consumers demand quality—assigning someone who is not a photographer to create images, or someone who is not a writer to write a blog post is just a poor strategy. Remember, your online brand should be as professional as your offline brand!
In order to stand out and reflect your brand in the best way, professional content is essential. Before you share your next post, ask yourself, does this REALLY reflect the brand I want consumers to see?
Read more about the power of content banks in our Xhale Luxury Villa case study!
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Soar Media Group is a full-service social media marketing agency located in Toronto. We help lifestyle brands create unique social media experiences through digital storytelling and content marketing. Contact us for a quote.
