Always-on marketing is an essential part of any content strategy. It refers to campaigns, programs and conversations that are always accessible and always available for engagement.

Content marketing can be considered always-on as it lives indefinitely on websites and never requires time away from its customers due to short campaigns or off weeks. However, always-on marketing goes further than simply having a presence; it requires an always-on approach to the creation, distribution and monitoring of content. This entails perpetually producing fresh content, actively managing social media platforms, tracking analytics regularly and engaging with audiences consistently.

Implementing always-on strategies may feel daunting but it’s necessary for successful content marketing.

What is Always-On Content?

Always-on content is the backbone of any effective digital marketing strategy. This type of content exists to provide an ongoing source of interest and engagement with customers and potential consumers. It can be used to generate leads, nurture relationships, drive sales and capture new audiences.

Always-on content includes blog posts, social media updates, webinars and podcasts, and any other regularly-updated content that is continually engaging to customers. This type of content works best when it’s informative, helpful, entertaining and aligned with a brand’s core values.

Benefits of Always-On Content

There are numerous benefits associated with always-on content:

• Increased visibility – New content can help you rank higher in search engine results and promote your brand on social media channels
• Improved customer relationships – Providing customers with helpful, interesting content regularly can improve the relationship between them and your brand
• Increased engagement – Consistent content gives consumers more opportunities to interact with your brand
• Increased sales – Always-on content can help you reach more people and convert more leads into customers

What’s the difference between always-on and “always available?”

While both tactics involve providing customers with content on a regular basis, there is an important distinction.

Always-On Content

Always-on content is continuously updated and available to customers, regardless of what stage they’re in the customer journey. This type of content accommodates different stages and helps move customers through the buyer cycle.

Always Available Content

Always available content is more focused on providing resources to visitors who are already aware of your brand and actively looking for a solution. This type of content is designed to help potential customers make an informed purchase decision.

Creating An Always-On Content Strategy

Creating an always-on content strategy involves a few key steps:

1. Understand your target audience – Identify your target audience, their interests and needs, and how they engage with digital media.
2. Define content goals – Set specific, achievable goals such as increasing website traffic or engagement.
3. Develop content topics – Brainstorm potential topics to create a list of ideas that you can use for your always-on content strategy.
4. Create content regularly – Consistently produce fresh, relevant, and engaging content that meets your content goals.
5. Promote the content – Leverage social media, email marketing, and other channels to promote your always-on content.
6. Monitor analytics – Track the performance of your always-on content to identify areas for improvement and optimization.

Always-On Content Examples

Here are some examples of always-on content that you can use to engage with customers:

• Blog Posts – Blogs offer a great way to share helpful and informative content with your audience on an ongoing basis.
• Video Content – Video content is one of the most engaging forms of media, and can be used to showcase products or services, provide tutorials, or host Q&A sessions.
• eBooks/Whitepapers – Creating an eBook or a whitepaper can help you build brand awareness and position yourself as an expert in your field.
• Social Media Posts – Social media is a great way to stay connected with customers and keep them up-to-date with the latest news about your business.
• Podcasts – Podcasts provide a unique opportunity to engage with customers and discuss topics related to your industry.
• Case Studies – Case studies allow you to showcase the success stories of real-life customers and demonstrate how your business can solve their problems.

The Take Away

Always-on content is an essential part of any digital marketing strategy, as it helps brands stay connected with customers and reach new audiences. When done properly, always-on content can help brands increase visibility, engagement, and sales.

Always-on content isn’t just about creating content; it’s also about promoting it on social media channels. Use hashtags, join relevant conversations and engage with followers to ensure your content is seen by the right people. You can also use paid ads to promote your content and target specific audiences. Finally, use analytics tools to track the performance of your content and measure its effectiveness.