As a concept, the value of loyalty marketing is well understood. It is obvious why most brands and companies wish to introduce loyalty marketing into their respective marketing campaigns. In a consumer landscape where the customer has a number of choices and the freedom to be fickle, brands which have a loyal customer base tend to have an edge over their competitors.

While there may be no doubt about the importance and value of loyalty marketing, there is a gap in knowledge when it comes to understanding how it has to be implemented. There are many examples of brands and companies taking advantage of loyalty marketing, but there isn’t a clear pathway for an entrepreneur or business to follow.

One way of doing so is content. Content is valued and consumed by users, readers, and customers across the board. To inspire loyalty in customers, there needs to be some kind of give-and-take between the brand and the customer. Content is the commodity which can be exchanged between brands and customers as a way to bring about loyalty marketing for a brand, product, or service.

In this article, we will discuss how different forms of content have to be framed to gradually allow for loyalty marketing to trickle into a digital marketing campaign.

Long-Form Content

Mastering long-form content is the something most digital marketers aim to do during their professional careers. From a student at a digital marketing course in Delhi to even a highly-qualified marketing specialist, the value of content especially long and engaging format is well understood.

Whether we talk of blogs targeting specific topics of interest or email marketing content aimed at influencing readers through inbound marketing, each of these can be categorized under long-form content.

Why is long-form content beneficial from a loyalty marketing perspective? Content at this point can be considered as an experience-based commodity. Short blog content tends to be low on experience and engagement as it does not cover essential topics people are looking for.
For instance, consider a news article which is talking about the result of a cricket match. To fulfill its purpose, a short article can simply end by saying who won the match. However, the average reader wants more information such as the score in the first and second innings, the performance of certain players, and so on.

Going deeper into a topic is a great part of long-form content. The first step of inspiring loyalty is to first make sure readers have a reason to come back, which is only possible if the content is informative and engaging.

Other forms of long content include free giveaways such as e-books and whitepapers related to a niche. By giving away content is such forms for free, brands deploy inbound and loyalty marketing techniques at the same time.

Social Media Marketing

Along with long-form content, it is social media which is a platform large enough to reach to the target segment of the audience.

Social media alone is usually not enough to power a loyalty marketing effort. When used with content either through blog posts or video content, social media marketing can be an effective tool to inspire a large base of customers to become committed to a brand or product.

Social media allows brands to go beyond their formal style of operation and interact with their customers in a style which is more likely to make them relate to the brand or company in question.

Author's Bio: 

I'm a writer and illustrator. I did graduation in Journalism. For my Postgraduate thesis, I researched on Communicative Science and Disorder.