How Content Marketing Can Elevate Your FranDev Marketing

Content marketing is an essential tool in elevating franchise development marketing, and while many franchisors have nailed the creation of content, the marketing side remains a major gap.

Whether it be a franchise development website, blog or article, valuable assets often never make it to their target audience: franchisee prospects who are most likely to engage with a brand. A franchisor could create the most interesting piece of content in the world, but unless that blog happens to hit the prospect’s news feed, they will never see it. Marketing is taking that content and hand-delivering it to the right people in the right markets.

When a franchisor is setting their franchise development goals, evaluating their progress and analyzing the success of their marketing, they can’t overlook the importance of amplifying content. At Mainland, for example, we put franchise development content to work by amplifying it to the right audience through PR, earned, owned and paid assets, which greatly increases the likelihood of engagement.

Amp It Up

Creating content isn’t a one-and-done proposition. It is critical to put content in front of the right audiences at the right times and to keep the conversation going, whether it be through social media, drip campaigns, PR or pay-per-click. For example, AMPing is the process Mainland uses to enhance a client’s platform on 1851 Franchise by targeting a brand’s ideal audience and creating strategic content for that audience.

Each AMPD campaign is completely customizable and can be a blend of social, news and PPC ad buys designed to drive a long-term content marketing strategy that places content in front of a larger and more targeted audience to ensure that critical information about the business opportunity ends up in front of qualified leads. 1851 AMPD technology is unique in its ability to target a hyper-specific demographic, ensuring that brands are making the most of their investment and getting the content in front of the right set of eyes.

When integrated with a broader franchise development marketing strategy, these types of content marketing tools have the power to make a real difference for franchise brands looking to grow.

Checklist:

• Strategy: Build a storytelling strategy that accurately reflects the brand’s franchise development goals.

• Owned: Develop the copy, imagery and other content marketing assets to best tell the brand’s stories.

• Earned: Take those stories and pitch them to the most relevant and far-reaching news and media outlets, including national news, trade publications, local media and digital influencers.

• Paid: Amplify the impact of those stories and media placements through digital advertising and other paid marketing.

• Data: Dig deep into the results of the campaign to gain insights on what stories and methods had the greatest impact.

Integrating content marketing into frandev marketing is about reaching prospects who are most likely to take action in a way that will help franchisors achieve their growth goals.