Well, it is 2024 and it does not work anymore. Why not? Your customers are using multiple platforms and your brand would honestly look a tad boring in the name of “brand complicity”. Brand experience can match, but sending the same message would bore your users to tears. 

At a legacy organization I worked for (keeping out the name due to confidentiality, but you can probably guess), I saw that we were definitely leaving money on the table and spending $$$$ on top to resize and adapt the same message across platforms. 

So I ran a content audit. Digged into search console and Google analytics platforms and guess what I discovered? There was a lot of long form content which had great engagement organically. This was high converting content sitting there unattended and not used to its capacity. 

Instead of utilizing what already works, unfortuinately the organization spent $$$ to  create new landing pages. It wasn’t tough to convince the fellow team members to change gears as I had numbers on my side.  The long form content was converted into an eBook. You know why? Because customers value “ebooks” than a generic landing page and there is a platform where they are looking for industry updates from trusted brands. This was a great opportunity to establish and rekindle the title of “Industry Leader”. So once the paid campaign was launched, it was meant to work. The lowest cost per lead was achieved by meeting customer’s expectations while taking into account their mindset on the platform. 

Once the test proved to be successful, the same strategy was scaled to other platforms through display banners and direct buys from renowned publishers, leading to A quality leads. The sales team was definitely happy about it, which is not an easy team to please 😉