Content marketing reached the tipping point a few years ago, with more companies starting to appreciate content as a major facet of their marketing strategies and fewer companies choosing to not implement content as a core tactic. This year, content has become the most dynamic and engaging aspect of any marketing campaign.
Companies who (wisely) choose to implement content as a prominent force in driving sales to their brand will find that content is an ever-evolving entity that must be tracked, updated and nurtured for optimal effectiveness. With shifts in technology and the collective consciousness surrounding digital marketing techniques, brands will find the need more than ever to produce quality written content. Keep your audience engaged and connected with your content by being sure to hold the following breakthroughs for content at the top of mind.
1. Detailed Personalization
With the proliferation of accessible content available to viewers with a simple swipe or click of a button on their mobile devices, consumers are getting increasingly talented at weeding out information that does not apply directly to them.
Info overload is a real-life symptom of 24/7 access to digital avenues, and consequently people tend to gravitate naturally toward content that speaks directly to their individual situation, needs or interests. Success in content marketing will bank on having a deep understanding of your customer’s journey, speaking to their purchasing process at every step of the way, and nurturing these relationships in the long-term.
2. Promotion-Driven Content
As we all know, content marketing is a long-term strategy, and there is not much that is going to change that. However, there are certain tools that you can use to help promote all that quality, written content you have painstakingly created. In addition to promoting your content via social media channels such as Google+ and Facebook, social media management tools are a great way to organize your online presence.
Sprinklr, Hootsuite and Traackr are all valuable tools to help you analyze the performance of your posts, enabling you to see what content works best where. Paid promotion tools, also known as native advertising, like Taboola, Gravity and OneSpot, will ensure that your content is advertised across a wide range of websites.
To best utilize these helpful tools, B2B content and marketing teams will need to work on producing content that is 80% educational and value driven content and 20% promotional material. Additionally, quoting influencers within your niche in the body of your content will help to build an audience by funneling their respective following to your brand.
3. Educational Content
As the main purpose of content is to build brand/consumer relationships through a tight-knit web of information and trust, content that identifies a problem or concern and follows through with a solution will always be successful. If your content is top-notch and provides an optimal answer to an ever-present problem, it will be sure to gain a significant amount of organic traffic.
To produce quality content, brands must invest in hiring great writers to produce articles and blog posts. Put the old strategy of utilizing high-traffic keywords on the back burner and opt for targeting long-tail search traffic. With poor-quality content being the majority, producing quality, standout content is your brand’s best shot at rising above and shining as a source of reliable information. Furthermore, avoid dishing out regurgitated content and strive for providing your audience with new and unique information.
4. Getting Mileage Out of Repurposed Content
Reimagining and reusing content is one surefire way to stretch your content marketing budget. Extend your brand and reach the consumer without breaking the bank by reexamining successful content that your brand has already produced, revamping that content and reusing it in a new way, or finding ways to emulate it for future success.
Improve on items from your content library that you have amassed, refining articles so that they appear more readily in Google search results. Spawn ideas off of old content by identifying interesting leads and expanding on ideas to create a foundation of interrelated content.
Audio and video content can also be repurposed and reimagined into written content. Transcribe webinars and podcasts to transform them into blog posts and social media posts for Twitter, Facebook and LinkedIn. These tactics will not only keep your content relevant and current, but they will also inadvertently weave a thread of thematic consistency throughout your materials.
5. Maintaining an Authoritative Voice
Maintaining a thought-leader position within your niche will go a long way, as brands will need to consistently find ways to make themselves be heard above the noise of digital advertising. Anyone who is anyone is producing content nowadays, and knowing whom to trust becomes increasingly difficult with the proliferation of information.
Build a sense of personal authority and platform for trust by providing your industry with reliable, quality information on a consistent basis. Consumers no longer have faith in faceless marketing campaigns. Therefore, your content strategy should include quotes from well-respected authorities within your niche to create trust and behind-the-scenes glimpses of your team. This will give a face to your name. Last but not least, produce quality content to convert leads and bring prospective clients to your brand.
6. Specialist Content Marketing Agencies
While traditional creative or media industries are skilled at driving push-advertising results, they are not as adept at adding value to a campaign through quality storytelling.
Traditional advertising techniques aim to interrupt the flow of everyday life and persuade the consumer to convert to a specific brand, whereas content marketing is at its core about reaching a target audience through pointed and captivating storytelling. Content agencies excel at reaching the consumer on an emotional and intellectual level through targeted quality written content, allowing for an enriching brand/consumer relationship. Content is a long-term strategy for most companies, and quality content marketing agencies will ensure that it is one that provides optimal results.
7. Tailor Content to Fit Specific Platforms
As brands continue to diversify their content strategy, brand managers and COOs (Chief Content Officers) will discover the need to tailor their content to fit the spectrum of powerhouse platforms such as Facebook, Twitter, LinkedIn, Pinterest and Google+. Each social media channel necessitates a different style, format and tone of content, requiring companies to adapt their voice and type of information they present on each platform.
Additionally, the content produced for a blog will differ from that included in an email marketing strategy, which will be different from content featured on Snapchat or Instagram. If you refer back to point four, however, you will see that one piece of content can get a lot of mileage by being reimagined and repurposed for several channels. Each platform will garner unique support from the consumer and will be seen to exact a different effect.
As the tools used to monitor and gauge the effectiveness of content marketing continue to diversify, and as more and more companies choose to implement content strategies in their marketing campaigns, brands will find the need to keep up by continuing to produce quality, reliable content that their audience can trust. Build long-term relationships with your consumers by remaining a trustworthy thought-leader within your niche, maintaining continuity across your marketing platform and implementing promotion tools to drive business to your brand.