Content Marketing Strategies for Your Business
Content marketing is set to become a $313 billion industry by 2019. While content marketing is no longer an afterthought, the field is constantly changing and developing, making it necessary to stay up to date with the latest trends. Presently, three trends dominate content marketing—mobile, visual content and social media so these should be a fundamental part of your strategy. Here are some essential tips to help you get the most from your content marketing efforts:
Engage the mobile consumer
When it comes to mobile, it is no longer about whether it is necessary; it is now a question of using available data to understand consumer usage trends and preferences. Today over 80 percent of internet users own a mobile device and they are increasingly using these devices to find out about brands, to engage with brands and to make purchases. Look at all your online properties including your website, landing pages, blog posts, white papers etc. to see whether they are seamlessly accessible from a mobile device.
Adopt a customer-centric approach
To see any results from your content marketing efforts, it is important to build a strategy around distinct personas. Take into consideration who is consuming your content, what their needs are, where they are hanging out online, their consumption behaviors and more. In spite of all the new technology and shiny new tools, content marketing is always about your audience and what they expect. Therefore, developing buyer personas should be a top priority for your content marketing strategy.
Diversify your content
At a time of massive competition for consumers’ attention, it is important to think differently about the content you create and how you deliver it. Visual content is a mega-trend and it is here to stay if the user growth of visual-based platforms such as Instagram, Snapchat, Pinterest and others is anything to go by. According to a report from Cisco, up to four fifths of global internet traffic will originate from online video. Visual content is no longer just a B2C investment; B2B marketers would be able to see significant returns from developing meaningful images, videos, infographics and other such content. A key feature of your content should be original data and research to engage your audience with fresh and unique information.
Dynamically integrate social media
Up to 90% of marketers say social media is an important part of their content marketing efforts with Facebook being the most vital social network followed by LinkedIn. The massive popularity of visual social networks including Instagram, YouTube and Snapchat also attests to the fact that social media has become a big part of any successful content marketing strategy. However, no matter how good your content is, if it is not promoted on social media, you will not get any significant results. So you want to spend more resources and efforts on distributing content to get it in front of your audience by focusing on both paid and earned media.
Content marketing is undoubtedly a vital element of any business today. As the internet evolves, consumer behavior changes and new tools emerge. Content marketing will continue to grow, requiring marketers to keep up with this growth to remain competitive and to meet the needs of the increasingly discriminative consumer.
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