Content marketing is quickly becoming a game-changer in the field of marketing.
Since the rise of digital, social, and mobile, various businesses and brands have attempted to get closer and be more human with their customers. This fosters loyalty and trust, ensuring the growth of their business.
In addition, content marketing establishes your brand as an authority. Delivering content that is both timely and helpful for the niche it is aimed at builds your brand as one that genuinely knows its customers and the problems they face, and understands how to help them overcome these obstacles.
Being an authority builds trust – something that customers rely on when making purchasing decisions.
Great content is also beneficial for your SEO. Blogs with quality content and are greatly connected to your brand have positive effects.
Googles’ updates in recent years take into consideration the quality of content that websites put out, and they reward quality and punish ones with over-optimized or “spammy” content with too many keywords that add no real value to the content. The better Google rates your content, the stronger the chance you land on a higher position on search engine results pages (SERPs).
Lastly, quality content adds value to your audience. This is an important factor to keep customers coming back to your website and to your brand.
Quality content gives customers a worthwhile experience and makes them more likely to engage with you. Engagement ranks especially important to brands that are looking to increase their relations with customers and is a great indicator of customer loyalty and trust.
However, many still carry misconceptions about content marketing, believing that it’s enough to post in their social media feeds and let the rest flow from there.
The Content Marketing Institute defines content marketing as a “strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience – and ultimately, to drive profitable customer action.”
This means that effective strategies must be implemented to maximize efforts for the business.
To start, you must fully understand the goals of your content marketing strategy and a clearly defined audience identity that goes beyond simple demographics.
You must be specific about what you want to accomplish as this will help you target and focus on execution instead of wasting effort and budget on other executions that may not work with your audience.
You should also know your audience on a deep level. Demographics are great, but they aren’t nearly enough. Identify their wants, needs, interests, questions, and concerns. From there, figure out how your product or service can fit into their lives and what expertise can be of use to them. This will enable you to create content that informs, entertains, and engages them effectively and meaningfully.
Content marketing strategy doesn’t involve only these factors. The success or failure of a content marketing strategy also depends on anticipating and adapting to changing trends in the content marketing sphere. These dictate the most likely methods or aspects that will be seen in the landscape of content marketing. Having a strong grasp of them early on lets you adapt to the changes beforehand, setting you up for success earlier than your competition.
With that in mind, here are the top content marketing trends to watch out for in 2017, as presented in an infographic by CJG Digital Marketing:
Embedded from CJG Digital Marketing
For more on content marketing strategies, see Not Good At Content Marketing? Try Simplifying Your Strategy.