If you are looking for information on content marketing strategy, then you are at the right place.
Content marketing is an integral part of digital marketing strategy. In 2016, we saw extensive adoption of content based promotion across all industries. In 2017, the practice will continue to thrive even more; especially in low to small and medium scale businesses.
Content marketing offers better engagement, better conversion, and usually costs less than other forms of marketing. Besides, with constantly increasing number of ad-blocker software users across the globe, content marketing becomes the only way to get a message through with assurance. So, this year too, brands will need to focus more on content marketing.
Following 5 trends will help you reap the maximum benefits out of your content marketing strategy in 2017.
The number of online users is increasing constantly, so does the content consumption. This has made businesses think that producing more content is the right way to get into limelight through content marketing. In fact, 70% of B2B marketers plan to create more content in 2017 compared to last year. However, that’s only the half solution.
Over the years, Google search algorithms have gotten better in deciding the relevancy of content. And now search bots are smarter than ever in detecting whether a piece of content is user-friendly or not. Also, relevancy is the prime factor that triggers engagement, which is one of the main reasons why content marketing is done in the first place.
A post shared by Greatlist on healthy protein snacks received about 90K shares on Facebook & over 2 million Pinterest shares; all because it was of some value to the target readers. And because of its relevance, now it also appears on the top of search results when you search for ‘protein snack’, ‘healthy protein snack’, and other related terms.
So, when you put efforts in creating more content this year, make it relevant at any cost despite the huge volumes that you plan to produce.
Companies have always relied on influencing individuals to increase their brand awareness (hint: celebrity endorsement). However, with the rise of social media in recent years and increasing number of influencing individuals on these platforms, today, influence marketing has grabbed the top position in the checklist of marketers.
According to MuseFind, 92% customers trust influencers more than advertisements & celebrity endorsements.
Consequently, at present, influencer marketing is going through a great upsurge, wherein brands are approaching experts to endorse/review/promote their product on their blog, social media accounts, and other online channels.
In recent time, there have been many campaigns that prove how beneficial influencer marketing can be for a brand; however, the lesson 2016 has taught us is that influencer marketing revolves around trust, and bigger following doesn’t always bring the better results.
As a result, brands are focusing more on the authenticity of the social influencers, rather than number of followers. According to a New York based fashion store Gigi New York, working with micro-influencers (with small but authentic following) brought them better engagement than working with popular social influencers.
So, paying heed on micro-influencers will be critical when you formulate an influencer marketing campaign in coming time.
Today, most companies are using analytics for customer segmentation in order to target specific customer groups in a better way. How CCD engaged football lovers in 2014 is a great example of devising a content marketing campaign around certain audience.
Viewing the success of CCD’s and several such campaigns in recent past, it goes without saying that your content marketing strategy should be formulated around specific target groups in 2017 too.