There’s always something new happening on the Internet and if you’re not quick enough to react, you’ll be eating someone’s dust for sure. In the business of content marketing, you can’t afford for that to happen.
By this time, you already know the importance of having a content marketing plan in getting your messages across, increasing your bottom line, improving traffic, and generating revenue.
The good news is that we are getting better. A study reported that 62% of B2B marketers and 63% of B2C marketers consider themselves more successful with their content marketing strategies now compared to only 30% from last year.
However, the jump shouldn’t stop there. As you fill your editorial calendars with all the content you want to produce this year, it pays to take a look at content marketing trends that you will need to build on, not just for 2017 but even in the years to come. You need to craft your strategy based on these trends if you want to be able to maximize your digital marketing plan.
Don’t let your efforts go to waste. Maximize your content marketing efforts with these tips.
Increase traffic with video
Facebook’s Mark Zuckerberg said it so himself: “I think video is a megatrend, almost as big as mobile.”
A research by Contently showed that this 2017, 69% of all consumer Internet traffic will be video. By 2020, the figure would have gone up to 82%. Videos are essential to the entire Internet experience. We have gone a long way since Vine, moving to SnapChat, Twitter, and Facebook.
The popularity of Facebook Live enhances the “in the moment” experience. In building a strong content marketing plan, make sure you have some really fascinating and gripping videos to share.
Build trust with UGC
Photo Courtesy of Adweek Infographic
UGC stands for user-generated content, and according to OfferPop, 85% of people trust content made by others more than they trust content from the brand itself.
This means you have to capitalize on involving your followers more. Work for more shares, reviews, and comments. Every customer can be an influencer to a larger audience so you need to build on that. And once you do, you are also able to build trust, which is the prime goal in content marketing.
Promotion in social media
It’s a bit odd to think that we are somehow going back to using advertising to promote content. But there’s a very big difference. With social media paid promotion, you actually get to target your audiences in terms of their age, location, interests, and even search history.
Content marketing tactics of even the most successful brands involve paid promotion and sponsored content on social media. This means you shouldn’t only focus on content creation but actually do content marketing now. The challenge is in producing content that is worth promoting.
Fight fake news
One of the challenges facing content marketers and publishers this year and for the years to come is the influx of fake news. Major social media platforms can’t seem to do anything about it, but as marketers, you can help consumers distinguish fact from fiction.
There are technological solutions you can invest in. You may also strengthen the credibility of your content by citing scientific researches and attributing respected influencers. Back links could also help.
Over time, build a credible reputation by giving out factual and helpful information regularly. Be that guy that people always go to. Live video formats in social media would also aid in showing real information in real time.
Longer, in-depth blogs
You’d think shorter is better in this time of short-attention spans. But blogs show a different story. A study by Orbit Media showed that blog posts are getting longer on the average, from more than 800 words in 2014 to more than a thousand in 2016.
Long-form content is becoming the norm, which means that you would need to invest in more in-depth content that deliver higher value to your consumers. Doing so could also improve your credibility and authority over certain subject matters.
The extra attention to long-form content pays off really well as they tend to generate 9x more leads that short-form blogs. Consumers feel that hard work was invested in the material, building trust and ultimately translating to better sales and revenue.
Strategize your e-mail blasts
E-mails should still form part of your content marketing plan. Even with the popularity of in-app chat and messaging, most people still check their emails.
However, you need to do some updating. First of which is making sure that your e-mail marketing strategy is mobile-friendly. As shown in the Campaign Monitor study, 53% of emails are now opened on mobile devices. Be sure your templates are mobile responsive.
Emails with personalized subject lines are 26% more likely to be opened according to Experian. Personalization makes messages feel more customized and will make your audience feel more special.
Engage with infographics
If there’s one content format whose popularity went through the roof, it is infographics. Unbounce data shows that the demand for infographics has increased by 800% over the past year. Infographics make it easy for readers to consume complex data.
Making it interactive will also engage your followers more. If you have complicated information that you want to put out there, try converting it to an infographic to make it more easily consumable and shareable.
It is clearly an exciting time for content marketers to explore the many possibilities and opportunities in content marketing. When it comes to digital platforms, there are really no hard and fast rules, but it helps to get an overview of the trends and determine how you can tailor-fit your strategies to maximize your entire content marketing plan.