Content Marketing has been around a long time, at least 280 years when Ben Franklin published Poor Richard’s Almanack to promote his printing business. It makes sense that it shifts over time and with changing economics. Let’s take a look at the new trends and what they mean for your Content Marketing Campaign.
Not Just Words
Not everyone wants their content delivered by a blog post. An increasingly diversified audience means an increasingly diversified delivery. Don’t abandon your blog as it is still the core of your campaign but you need to diversify. One solidly written blog post can produce a lot of other content. For example, infographics, videos, podcasts, quote blocks, tweets, and graphics can all come from the content you have already written. Don’t send it all out at once but dole it out as your content schedule dictates. Use complimentary topics from past blogs to fill out your content offerings. You need to find what your audience wants and deliver it.
Mobile is King
Every piece of content you produce needs to be mobile capable and hopefully specifically formatted for mobile viewing. I have talked about this before, that there is a great shift in viewing habits so you are losing viewers if your content isn’t mobile capable. Smaller picture size, mobile video, and mobile-friendly websites should be in your mind as you prepare your content. This is where trends are taking us, mobile is king.
Giving to charities and environmental causes is no longer an effective way to demonstrate corporate stewardship. Consumers now see it as a desperate plea for attention and not a demonstration of corporate values. Use video and social media posts to show them the inside of your company and the culture. This makes the donations and dedication to a cause genuine and not just a ploy. You can’t fake sincerity, it has to be real.
Live Video Takes Off
A study conducted by Livestream found that 80% of respondents said they would rather tune into a live video than read a blog post and 82% were more interested in watching live video from a brand than reading social media posts. It’s gaining traction and those who aren’t prepared to go live could be left behind. Live video shows off your brand and your company personality. It’s authentic and real which is what consumers are looking for.
A study by SmartBrief found that 74% of B2B buyers consider original research to be influential in the buying process yet only 34% of marketers are using it. Use your own research to answer questions your audience has with research no one else does. As business owners, every day is market research if we just collect the data and analyze it. Keep track of your metrics. Think of things your customers may want to know and use that for a research study. Create a Whitepaper with your findings to help drive traffic to your products.
Quantity Over Quality
It sounds counter-intuitive but CMI found 75% of the most successful B2B marketers always or frequently deliver content consistently compared to 59% of the overall sample. This means you should post frequently for your clients without worrying if you got it perfect. A good post today is worth more than a perfect post tomorrow. Your customers will decide what is good and what wasn’t. Don’t produce total junk, but don’t worry so much about perfection, just post!