How Content Marketing is Changing

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.

Transparency

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.

Original Research

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!

Content Marketing Changes (1)

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Why Content Marketing is Still Important

I have heard over and over that content marketing is dead. It seems some businesses have the latest and greatest thing that makes content marketing obsolete but nobody remembered to tell content marketing that. In 2018 content marketing is coming on even stronger with more businesses making it a part of their marketing strategy and I suggest you join them. There are few marketing platforms where you can get so much mileage out of your time and money. One long-form blog post can provide content for a week including smaller blog posts, videos, infographics and social media posts. It’s also still very effective. Content Marketing Institute found that 77% of businesses who engage in content marketing find it at least moderately successful and 91% plan to start or continue. The keys are to have a strong voice and give valuable information as part of your strategy. Here is a quick infographic to explain more.

Content Marketing Basics

Still Hot: Content Marketing

Content marketing is still a hot trend even in 2017. Why? For starters, content marketing leaders experience 7.8 times more site traffic than non-leaders. It drives engagement, traffic, brand awareness and sets you up as an industry expert. What’s not to like? Oh, yeah, the massive amounts of information required to maintain a Content Marketing Campaign. Of course, once you know all the tricks it really isn’t that hard. Talk to your coach and see if they can set you up on a Content Marketing program to ease your mind.

“Content-based marketing gets repeated in social media and increases word-of-mouth mentions; it_s the best way to gather buzz about a product.” – Marsha Collier (@Marshacollier)

A Bloggers Monthly Checklist

The last in the series guiding you through the daily, weekly and monthly life of a blogger. There is more to it but these three guides should give you a good start and serve to steer you in the right direction. Whether you blog as part of a Content Marketing plan, part of an affiliate program, to earn extra income or just because you like it, make sure you have some fun while you plug away at that keyboard.

A Blogger'sMonthly Schedule