“Content marketing has become an almost universal tactic,” says reporter Anthony Carranza. Here’s the latest update on the most effective practices and most useful programs.
In today’s fast-paced digital world, content marketing is the heart of marketing. When it comes to building brand awareness, connecting with your target audience, building trust and showcasing your authority, there’s no pursuit more powerful. In fact, content marketing has become an almost universal tactic with around 90 percent of companies harnessing its power in 2016, and even more planning to up their efforts in 2017.
But before we delve any deeper, let’s explore a bit.
What is content marketing?
Content marketing covers a broad spectrum. It’s a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined target audience. Ultimately, enhance awareness, encourage loyalty and increase profitability.
Gone are the years where you can use cheap black hat SEO tactics like keyword stuffing to boost your Google search rankings. In the modern world, highly shareable, entertaining and authoritative content is the key to success.
Content marketing trends to look out for in 2017
With digital technologies constantly evolving, there have never been more opportunities for brands and businesses to branch out to new prospects with innovative and inspirational niche content. Here are the trends you should look out for and use to your advantage this year, and beyond.
- Mobile content: By 2020, smartphones will make up 50 percent of all global devices. By 2018, more than 75 percent of Facebook users will access the platform from a mobile device. Delivering quality mobile optimized content to your customers will ensure long term success this year and in the more distant future.
- Native advertising: As consumers become immune to traditional banner ads, businesses will need to humanize their content marketing efforts and appeal to their customers. According to a study from Audience Network, native advertising will dominate mobile by 2020, making it an essential traffic boosting pursuit today, tomorrow and beyond. Precisely 70 percent of consumers like to learn about products through content – that’s a number you can’t afford to ignore.
- Influencer marketing: 84 percent of digital consumers say that they trust online reviews just as much as personal recommendations. By getting an influential person, local personality or celebrity to back your brand you stand a greater chance of connecting with today’s millennial consumers, forging connections, building trust and as a result increasing conversions.
- Marketing automation: Marketing automation is the notion of automating certain actions and tasks to save time and improve the efficiency of your overall content marketing efforts. According to research, companies that use marketing automation to nurture leads enjoy as much as a 451 percent increase in qualified leads. With so many platforms to use social media and email marketing to video and interactive content, the ability to automate your efforts is essential.
Marketing/Business Development expert and MediaMark Spotlight CEO Gina Ferraro sums it up: “Content is why people search to begin with. That’s why Google is now every company’s corporate home page. Our content talks with people, not at them. We’ve found that useful, inspired content builds relationships, relationships build trust, and trust drives revenues. “