5 Content Marketing Strategies
Content marketing strategies are constantly evolving to fit new technology and new means of dissemination. As the previous year has shown, content is still king for marketing campaigns.
Content has become increasingly more complex and competitive with the rise of machine learning technology in search engine algorithms and a mobile-first world.
Content marketing strategies have increasingly ventured toward new mediums of communication, such as video live streams and virtual reality.
In the technological renaissance we are embarking on, traditional blogs will still play a major role in many content marketing campaigns. Yet, content marketing is no longer focused around writing content to fit a specific keyword, but is now incorporating storytelling and traditional elements of writing that entice readers and generate leads for products.
Following are five content marketing insights into new ways of creating audience reach and even revamping old ways of content production that will dominate 2017.
1. Content Marketing Strategies: Content marketing is being used in place of traditional advertising
Content marketing is more cost effective than traditional advertising. Currently, most businesses spend more on content marketing than on paid advertising. Some experts predict if this trend continues, most publications will choose to monetize content marketing altogether to phase out traditional advertising campaigns. This trend can be attributed to the rapid rise of content promotion we saw in 2016. Assigning a dollar value to content promotion campaigns is becoming easier, and content promotion has been found to generate massive leads for companies comparable to traditional advertisements.
First, we have to understand that content production simply doesn’t cut it for most niche businesses. While content relevance is one of Google’s number one ranking factors, in terms of generating audience outreach, businesses have turned to many content promotion companies to accomplish this, such as Outbrain and Taboola. If your business is small or doesn’t have an established brand, it’s becoming increasingly difficult to reach new prospective buyers from just simply hosting a website blog.
Second, traditional advertising, such as push ads, is becoming a thing of the past. Web-based advertisements are evolving from traditional banner and pop-up ads and being replaced by mainly native ads. With the rise of ad blocking technology and a general user distaste of push advertisements, many businesses are using promoted content in place of traditional product ads to evolve to user behavior and still gather the same reach that paid ads can obtain. Promoted content is also becoming one of the most effective means for businesses to advertise and reach an audience over social media.
2. Content Marketing Strategies: Brands are using influencers to create massive reach
User-generated content is one of the most trusted forms of content on the web. In fact, one study found that 85% of users trusted user-generated content over branded content. User-0generated content can come in the form of a comment, social share, or even a user uploaded video to your website. This is where influencers come into play. Influencers are users who create content, such as writing a content or tweeting about your product that influences other users.
Major brands are using influencers to create massive outreach and many are partnering with influencers directly, such as YouTube celebrities and blog post owners to market to their audiences. CNN outright bought Casey Neistat’s social media app Beme for $25 million and asked him to create a new one.
As Facebook and many social media sites are growing into a pay to play marketing scheme, major brands are taking advantage of user generated content campaigns to create organic outreach for their business. By encouraging users to follow a hashtag campaign or upload a picture of them with one your products you can market your brand to a large audience through micro-influencers without having to spend any money. 2016 saw many major brands partnering with influencers to market their content. In 2017, we will see many major brands buy these influencers and their channels or websites outright. Promoting user-generated content campaigns can help your business compete in 2017.
3. Content Marketing Strategies: Live stream and Video are becoming the norm
Facebook, YouTube Live, Snapchat, and Instagram all have live stream integration features which are being used by brands to showcase new product reveals and behind the scenes looks.
Live stream video has been shown to generate as much as 5x greater reach than traditional video alone. Live stream will continue to grow in popularity and is one of the most effective ways to showcase brand authority and direct consumer engagement.
The beauty of live stream is that most social media sites, such as Instagram and Facebook, reserve an entire section of their platform just for live stream videos, host live comments, and notify subscribers every time you live stream.
Businesses realize that video has an incredibly high ROI in terms of content marketing and can generate massive leads and audience outreach. Video live stream and video content can both increase your website dwell time, is more easily shared, and generates higher conversions than traditional print-based content marketing. 2016 marked the rise of video content as one of the key content marketing mechanisms for B2B sales. Investments into video marketing probably marked the sharpest rise within the content marketing sphere and expect video marketing to become the norm for many major brands in 2017.
4. Content Marketing Strategies: Businesses are dedicating more resources to email marketing campaigns
While the media was busy telling us that email was dead, 2016 actually saw the resurrection of email subscription campaigns by many major brands. A CMI study found that email was rated as the most critical metric for measuring B2B content marketing success. Many major brands from Buzzfeed to the New York Times have been investing large sums of money into their newsletter campaigns. Email is second to search as the most effective mean for generating web based conversions for your website.
If your business does not host its own e-newsletter campaign than it might be time to open one up. There exist many businesses out there dedicated to email marketing campaigns and beginning one will almost certainly increase your ROI in the long run.
Email marketing is effective because it allows for direct consumer contact, which is becoming increasingly harder with the rise of social media channels as a medium for content marketing. Advertising your latest blog post or publication in an e-newsletter is an effective way to promote content directly to consumers who are already interested in your brand. Email marketing campaigns are especially important in content marketing because they can increase the amount of return visitors to your website and your sales–most of your sales will come from a very small portion of your targeted audience (the Pareto Principle).
5. Content Marketing Strategies: Interactive content has a higher demand than ever before
The demand for interactive content is rising and there’s a reason for it. Interactive content can elicit immense emotional responses from users interacting with the brands they are familiar with and adore so much. Interactive content can come in many forms from branded quizzes to games which users can “interact” with. Interactive content is engaging, educational, and purposeful. Interactive content can generate leads for prospective users, increase user dwell time, and even generate massive conversions.
According to a CMI survey, the number-one reason marketers utilized interactive content was to educate users. They also stated that quizzes and games were their number one preferred form of interactive content. There are many software companies which exist to help build interactive content platforms for their websites both for user and business use. Interactive content can also be helpful for businesses struggling to build out the technical components of their own website or can help in almost any web based problem where interactive content exists to combat it. By investing in interactive content businesses can harvest a unique content marketing tool that both increases user experience and brand authority.
In conclusion, 2017 will be a year of massive technological expansion into content production. As search engines adapt to machine learning, they are becoming more capable of crawling and ranking visual content. Watch as content marketing begins to take on the bulk of digital marketing budgets and content promotion is more heavily invested into. As most content begins to be produced for a mobile-first world, many businesses will begin to utilize different mediums, such as video and interactive content quizzes to keep users engaged with their brand.