Today’s digital marketing climate is one of constant change—and content marketing is at the forefront. As of 2016, 42 percent of B2C marketers stated an intention to boost their content marketing strategies—followed by 33 percent of nonprofit marketers in their wake.
While modern content is comprised primarily of blogs, tweets and Facebook posts, a sizable chunk still exists in the form of blog posts, articles, and material which targets businesses and consumers alike within a long-term marketing strategy. To engage audiences effectively, however, you’ll need to streamline your strategy from the get-go.
It’s essential to grab your fanbase’s attention immediately, but it’s also important to maximize customer retention while garnering new readers, viewers, and followers. To get the most out of your content marketing strategy in 2019, check out this year’s 10 hottest tips.
Tip One: Long-Form Content
While quite a lot of modern content exists in short-form social media posts, there’s still a place for long-form content. Even better: Long-form content has made major leaps in 2019. Blog posts and articles which span over 2,000 words offer an audience in-depth, well-structured and well-researched content which dives into topics head-first—enhancing a business’s overall value and credibility. Because 2018 experienced a flood of social media posts, short articles and blog articles, 2019’s content rebound strategy—and a successful one—is all about solid, well-researched, information.
As a content marketer, it’s a good idea to ask yourself an important question: How can you help your following in the best possible way? With this mindset, you’ll enhance your business’s fan-base impact while simultaneously increasing its SEO value. Modern search engines have gotten better at understanding a user’s search intention—and, therefore, are likely to rank long-form articles highly. Studies also show that long-form content experiences a higher degree of sharing across social networks.
Tip Two: Podcasts
In 2019, podcast marketing is also becoming popular. Today’s brands not only appeal to more users with audio-based marketing—but they bring their company’s name directly into their user-bases’ consciousness, assuming their target group is advertised too correctly.
While podcasts might take a while to listen to, they’re highly accessible to business audiences who drive, have work lunch breaks, travel to school and spend quality time with their families. They’re not easily consumable, but they’re making a comeback similar to long-form content—and their hype is only increasing. This year, roughly seven out of 10 Americans know what podcasts are, and approximately half of them listen to podcasts. In previous years, this growth was denoted by a 3-4 percent increase in podcast listening, annually. As of last year, this leap has grown to 6 percent.
Tip Three: A Mobile-First Mindset
Mobile marketing is the modern business world’s leading trend. Today, mobile users consume about twice as much content as desktop users do. Within three years, researchers suggest, smartphones may very well replace desktop as a primary Internet access point. A content strategy implemented upon a mobile-first design is a winning one— particularly with video marketing.
Mobile content should, of course, be funny, original, compact and authentic. Because users are viewing smaller displays, digestibility matters. If your business can conceive of a short-form content strategy formatted for mobile—and if they can connect this angle to a cross-platform content marketing strategy, overall, you’ll reach your audience at unprecedented rates.
Tip Four: Well-Placed Micro Content
While long-form content should constitute your strategy’s centerfold, there’s still a valuable spot for ‘micro-moments,’ or short-cut content which provided customers with immediate information offers and purchase opportunities. Beyond the smartphone, short-form content informs customers quickly about potential decisions. For marketers, these instances offer an invitation for engagement—especially on social media.
Microcontent is the driving force of pull marketing tactics—which bring desktop-bound users into the mobile-first mindset, and which bring mobile-first mindset users into a physical store location. As customers search for offers, they’ll likely gravitate towards the most relevant, easy-access offer. Whoever offers the first click opportunity, therefore, will likely receive it. To kick off a solid micro content strategy, check out Google’s quick-tip guide to short-form content customer engagement.
Tip Five: Creativity
In the past, content quantity had a slight advantage over content quality—wherein companies which posted religiously, sometimes at the cost of valuable, insightful content, would pull ahead of a more original opposition. In 2019, however, things have changed. Modern content marketing relies on fresh mindsets, sharp analytical outlooks, and fluid problem-solving skills. It also relies on expanding upon experimental ideas—offering fresh perspectives within a content-flooded field grounded in idea repetition.
Current trends are a great place to search for content marketing idea fuel. Browse Facebook, Instagram, Twitter and across current startup companies to get a handle on today’s insightful approaches to consumers—but take care in offering perspectives which might not have been presented before.
Tip Six: Social Media
Companies which utilize social media as part of their engagement, sharing and promotion platform experienced improved retention, ROI and higher website traffic—as well as a higher degree of brand awareness. This said social media marketing won’t work unless your company offers content worth sharing.
Your social media strategy should have three major qualities:
If your social media content doesn’t have these qualities, it won’t display value to your consumers. Not only will you fail to garner cross-platform reads—but your users likely won’t share the content for fear of risking their online reputation.
Your social media content strategy should consist of multiple content types: blog posts, videos, photography, how-to guides, podcasts, and infographics are all great options—and each complements the other when consistency and originality are upheld. We’re moving away from SEO-powered, keyword-stuffed filler content—and we’re moving towards insightful content which not only promotes original ideas but diverse forms of engagement.
Tip Seven: Video Content
Exhilarating video content is a leading resource for many modern marketers. If you can enhance your Facebook marketing platform with YouTube videos, definitely do so. Likewise: If you can offer real-time footage which offers exciting, unique or otherwise informative content to users—you’ll have, in your hands, a winning strategy.
Today, GoPro is YouTube’s fifth-biggest brand—while only two percent of YouTube’s 5,000 channels are powered by brands. With 1.7 million subscribers, GoPro maintains its audience by connecting with brands and offering cross-channel marketing strategies while existing as a consistent platform for engagement. If you’re new to video marketing, or if you simply want to inject a little curiosity and excitement into your Facebook content strategy, consider making GoPro-based video marketing a cornerstone of your overall plan.
Tip Eight: Cross-Company Marketing
While content marketing used to fall into the responsibility realm of marketers, alone, today’s leading brands are achieving success with strategies that transcend typical business management approaches. Creating content shouldn’t be a marketer-only approach. Rather, it should exist as responsibility for employees, CEOs and interns alike.
So, here’s the real question: Why should content marketing be a split responsibility? The answer is two-fold. Firstly, every person within a company interacts with customers in a different way—therefore offering unique, and valuable, perspectives on a brand’s target audience. Secondly, this diversity gives a company’s marketing team a new role as content moderators; they can manage content input, edit and promote with focused energy while examining the multiple perspectives which can drive a business’s overall engagement.
Between B2B approaches, B2C social media approaches, long-form content and visual media marketing, there’s a lot of available content marketing approaches out there. To maximize both your company’s spread and impact alike, keep your strategy’s content sources inclusive within your business.
Tip Nine: Connect with Other Companies
Once you’ve prioritized an internal content marketing strategy powered by diversity and multiple influences, it’s a good idea to branch out in a similar way. Today’s leading companies are connecting with providers like Spotify and Uber—both of which, of course, offer mobile-first access points to a wide array of consumers.
While Spotify and Uber might be more suitable for an advertising strategy, they’re incredibly good marketing resource points for promoting your brand’s podcast, online portal or Facebook platform. Because both engage massive audiences, both are incredibly powerful door-openers to the content marketing funnel—a funnel which you can narrow down, into select target markets, as your strategy develops.
Tip Ten: Blogging
Every business should promote itself via a blog. If you can put together a hardworking team of writers, editors and researchers, you’ll be able to craft a blog which not only offers exciting content—but useful facts and insights about your brand. The investment in a powerful blog team assures ROI, and even smaller blogs can boost a business’s SEO presence via Google’s powerful analytics.
At the end of the day, your content strategy should prioritize two things: company perception and brand awareness. If you can nail down these two qualities, a blog alone can direct a sizeable percent of your readers to your business’s product pages.
Take charge with your content marketing strategy, and value consistency of content above all else. While quality should be prioritized over quantity, a constant content stream can assure maximum brand visibility.