The communication process known as content marketing is the basis of any good web marketing strategy and has seen its importance grow over the years.
Within each marketing area, there are, depending on the timeframe, methods that function more or less efficiently. Following market trends is now essential to give your website visibility in the dense jungle of Google search results.
In order to ensure the effectiveness of your editorial and marketing strategy, we’ve come up with a short summary of practices that work in the beginning of 2017. These dynamic and effective practices will certainly boost your popularity!
Content marketing is now mainly visual
By 2019, videos will account for 85% of US web traffic (source: Cisco, 2016). It doesn’t take much more to convince us that the future of content marketing lies in visual media!
Have you noticed that nowadays, the most “buzzworthy” parts of the web are mostly composed of videos, gifs and other varied images? Internet users are now looking for content with easy access and entertainment value: an artistic infographic or a short video will therefore be more successful than a long explanatory text.
The apogee of smart portable technologies means that the Internet is now consumed in the same way as a packet of crackers: in small doses, but repeatedly, without much attention paid to when we started or when to stop. It is therefore essential to adapt: to offer digestible content, where the essential information is quickly highlighted in an entertaining way. Moreover, images and video content can easily be shared on social networks, something that would be foolish to ignore.
Content marketing is helped by influencers
Far from the star power derived from music or cinema, the web has given way to a new era of glory: that of web influencers, full-blown celebrities of our time.
The more young and dynamic your company image is, the easier it becomes to find an influencer who can create a link between your brand and your consumer base. Their content is generally very social and is therefore in line with the strategies of our decade. The use of influencers is flexible and adaptable to any content strategy, whatever it may be. Beware, however, influencer reputation remains fragile and a bad publicity stunt could damage your brand image and reputation. That’s why it’s important to carefully choose your business partners!
Content marketing … Generated by customers!
Some promotions are done without even having to lift a finger. Indeed, sometimes, the customers take care of everything for you … or almost!
With the help of effective communication, strategies such as launching a special hashtag on Instagram or organizing a design contest for your brand’s next product packaging can be tremendously effective. Through this type of content marketing, your brand creates the image of a dynamic and cheerful community and many links to your business’s social pages are generated without you having to work for them. The only drawback of this type of strategy is that it is necessary to have a solid subscriber base on social media. Otherwise, you will see a decline!
Giant Starbucks and its #RedCupContest: huge visibility this winter thanks to effective marketing
“Storytelling” and credibility support
Over time, brands have become sources of information in their own right. Why not make this renewed credibility work in your favor?
It is entirely possible to support your credibility and expertise alone thanks to your content marketing. Position yourself as an educator to your customers and offer them informative content about your sector, while discreetly suggesting your services as solutions. Solutions can be numerous: short film, fiction, documentary, point of sale awareness etc. Some brands, like Ikea, even offer awareness and fundraising activities that are not directly related to their line of work: the theme here being the war in Syria. This approach is nevertheless effective, giving the company an empathetic and caring image.
Personalized content marketing
Presently, more and more consumers are looking for an experience and a personalized follow-up. The feeling of belonging to a group is no longer enough: it is now linked to a need for recognition as an individual.
Many brands have therefore started offering personalized content marketing. It’s a simple principle: analyze the type of content usually favored by the user to suggest something similar to them on their next visit. The client will have the feeling of being understood and heard while benefitting from a privileged relationship with your company. Add to that a personalization of the physical and electronic messaging, tailor-made according to the purchasing habits of each individual, and you’ve got an impeccable strategy.
The rise of niche content
Who said that selective segmentation still carries a risk? This is no longer the case in 2017, far from it: niche content is currently experiencing happy times and shows no signs of slowing down.
The amount of information available online is continuously increasing, making it hard to find your place among crowded competition on the web. The value of SEO therefore falls to companies that know how to best identify specific demands from their clients. This ability allows them to specialize and adapt their content marketing so that it accurately responds to the questions of the consumers. Don’t worry: there is no need to run a niche business to offer niche content. How is this possible? We’ll explain! If you are the head of a masonry company in Montreal and the keywords “masonry Montreal” don’t bring you satisfactory traffic, why not offer specific content on the repair of foundation cracks due to frost? Indeed, it’s as simple as that!
The positioning of a company on a very specific search term. Here “crack repair” is saturated with research results, so the company stands out by positioning on a more specific term.
Content Marketing and promotion
Ad-blockers might suggest the death of promotion, but this is not the case: thanks to an outburst of creativity and good content marketing, it has overcome this obstacle.
The odds are in favor of some advertising platforms, such as Facebook Ads, for their ultra customizable audience. However, it is no longer sufficient to have an effective platform for the dissemination of content: it is now necessary to look closely at the content of the ad itself to make it stand out. Interactive content is in fashion, but it is still possible to make an impression with a more “classic” format. There’s only one rule: let your imagination and your creativity run wild!
Now that you know the trends of the year, don’t hesitate to start adapting your content strategy! It is important to always keep up with the strategies of the moment to avoid being outpaced by competitors. If you would like the support of an expert to develop your web marketing strategy, don’t hesitate to contact us: we will be happy to answer your request as soon as possible!