Content marketing is a value-added content creation strategy to spread the experience across all communication channels (websites, newsletters, social networks, prospect emails, etc.).
Today, this strategy is very effective, especially from B to B, allowing you to fully adapt to customer behavior changes and create a strong and differentiated brand image.
According to Orange Label Advertising, content marketing strategies are time-consuming and involve all business functions. You will be working in many areas of digital marketing. If you don’t want to get lost, it’s important to set clear goals.
As a first step, we recommend that you establish three key performance indicators. Why three? In the digital world, you can have hundreds of indicators, and depending on the maturity of your strategy, they may not always be relevant. In this regard, wordpens.com can surely help you with their perfect content marketing ideas.
This is important because the content strategy is a medium-term project and can be discouraging if there are no indicators to follow. To help you, we show at the end of the article a screenshot that supports accurate statistics obtained after 30 articles in 7 months.
- This could be, for example, white papers, reports, case studies, infographics, blog posts, how-to guides, or branded content creation. This is a chart showing the different formats that content marketing can take.
- Content marketing has a different editing approach than traditional advertising. These are brand communications for editorial purposes, not advertising messages.
- An approach that has evolved with the rise of the web and social media, where brands can become their own media.
Content marketing is constantly changing. Especially in an era where all marketing is digital, it’s something you set and don’t forget.
Trend No. # 1: Personalized content
Smarter customers need more sophisticated communication methods. It’s a way to talk to that person at the individual level. It’s important because expectations change, and it’s important to relate to what the buyer wants to know.
The data confirms this. A demanded study found that using personalized lead nutrition for brands increased sales opportunities by 20%.
Trend No. # 2: Brands focus on content
Content is probably saturated in any industry. This means that most companies in the industry are posting similar content. It will be more difficult to raise the organic ranking of a particular keyword.
Trend No. # 3: Voice Search Evolves the Sound of Content Marketing
Screenless searches are what millions of people do every day. They ask the digital assistant without looking at their smartphone or PC. Voice search is growing, accounting for at least 20% of all searches.
This changes the content, as our way of speaking does not always match our way of writing. It would be best if you spent some time adjusting your content for a natural language search.
Trend No. 4: Content should be concise, not TL. DR
While world attention continues to decline, the average number of words in blog posts is increasing. Long content works organically, but will users continue to read it even if the page is ranked on the first page of a search engine? This content is important, but you can’t expect long content.
It’s the right size for each buyer, especially those who connect with your brand on social media.
Trend No. # 5: Diverse content attracts new viewers
If you post only one type of content, users will get bored. This is no longer how things work. Instead, you’re expected to use different media types on your site, including infographics, galleries, videos, and podcasts.
Trend # 6: UGC keeps shaking
User Generated Content is a staple of e-commerce content marketing. Impressive statistics are Eighty-five percent trust content created by other users. There are many, and you want to take advantage of them. How do you do that? Allow users to create their own content and share it on the site.