Content Marketing News & Strategies

It's not too early to start thinking about content marketing trends for 2019. Forbes has a list of trends to watch for in the new year. The first is that content marketing is taking over the marketing field. Instead of something to do in addition to traditional marketing, it's absolutely becoming the main focus. As more businesses begin to focus their efforts on content marketing, there will be a stronger need for a solid strategy to set your business apart. Forbes also said customer success will be incredibly important because, "Now, companies need customers to get maximum value from their purchases to encourage word-of-mouth marketing and develop stronger relationships." 

Edgy Labs created a list of ten metrics to know when analyzing content marketing. They said, "One of the most significant content marketing metrics that you should consider if you want to keep track of your efforts is demographics. Keep in mind that knowing who your target audience is is a crucial part of your marketing strategy." Other important metrics included bounce rate, unique visitors, and page views per visitor. Social metrics are also important in content marketing. Finally, look at leads generated because that is the end goal of marketing through content creation.

This article has some great information about organizing your website and being very intentional with your content. Is has examples of structure and site organization. They said, "Too many people fall into the trap of churning out blog content for the sake of it, without much thought and research, or without delivering on that research once it's been done." That's where search engine optimization comes in. Once the content has been written and is posting, it isn't done working for you! It can be refined and adjusted until it is reaching the right audience.

What is your goal for your business? Where do you want to go? HRD said, "According to the Smart Insights Managing Digital Marketing Report in 2017, 49 percent of businesses are doing digital marketing but without a solid strategy in place, while only 34 percent say their digital marketing strategy is integrated into their marketing strategy." Your brand's presence online should be fully representative of the brand you want to portray. Show off the best version of your company and watch your brand authority begin to grow. It's best to market with a clear message, digital or otherwise. 

What is content marketing? It's all around you. That great article you read about your industry the other day? That's right, it was most likely content marketing. The Content Marketing Institute defines it as, "Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience - and, ultimately, to drive profitable customer action." Content marketing relates to blogging, social media marketing, SEO, and so much more. When businesses are sharing content, they are creating leads, building their authority, and contributing to their SEO rankings.

If you are looking to reach a larger audience, written content can help you accomplish that. We have all zoned out while watching a video and absorbed only some of the information, but reading required focus and results in a higher retention rate. Customer Think said, "Most goal-oriented buyers prefer text-based content because it is more suitable than video content for addressing complex topics and communicating detailed or technical information." So, whether you are B2B or B2C, if you want to reach customers or clients that are ready to take action, written content is the way to go!

If you want to learn more about content optimization, this article from Content Standard is a great resource. They said, "Fresh content is always important. However, there is a way to also integrate updating past content, especially when you’ve developed a robust content library through ongoing content marketing." They are right - while it is absolutely important to stay fresh and current with the latest news and topics, there is no reason why content you have already created can't keep working for you! Creating a strategy and a timeline is a the best way to go.