As technology advances, every aspect of your business will have to adjust to remain relevant. One very important component of your business is your marketing strategies. To fully optimize them, it’s essential that you understand the new strategies that are now being implemented. With this, if you wish to market your brand online—this is essential these days—then, maybe, you’ve heard of content marketing. Content marketing is a way to educate your audience and generate leads.
However, in discussing content marketing, it’s worth noting that this can’t be confused with digital marketing. While content marketing can fall under the umbrella of digital marketing, its objectives and purposes are different, wherein content marketing is for brand awareness. Meanwhile, digital marketing’s purpose is to generate conversions. Furthermore, content marketing is focused on creating blog posts, photos, and videos, while digital marketing focuses on SEO and digital ads.
Marketing is no longer isolated from simply selling the brand through ads as businesses must now also provide value to their consumers by disseminating relevant information. This information is delivered through content, with a call-to-action embedded within it. In addition to developing brand awareness, by utilizing content marketing, you’ll also be able to build a relationship and loyalty with your customers.
With that said, if you’re just learning about content marketing right now or hoping to improve your content management strategy, here are nine tips specifically relevant for 2022:
Use Other Media Formats
When someone mentions content, what’s the first thing that comes to mind? Perhaps, it’s a blog, or, maybe, videos you post on YouTube. However, for a fully optimized strategy, specifically in content marketing, it’s essential that you use as many resources as you can. With regard to content, this means making videos, photographs, blog posts, and even podcasts for your brand.
In doing so, you’ll be able to fully engage with your audience and cater to everyone’s preference. After all, people have different preferences when it comes to media formats. For example, those who are often on the go may prefer podcasts that they can listen to while driving from place to place. While a younger audience may be better found on YouTube, Instagram, and TikTok, which entails creating and posting more photos and videos.
Another tip worth considering is making an effort to make your content personalized. This is especially true if you have a newsletter or website. By using data to understand your consumers’ preferences, you can give them a better experience with your brand overall by personalizing the content you give them for consumption.
In fact, you may have already seen this on streaming and e-commerce platforms wherein you click on influences that you see on the main home page. Using an algorithm based on your preferences, they’d curate the content to better suit your taste and the demographic that you’re in.
With that said, you can also do this with your email newsletters and websites. Fortunately, you also don’t have to manually do this as there are different types of software available to help you achieve this.
Publish Original Research
In creating and releasing content, you may want to consider publishing original research that’s relevant to your brand and industry. In fact, you may have seen big corporations do this. However, your business’s size doesn’t matter, and it shouldn’t have to stop you.
You may do something as simple as a survey amongst your current customers on industry-related topics. By conducting your own research, you can gather the information that your business specifically needs. For example, if you’re working in the restaurant industry, you may want to find out what factors impact positive and negative word of mouth intention by customers.
However, you can also use reliable papers published by others. Furthermore, by publishing original research, your business gives the impression that it’s knowledgeable, as well as an authority and reliable in the industry.
Understand Your Target Audience
As mentioned, it’s essential that you personalize your customers’ user experience with your brand and platforms, like website and email newsletters. To achieve that, it’s essential that you understand your target audience. In addition to those mediums, by understanding your target audience, you get to create content pieces that are relevant to them, especially on social media.
In addition to improving your audience’s user experience, by thoroughly knowing your target audience, you’ll be able to attract the right kind that’d surely engage with your content.
To better understand your target audience, you may want to consider developing a buyer’s journey and buyer’s persona. In doing so, you get to develop content that speaks to them as they go through the buyer’s journey.
Make It Readable, Relevant, And Relatable
In today’s fast-paced world, consumers are faced with an unlimited number of information. As such, in creating content, it’s a must that you make it readable, relevant, and relatable to get more people to choose yours over the abundant options available.
First, by making your content readable, you’ll be making it easier for your audience to consume it and subscribe to your brand. Furthermore, a readable piece of content is known to generate more engagement and interactions.
But, what exactly makes content readable?
While it can be altered, as a general rule, you can construct your content in a way that can be understood by those in high school. By doing this, your readers won’t have a hard time understanding your content.
Second, to attract more audiences to your content, it’s essential that you make it relevant. After all, why else would they read it, if they don’t need it right now? To attract current and new audiences to your content, create one about a topic that they’ll need or want to know about right at this very moment.
Finally, it’s essential that you also make it relatable to your target market. Doing this encourages your audience to keep consuming the content you create as they’ll not only be informed but be entertained, too. Consequently, relatable content will generate more interactions and engagement with your audience.
Work With Influencers
Influencer marketing is no new concept. Nonetheless, it’s still widely used by marketers and brands nowadays for its efficacy. This is due to the authoritative voice that influencers often have on their audience, which also includes your target audience. In doing so, your brand will appear more reliable, strengthening your customer trust.
To do this, consider featuring influencers in the content you publish, especially in social media. This is especially effective when you work with influencers that fall within your target demographic as they can help you understand your audience even more. As an added benefit, by partnering with influencers, you’ll be able to reach a wider audience, assuming they already have a huge following.
Prepare To Use AR And VR
With the rapid development and improvement of augmented and virtual reality technologies, it won’t be long until everyone uses them, too. Augmented reality technology brings computer-generated visual elements to a real-world environment. Meanwhile, virtual reality intends to imitate the real world in an artificially created virtual environment.
Both seek to create an interactive and immersive experience for their users. In the case of content marketing, you may use these to give your consumers an immersive experience as you tell your brand’s story.
Make Your Content Interactive
On the topic of immersion and interactivity, AR and VR are definitely not the only way to give your audiences an opportunity to interact with your content. By implementing interactive elements into your content, you’ll be improving the experience of your consumers with your materials and your storytelling strategies.
For instance, you can use interactive elements, such as surveys, that can be implemented into your social media posts to gain more information about your target audience. Meanwhile, for websites, you can include a portion that asks for their reaction to the blog you just published. Other brands have even made small games that consumers can play for their brand’s storytelling.
Use Artificial Intelligence
Finally, this list won’t be complete without artificial intelligence, a perfect companion to the data you’ve gathered about your audience.
Using the data you’ve gathered, you can use artificial intelligence to optimize your brand’s content creation and curation. Furthermore, it enables you to gain more insight about your customers based on the information and data you already have. In fact, artificial intelligence has been used to create more content, allowing marketers to keep up with the abundance of content being released now.
Nowadays, simply selling your brand to your target audience is no longer enough. To build loyalty and a relationship amongst your customers, you may also consider content marketing. In fact, it’s a strategy that’s growing in popularity amongst marketers. Evidently, content marketing is a very powerful tool to add to your existing marketing strategies. However, it must be done right for efficiency and to reap the full benefits. As such, hopefully, the tips above have helped you get started on developing your content marketing strategies and/or improving your current one.