A column on the potential of content marketing for this year.
Marketing is inevitably the essential activity that helps to spread the word about the brand or an organization. Regardless of what the company is all about, there are always buyers for a product. By noting that consideration, it is best to know about the significance of the Internet ecosystem on business.
Without a doubt, the only thing that has dominated the Internet ecosystem is “Content.” Every aspect of an online business depends on “content,” which is why “content marketing” is necessary for every online business.
Even though most of the people are aware of the significance of the content marketing technique, but there are still those who do not invest their time and money in it.
Understanding Content Marketing
Content Marketing has existed since ages, and the trends are constantly changing as per the changing needs of the users. Attentive people are always aware of the latest happenings on the trends of content marketing.
However, some of the people are not so great in that department and may miss out some of the necessary things that might affect the overall content marketing strategy.
For all those people, here we provide you with some of the latest content marketing trends that should be followed by an effective campaign.
#1 More Focus on Email Newsletters
Millions of people have used email newsletters for a very long time as a promotional strategy. Not only by B2B marketers, but B2C marketers have also made use of this amazing tool to stay connected with their clients and audience.
However, email newsletters have witnessed a rapid growth in recent years. As per a recent study, it was unveiled that the number of emails sent per day could reach to 246 billion in 2018-2019. Considering these high numbers, it seems fair to invest time and money in email-based content marketing.
Imagine yourself finding relevant content on the Internet, but are getting the same type of material on different websites. The only difference you see is the choice or words and the sentence structure. Apart from that, every other thing including the conclusion of the article is the same. This type of content not only seems uninteresting but might also leave the reader impatient and there is nothing more severe for a website than the angry reader.
To avoid this scenario, the best thing you can do is to ditch the traditional method and move forward with storytelling. It is an excellent method to display new content interestingly.
All you have to do is build a situation on the desired article and convert that boring piece of content into an engaging piece. Studies have revealed that remembering stories is easier than recognizing mere plain facts and numbers.
Again, put yourself in the same situation, but this time you are reading an article, which has facts and figures but in a storyline format. Without a doubt, you or anyone else will feel that this content is better than the previous one.
#3 More Brand Blogs than Company Updates
Let us just accept the fact that only a few of the people care about the random blog posts about the new things added to your company or any other irrelevant company update. They are among those pieces which inevitably leave the reader bored.
Rather than investing your time in showing the company updates, you should put in your efforts on your blogs. Combine the necessary information with high-quality, engaging content that will change the course of your website traffic.
Top-notch content has always allured greater amount of user, and this will certainly work for your site as well.
If you ask anyone about their preference among just the text or a combination of text and videos, then the majority of the people will go for the second option. The reason behind this is that videos look more appealing and engaging when combined with the plain text. Considering that factor, you should try to include videos along with the content. In addition to that, you are also giving your users an option to choose from either the text or from the video. Moreover, videos will also help you in leaving a greater impact on the users while storytelling.
These were some of the latest trends going on in the content marketing industry. This is surely not the most extensive list of these trends, but they are going to help you in creating a mind-blowing content marketing strategy.
Content Marketing Statistics
Even after looking at these facts, there may be some people who will not be convinced about creating a content marketing strategy. To encourage such people, here are some of the statistics calculated from previous years about regarding content marketing.
#1 Lower Costs, Better Returns
Most of the people believe that nothing provides more results than “paid search.” However, this statement is true to some extent, but not entirely. Though paid search does produce a high amount of results, this will only work for you in the short run. You will be investing a tremendous amount of money on the paid search methods just to see results for a shorter period.
When we talk about the investment, you will have to invest your money in content marketing strategy and implementation, but that cost is nothing compared to the paid search method.
Moving on to the results, content marketing runs at its own pace and may fail to show the results in the short run. However, in a recent study, it was proved that this form of marketing has long-term benefits without investing a hefty amount of marketing.
#2 Increase in the Use of AdBlockers
Online advertisement is the primary source of promotion on the Internet. Today, an average internet person sees 11,000+ online ads a month. By looking at the numbers, you must be thinking that online advertisements are the best medium for marketing, but it is not what it looks like.
People already know that they are going to see too many online ads, and they are prepared for it. Most of the users have installed AdBlockers on their web browsers or their system to decrease the number of advertisements they see. As per a study conducted by PageFair in 2017, it was revealed that 600+ devices use some AdBlocker on their device. Now the online ads do not seem as appealing as it seemed before.
By considering this huge number, experts advise to shift the focus from online advertisements to other forms of marketing, and this is where the content marketing steps in. Content marketing has been proven as an escape for both users and the advertisers. Users will not have to witness the ad popup constantly, and the advertiser will not be scared about their invested money on the ads.
In addition to that, good quality-content always help the reader in attaining useful information and is also promotional.
#3 People are Turning Away from Traditional Sources of News
Earlier, the only sources of news were newspapers, televisions, and radio. People were utterly dependent on these sources, and they are too reliable as well. However, everything changes with the emergence of the Internet.
Now, people are ditching the previous methods of watching the news and started to accept the Internet as their sole supply of daily happenings. A study by Pew Research Center revealed that half of the people among the age of 18-49 get news from the Internet. This number is not limited and is constantly increasing. Search engines love to rank those sites with better traffic and great content.
As people are turning towards the internet to gain news, it is best that you provide them what they are looking for with content marketing.
After reading all these stats, you must be planning to invest your time in content marketing.
Content Marketing Process
If all the above information changed your perception of this marketing technique, then below we unravel the process of content marketing.
Step 1 – Content Creation
The initial step that you need to take is creating high-quality content. Make sure to include necessary keywords in the content. Present the content in the form of blogs, articles, news, press releases or any other thing.
Step 2 – Content Distribution
What is the point of creating top-notch content when no one knows about it? To spread the word about your content, you should connect with different channels like social media, forums, and other channels to distribute the published content.
Step 3 – Performance Measurement
This is the final step and the most important one as well. Here, you need to measure the performance of the content marketing campaign and make the necessary changes accordingly.
Analyse the success rate and the change in traffic on your website since the day you began working. It will not only help you in getting a record but will also allow you to improve the campaign.
Whether it is social media or your website, the “content” remains the queen and will directly affect the working of your site. With all the facts and figures mentioned above, we can see a bright future for content marketing.