Content marketing continues to evolve yet the purpose remains the same; drive site traffic, which should lead to an action or sales conversion. While this may sound simple in theory, and there is no doubt it’s effective, it’s getting more and more difficult with the amount of noise out there competing for your target market. Making a true impact takes creativity.
To stay ahead of the competition, read and implement some of the following trends in your content marketing campaigns this year:
1. Data-Driven Content
How do you know what content works best for your business? When should you publish it? Which delivery channels are performing the best for your audience? These are just some of the questions you should be asking yourself when preparing your campaigns, and the answers shouldn’t be guesses. There is an unreal amount of data available for you to analyze, test and optimize your campaigns to ensure the highest impact possible. Gather, interpret and act on all the data available to you.
Video is taking over. Reports state that 74% of internet traffic in 2017 will be video driven. Videos in an email campaign lead to 200-300% higher click-through-rates. Audiences want something that stands out, pulls them in, and connects them—video and interactive content will help your marketing efforts stand above the rest. If you’re not taking advantage of video marketing, you can’t start fast enough!
3. Personalization and Segmentation
Content personalization boosts relevancy and is becoming a must for catching the attention of your target market to show them that you understand and care about their needs. Social listening can provide real-time access to what your audience is talking about, sharing, and consuming. When thinking about content development, you need to focus on publishing content that speaks directly to the’ pain points of your audience.
4. Email Marketing (it’s still effective folks)
Probably due to the fact that it’s been around for so long, email marketing is often overlooked yet remains one of the most powerful marketing channels available. Email is especially useful in the B2B market—to reach prospects, share information, and, because the nature of the industry has longer buying cycles, to nurture business relationships. When preparing your email campaigns, always keep your campaign goals in mind and seriously, mix in some videos!
5. Research/Original Data
Out of 10 popular content types, research/original data performed best for companies, according to 18 percent of content marketers surveyed. Infographics also remain a hot visual content marketing trend. The key is to find and feature data or information that others may not have, or at least present it differently. Think about your target audience, what data would they find useful or interesting?
New trends and technology innovations will continue to emerge in content marketing, signup to our newsletter to keep informed. Any major trends missed? Let us know in the comments below.