What is content marketing?
”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”
Instead of pitching your products or services, you are providing truly relevant and useful content to your customers to help them solve their issues.
Content marketing is the king. But will it still be in 6 months? Or next year?
Annual research suggests that the vast majority of marketers are using content marketing. In fact, it is used by most big organizations in the world, including P&G, Microsoft and Cisco Systems. It’s also developed and used by small to medium businesses. Why? Because it works!
It’s what the people want. Nobody wants intrusive banners, irrelevant emails clogging their inbox or ads popping up in their faces about products they don’t care about. What they want is high quality, engaging, useful and relevant content that they can relate to.
”We need to stop interrupting what people are interested in and be what people are interested in.”Craig Davis
- Content marketing costs 62% less than outbound strategies but is 3x more effective at generating leads
- 40% of people use ad blockers. However, content doesn’t qualify as ‘ads’ so it’s easy to avoid blockers
- Businesses using content marketing do 6 times better on conversion rates than businesses who do not
- 90% of successful businesses post content at least once a week
- 60% of marketers say content marketing is extremely important to their overall strategy
From this, we can see that content marketing works exceedingly well.
However, content marketing, like all digital marketing forms, is always changing and evolving. Whatever was hot 3 years ago is no longer hot and so on. Things are always being replaced. As a digital marketer, you need to stay on top of the game. Pay attention to your competition, pay attention to your consumers and where they are spending their online time.
Let’s see what’s happening in 2021.
Facebook and Instagram are still the number one channel to distribute content. But just posting alone doesn’t help. You need to promote and measure. If you’re not measuring then your wasting your money on ads.
By measure i’m talking about clicks, likes, shares, favourites, shares, swipe ups, actions, discussions. Anything that increases engagement.
Your engagement metrics determine how successful your campaign is. Both platforms, Facebook and Instagram now have insights and analytics that show you the data that matters so use it.
Videos are the most used form of media in content marketing. Take a look at this graph.
Facebook live videos also deliver high engagment. We looked up statistics from a study of 2 months that showed Facebook live posts increased referral traffic by up to 213%!
Promotional and storytelling videos tend to do the best for brands.
So why do videos do so well now?
- over 2 billion videos a day are watched on twitter
- videos account for approximately 82% of consumer internet traffic
- on average there are 8 billion views a day of videos on Facebook
- videos generate 1200% more shares than text and image posts combined
Before live videos were a thing, videos in general did better than image content. However, since the introduction of live videos, Facebook reports that users watch live videos 3 x longer than pre-produced videos.
Whether you’re a B2C or B2B business, don’t leave out videos as part of your content marketing.
How many words?
We’re always hearing quality over quantity. However, studies show that there is a pattern when comparing longer blog posts to shorter ones and how well they do.
Take a look at this graph. The average blog post in 2014 was 808 words, but in 2017 it was 1142 words. That’s an increase of 41%.
We know attention spans are getting shorter, but it seems like people are willing to invest the time in reading through long blog posts as long as the content is beneficial to them and keeps them engaged.
I’m not saying you should get a crystal ball and look into the future, but always stay ahead of the game. Make predictions. You don’t necessarily have to act upon them straight away. But if you can predict a trend before it even happens then you’re already one step ahead of your competition.
Local content marketing
A big brand may create content at location 1 but then publish it out in location B. These could be in 2 different cities or countries.
I’m not saying you necessarily have to spend money on 2 different campaigns, but you can revamp the content from location 1 and personalise it to suit consumers in location 2. Trust me, you’re going to get way better engagement that way. People like content that’s relevant to them. One wrong word and they can lose interest.
Finally, we’re going to leave you with this quote from Jesse Greenberg
”The opportunity to secure uninterrupted and focused time with consumers will still exist, but it’s going to be more challenging than ever to act upon. In order to capture hearts, minds, and — ultimately — wallets, the smartest brands will realize that they must stop thinking like advertisers and start thinking like media companies, giving core audiences value beyond just the products and services they provide.”Jesse Greenberg
This list is extendable and there are so many more things this year that can and may impact content marketing. We’ve just listed a few we thought would get your mind jogging and on the right track.
If you like this post feel free to share it on your social channels and we are always here to help you conquer those content marketing goals!