An increasingly huge segment of the capital that modern businesses are assigning for marketing is being dedicated to online marketing. In fact, research has identified content marketing as the single most productive and sustainable form of attracting a loyal customer base in the 21st century. After decades of newspaper, radio, and television advertising, the global audience is waking up to the competitive advantages of a new online media. These advantages have influenced the ever-growing dominance of content marketing. The main advantages of content marketing allow marketers to:
- Fluidly incorporate the creative edge of 3D content
- Have a comparatively cheaper option for marketing
- Create a long-term market presence using online media
- Accommodate emerging trends of the Information Age
- Personalize content despite using social/mass media
- Integrate multi-media platforms with both video and audio
Regardless of these advantages, however, content marketing does not work for everyone. Some firms invest less capital and still convert more visitors to active customers. In contrast, other firms invest gigantic sums only to attract a few customers. It would seem, then, that success in content marketing depends on the science of marketing, not on the amount of time or resources invested. Like every form of marketing, content marketing is both a science and an art. This means that content marketing employs a creative and artistic strategy to attract online traffic to a site and then converts this traffic to loyal customers.
The question now becomes, “How can you improve the success of your content marketing program?” Previous research has proven that it is possible to improve the success of your content marketing instantly. You need only use a precise set of strategies, most of which have proved extremely effective for modern online entrepreneurs. The following five strategies are among the most essential and effective secrets to improving your content marketing outcomes.
1) Creating Problem-Solution Content
Improving your content marketing must always start by attaining the content’s purpose. Content marketing is, after all, a strategic and purpose-driven marketing approach that helps create, publish, and distribute valuable content for a clearly defined online audience. Content marketing seeks to move a customer towards taking profitable action. Before promoting a product or service, content marketing must first inform, educate, and positively improve the customers’ knowledge of the product or service. Such education preferably comes from an expert’s point of view. Only then can the content attract and sustain worthwhile traffic.
This explains why “how to” online content generates perhaps the highest portion of online traffic. Potential customers seek to know, learn, and understand issues that are of personal interest to them. Content marketing thus needs to precisely and concretely address realistic customer concerns, guide them towards ideal solutions, and offer a problem-solution exchange. Online marketing succeeds when it shows a customer how to do several things, including:
- Know more about an issue that is interesting to them
- Service their needs effectively and without additional cost
- Progressively improve their homes or workplaces
- Make their lives more enjoyable and affordable
2) Anticipating Emerging Trends
Content marketing helps anticipate future trends in the market. It is also becoming the only possible way to embrace these trends. Leading media companies that had previously relied on newspaper and TV advertising have acknowledged an emerging marketing trend. This new marketing trend is exclusively underscored by content marketing. Consequently, modern media giants have launched content marketing studios to service a new age of marketing dynamics. Companies that have traditionally relied on their global reach are gradually attaining the same outcomes through online platforms. Their online activities usually include posting videos and articles through their social media pages and blogs.
Significant trends in advertising hinged on content marketing are evident in modern business. According to recent research, over 62% of content marketers have claimed that they saw an increase in the success of their content marketing strategies this year. This included over 88% of business-to-business advertisers who were using content marketing by the end of 2016. Furthermore, over 76% of all marketers claimed that they were planning to improve their content marketing strategy by 2017. Evidently, content marketing is no longer a choice. Rather, it is a mandatory component of 21st century marketing. This reality is the product of several emerging practices:
- Increasing the positive impact of content marketing on contemporary businesses
- Reducing the cost of content marketing
- Increasing the usage of social media platforms
- Personalizing general marketing messages for online visitors
- Customers making purchasing decisions using online content
3) Optimizing the Marketing Message
Content marketing should provide content that markets a product or service. As such, the mere presence and frequency of high quality content on an e-commerce site are not the only requirements. Long before dissemination, content marketing must start with a creation process. That process of creating content is both an art and a science. By default, the success of online marketing relies on how well both the art and the science are integrated.
It is during the creation process that a message is strategically constructed. In most cases, content is judged based on its information value. For the marketer, however, the purpose is not to inform, but to market a product or service. The science is in making that marketing goal indirect yet convincing. Only when informative content is created can the content then be used to convert the reader to an active customer.
4) Embracing the Era of Multi-Media Usage
According to recent research, advances in communication technology have triggered the use of and reliance on mobile devices. The prospective customer simultaneously uses assorted stationery and mobile devices. This means that the online content must be effectively accessible from smartphones, tablets, desktop computers, and laptops. Successful content marketing must embrace the simplicity and liquidity of being available and accessible in what has become a multi-device world. The marketer should customize the content for consumption by a relatively mobile public.
The world is going mobile, and content marketers should therefore always cater to a mobile audience. Unfortunately, that is not all. In a recent study commissioned by Facebook, it was found that the international audience targeted by content marketing uses several mobile devices simultaneously. Among a sample of 2000 adults in the UK and the US, the study recorded over 60% of adults online accessing the internet using at least two mobile devices on a daily basis. Most of these adults used the mobile devices simultaneously. Further still, 25% of Americans and 20% of UK residents simultaneously use three mobile devices. Interestingly, over 40% of the sample in both countries start an online activity using one mobile device and then complete the activity using another device. The impact of content marketing thus depends not only on how well it caters to a mobile audience, but also on how well it facilitates multi-device usage.
5) Personifying the Marketing Appeal
Readers largely prefer reading information given by experts. This explains why quality content marketing needs to have the perspective of an authoritative voice. Even so, when marketers make the content personal, they take the content to a level it might never have reached even with an authoritative voice. Personalized content is more attractive, appealing, and convincing to the reader than abstract text. TED talks, how-to articles, and advisory YouTube videos, for example, attract such a gigantic following because their content is always personalized.
The problem with content marketing is that it cannot attain essential eye contact. Nonetheless, even without eye contact, the content attains nearly the same effect with a personalized interaction with the reader. Content that does not address “the” reader, and which builds an interactive discourse with “you,” helps attain the goal of content marketing better. Once that personal contact is made, sustaining it with reliable, consistent, and regular content solidifies how well content marketing attains its primary goal.
Content Marketing Is Invaluable
The future of content marketing is evidently more prosperous, influential, and critically essential than any other traditional form of marketing has been. Content marketing is not only becoming dynamic, but is also a combination of advertising art and marketing science. It might be extremely cheap to get likes on Instagram, for example, but the potential marketing impact of those “likes” is priceless. That said, use the advice here to tap into this potential and consolidate your content marketing success. This success in content marketing is both attainable and essential.
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