- March 20, 2017
- Posted by: Charlie Wilson
- Category: Content Marketing
Content marketing is by no means a new trend. but it remains a viable and relevant component to any company’s marketing strategy. As we soldier on through 2017, content marketing continues to prove its value and effectiveness with regard to establishing a brand and reaching out to customers.
Why is content marketing so essential? As has been proven time and time again, content marketing is amazingly effective at building a trust-based relationship between brand and customer. In addition, a well-implemented content marketing campaign enables companies to stay competitive, and helps eliminate many of the challenges inherent in marketing.
These qualities are especially important given the constantly changing nature of marketing. As Shaun McGowan of Business Finance Company Lend Capital says, “Don’t be the company that refuses to listen or adapt to new technologies or business models. The nature of today’s business market is that everyone should be enthusiastically adaptable.”
With that in mind, here are some of the more compelling reasons why implementing an effective content marketing strategy will be more important than ever in 2017.
Content marketing re-focuses your brand & gives it personality
Now more than ever, there is a need to implement cohesive marketing campaigns across different mediums.
Content marketing can help establish a clearly-defined brand identity, which can be invaluable in terms of marketing on a wide range of platforms.
Establishing a distinct brand personality has proven to be a remarkably effective method for building a following, as has been proven by numerous companies.
It is especially important to implement a content marketing strategy that can be maintained over a considerable stretch of time. Ask yourself these questions: “Can the proposed campaign generate enough interesting content over the next several months/years?”, “Will the campaign concept work across various platforms?” If you answered “yes” to these questions, you may be on to something,
Content marketing reinforces individuality
In today’s overcrowded and highly competitive marketplace, it is essential for a brand to have more than a semblance of individuality. More than being “fresh” or “unique”, you need to have your brand stand out from the crowd and connect with your audience in a truly compelling and memorable manner.
Virgin is one company that has managed to accomplish this goal admirably, particularly with the Virgin Holiday campaign launched in 2016. By emphasizing their international scope and cutting-edge focus, the company highlighted the qualities that truly made them unique in their hugely successful Live Holiday TV ad, which won Marketing Week’s “Campaign of the Year” award in 2016.
Remember that other companies in your niche will be working equally hard on their content marketing campaigns, so any quality you can use to highlight your individual identity is a plus.
Content marketing expands taps into the priceless data
When it comes to your audience, content marketing serves a twofold purpose: it enables you to identify your audience and helps you address their needs more effectively.
Social media can be an amazingly effective tool for these purposes, providing you with near real-time feedback on who your audience is and what they are thinking at any given time. Hootsuite and other similar platforms streamline the process of getting your content out on multiple social media platforms and analysing patterns of customer reaction.
With the knowledge you gain from customer feedback, you will be better able to build on successful techniques for customer engagement and modify less successful approaches.
Content marketing multiplies consumer engagement
Content marketing neatly addresses the shift toward more active customer engagement.
Gone are the days when customers would be happy to know about a company and what makes it tick. Today’s more discriminating audiences want to be engaged. They want to be part of a mutual relationship. By establishing a powerful and visual presence on multiple social media platforms, companies have a much better chance of connecting with their audiences on a human level. If you can do so successfully, you will be that much closer to being able to establish the trust of your customers.
Social media is definitely a magical little helper when it comes to relationships’ growth. However, there are many other engagement tools such apps, games, surveys, giveaways, podcasts, videos, etc. Social media is a medium allowing you to share whatever your brand has to offer. Nowadays, customers are keen to be a part of brands’ lives attending their events, playing their games, participating in research, surveys, competitions and polls.
Making content more engaging takes time and a relentless interest in knowing what makes your prospects and customers tick. It’s about truly understanding them and truly caring about what they need. Engaging content will happen naturally if you spend the time to really get to know the people you are trying to connect with.
Content marketing opens new horizons: broadcasting
The writing is on the wall: video is in, and it’s becoming the new craze; however not a fed! Online videos will account for more than 80% of all consumer internet traffic by 2020 (CISCO, 2016). Moreover, over 8 billion videos or 100 million hours of videos are watched on Facebook every day. And this is recorded content. The broadcasting has been on the rise from the very first days of Snapchat. Twitter, Instagram and Facebok jumped onboard. Now, people spend, on average, more than 3x more time watching a Facebook Live video than a video that’s no longer live (recorded). Moreover, video of a live event increases brand favorability by 63%. Half of 18- to 34-year old YouTube subscribers would drop what they’re doing to watch a new video by their favorite creator.
This sounds like a goldmine with so many eyeballs glued to the screens.
However, not any video or LIVE broadcast is an opportunity for your business. For example, 85% of Facebook videos are watched without sound (HINT: transcribe your videos and use subtitles). On top of that, more than 50% of videos are watched on mobile. Finally, don’t forget, videos must be engaging, fun, interesting, educational and valuable. No presentations or talking heads, thank you.
At the heart of any marketing campaign is the quest to forge new and ever-expanding networks. And many companies are becoming hip to the value of video with regard to achieving that goal. In a survey conducted by video production firm Wyzowl, it was revealed that 63% of the companies surveyed utilize video content in their marketing campaigns. Of these companies, 82% consider video an essential component to their marketing. Furthermore, as many as 99% plan to continue utilizing video in 2017, and 83% actually feel that video is an essential component to increasing their companies’ ROI.
Given these results, video will clearly continue to play an integral role in content marketing in 2017 and beyond. If you wish to be able to connect with the ever-growing audience of video-hungry customers, you could do far worse than to focus a significant chunk of your efforts on producing compelling video content.
If you are unsure what type of content you’r business should be investing into, download our 33 ideas for your social media posting.
Feeling inspired already? Book your FREE 15-min consultation to take it further and get your social media strategy rolling.