Last updated on January 6th, 2021 at 03:02 am

Content Marketing

2th November 2020                                                                                                                                                                                                     

According to Content Marketing Institute, Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action. 

Some of the examples of Contents are: 

  

Blogs, Videos, Podcasts, emails, infographics, Visual Content, eBooks, SlideShare presentations, checklists, social media posts, and many more. 

  

Some of the important types of contents are: 

  • Blogging:  

  

For many brands, blog posts make up the central part of their content marketing strategy. There’s a good reason for this: blog posts typically don’t take too long to write, they’re easily found by Google, users are happy to read and share them, and it’s a quick way to offer value at a relatively low cost. Blog posts are ideal for building relationships with your readers, which can eventually help with lead nurturing and conversions. Maintaining a consistent blog with frequent, high-quality posts can also help drive significant amounts of traffic to the site. 

  

  • Longform Content:  

  

Long-form content that is free and available online is a fantastic way to build thought leadership and increase subscribers. All you have to do is say “Subscribe so we’ll let you know when the next chapter of our guide comes out!” 

  

This content won’t just be 1,000 words; it might be 5,000-15,000 words. There will be several chapters, each on their own URL page. Because of this, they offer immense value. Users don’t have to go anywhere else for information on a subject, because you have literally covered it all. These guides are also free and available online, making them accessible. 

  

  • Case studies:  

  

Case studies are in-depth examinations covering a specific scenario or example, which should provide both knowledge and actionable information. They’re fantastic for several reasons: they allow you to establish thought leadership, are unique, and are highly shareable—because this is your data, someone else can’t just spontaneously have the same idea. 

  

  • Whitepapers: 

  

The content in white papers is typically between 1,000 and 10,000 words and analyzes a trend within an industry, or a product or service’s value to different kinds of companies. They are generally research heavy and require high-quality writing that balances industry data with brand solutions. 

  

Creating white papers allows companies to demonstrate their expertise within a certain space. As people share links to white papers or mainstream media cover information included in a white paper, the content assists inbound link building and drives website traffic. 

  

  • eBooks: 

  

Ebooks seem a little daunting the first time you write them, but they’re great lead magnets and—if evergreen—can stay great lead magnets forever. While they do take more time and money to make, you can outsource the process to a freelance writer who has experience with writing them. 

  

  • Infographics: 

  

An infographic (information graphic) is a representation of information in a graphic format designed to make the data easily understandable at a glance. People use infographics to quickly communicate a message, to simplify the presentation of large amounts of data, to see data patterns and relationships, and to monitor changes in variables over time. 

  

  

  • Templates & Checklists download:  

  

Template and Checklist downloads make exceptional lead magnets. They’re actionable; they’re a great resource that users will utilize repeatedly, and they don’t take a lot of time or money to make. Offer them in exchange for an email subscription sign-up, promote them at the end of your blogs and videos. 

  

  

  • Videos:  

  

Video isn’t always associated with “content marketing,” but it should be. It’s is dynamic, it’s engaging, and more users are watching video than reading text so we need to include it in our content marketing strategy. This is particularly true for both tutorials and product content; 4x more users would rather watch a video about a product than read about it. 

 

  

Current Content Marketing Trends: 

  • Dynamic & Personalized Content:  

  

Customers prefer informational, trustworthy, and messages that can guide them throughout the buyer journey and help them make informed decisions. With businesses focussing on creating new and engaging ways to communicate with and retain the attention of their customers, this trend of personalization will continue in 2020 and 2021 as well. 

  

  • Rise of Virtual Reality, Augmented Reality, chatbots:  

  

Visual-forward platforms with augmented reality and virtual reality will continue is a hot trend in 2020. AR (augmented reality) amplifies the real world around you, enabling users to see virtual items or information while looking at real things. Snapchat’s lenses that take a selfie is an authentic example of AR. 

  

Virtual reality, on the other hand, allows you to immerse yourself in a totally-new, made-from-scratch virtual world. VR technology is more expensive than the AR, and that’s why it is still lagging. 

  

It is believed that chatbots will handle a vast majority of one to one conversation with customers by 2020. In the future, chatbots will become more robust with the advancement of AI, natural language processing, and machine learning. 

  

  • Importance of Video Content and Podcasts 

  

Podcasting is a powerful marketing tool. It can help one to reach new audience, drive traffic to the site, and even build a community. By broadcasting podcasts regularly, it will help develop the company’s brand to make it a household name. 

  

Among the different types of content, video content seems to be the most effective in capturing people’s attention. With the sheer amount of new content being published on a daily basis, it can be difficult to cut through the noise. For some people, reading a long blog post can be boring. In an age of short attention span, video makes it easier for time-constrained viewers to consume and digest complex content in a shorter amount of time. 

  

  • Higher Engagement:  

  

According to a study that was conducted by Moz, videos get a lot more engagement as compared to other types of content such plain text posts or photos. In the said study, they revealed that posts with videos receive nearly 300% more inbound links. 

  

  

  • Optimizing Content for Voice search: 

  

With smartphones and AI-powered assistants like Alexa and Siri in our lives, the use of voice search is skyrocketing. Canalys reports that the global market for voice search devices grew 187 percent in Q2 of 2018, with shipments reaching 16.8 million units. This means more and more people are searching online using their voice, instead of typing in a query. And the text we type into Google search is different than how we would speak to a digital assistant; instead of typing “weather Sydney”, we would ask “What’s the weather in Sydney today?” 

  

Because of this, you need to optimize your content for voice search. Content marketers need to focus on anticipating the questions their audience would ask in a conversational manner and create content based on those conversational questions and longtail keywords. 

  

  • Conversational Marketing:  

  

More and more businesses are realizing that the fastest way to move buyers through their marketing funnels is with one-on-one conversations. That’s why conversational marketing will be a notable trend in 2020. When you can have one-on-one, personal conversations with your audience, you not only create a more human buying experience, but you can learn a lot about your audience, which will help you create more relevant content and marketing messages in the future. 

  

Conversational marketing comes in many forms including email marketing, live customer support, customer success programs, Facebook Messenger marketing, chatbots and more. And with advances in artificial intelligence, chatbots are only going to get better at having life-like conversations with users. 

  

  • Social Media:  

  

In olden days, marketers were organizing campaigns, publishing advertisements on TV’s, distributing paper bills, and other places where people gather. At present, mostly all are available on social media like YouTube, Twitter, Facebook, etc. 

  

Here are some of the social media channels that are already ahead in the race and will also gain more popularity in 2020:  

  

  • Ephemeral content – Instagram, Snapchat stories 
  • Niche social platforms – LinkedIn, TikTok, Twitch 
  • Social media business – Facebook, Instagram, Pinterest, Yelp, 
  • Video content – YouTube, Vimeo  

  

  

  • Some Important Tips of Content Marketing  
  • Do not turn blind eye to your published content:  

  

Every business should have good content tracking and management mechanism. Since ideas evolve, new developments may erode previous content you have published. Hence, there is a need to keep updating information. 

  

  • Getting reviews for your content:  

  

Getting reviews is instrumental in tracking a company’s progress. You can get this from blogs and your social media pages. This would help you know which areas require improvement. 

  

  • Strive for Quality:  

  

As much as you want to give out content like everyone else, the driving passion should be quality and not quantity. 

  

  • Don’t use wrong platforms:  

  

It is always advisable to use cost-effective tools for content marketing. Email and social media optimization are sure means of connecting with larger communities. 

  

  • Do listen and pay attention to what’s going on in your industry: 

  

You must regularly check the pulse of your industry. What are people talking about? What trends are shaping the future? What new research has just dropped that has identified a shift? 

  

  • Do keyword research to guide content:  

  

Organic search and SEO are a critical part of content marketing. You should know what your buyers are searching for, which is usually connected to a problem they are trying to solve. 

  

With keyword research, you can angle your content to align with the answers your audience wants. Most importantly, you need an SEO-centric content strategy that delivers more opportunities for ranking. 

  

  • Have a content promotion plan for your content:  

  

Hitting publish is only the beginning. If you want your content to be consumed, today’s noisy digital world all but requires companies to execute a variety of organic and paid promotional tactics. 

  

  • Don’t make it all about you:  

  

Content marketing isn’t a commercial for your brand. It’s a story about what keeps your audience up a night. It’s a means to a solution. It’s an answer to questions. The more you talk about yourself, the less they’ll want a ride on your boat. 

  

  • Don’t forget about the customer experience: 

  

If you’re only creating content to pursue prospects, then you’re ignoring the most important audience you have: your customers. Retaining and up-selling/reselling existing customers is much easier than bringing in new customers. Equal time, effort and resources should be dedicated to creating content for both pre- and post-sale content experiences. 

  

  

  

  

  • Don’t pollute your content: 

  

The waters of content marketing are full of pollution—low-quality content. Don’t become a polluter. Quality over quantity always. 

 

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Content Marketing research – Facebook/Instagram (Antara J) 

 

  1. The 4 content marketing trends that will dominate 2020 [+infographic]
    (source: https://thekeenfolks.com/keensights/content-marketing-trends/ 

 

Content marketers need to utilise the right tools to distribute and promote their content effectively – keeping up with trends that are shaping how brands use content and how people consume it. 

I. The most utilised content formats

 

So what content formats are marketers using compared to last year? 

II. The top content distribution trends and technologies

What is the go-to tools for assisting in the content creation and distribution process? 

III. Brands are increasing investment in content marketing 

 

57% of content marketers report that their budget has increased over the last year, with 29% of those reporting an increase of more than 9%.

IV. The growing ROI of content marketing

 
Investment is the key term when it comes to content marketing. Content is a strategic asset that continues to provide value long after it has first been published. 

  1. Five Ways AI Is Changing the GameOfContent Marketing 
    (Source:https://www.forbes.com/sites/forbesagencycouncil/2020/03/20/five-ways-ai-is-changing-the-game-of-content-marketing/#68a82efb6559 

As the digital world expands and technology grows increasingly advanced, there’s no denying that artificial intelligence (AI) is going to — and has already started to — change the game of content marketing: 

  1. Chatbots’ 24/7 Interaction with Users
  • You see it all the time — chatbots on websites providing detailed information to consumers who want answers immediately.  
  • However, chatbots are no longer just on websites, they’re everywhere.  
  • Chatbots mimic real-life conversations with consumers so they don’t have to fill out a generic form. This provides users with quick and immediate answers to their questions and purchases throughout the customer journey.  
  1. Custom Feed Algorithms
  • With the advancement of technology, marketers can track and analyse what users are interested in.  
  • This then allows content strategists to generate news, articles, blogs and other forms of content that users are more likely to interact and engage with.  
  • Upon analysing data, marketers can generate social media posts that are relevant to what consumers are searching for, such as products or services. 
  1. Predictive Analytics
  • Predictive analytics help marketers observe consumers’ behaviours and create profiles based on those actions. With AI, marketers can review predictive analytics and generate relevant content based on the data.  
  • This is huge for digital marketing because strategists can then provide personalized, valuable content to individuals at each stage of the customer journey. 
  • AI can create custom, personalised content for individual users at each buying stage of the customer journey. 
  1. Content Strategy Research and Development
  • Consistently researching and generating engaging, relevant and insightful content can be difficult and time-consuming.  
  • With AI, content marketers can focus more of their attention on writing the context, rather than spending time researching and analysing. 
  • AI can also analyse and compare data quicker than a human can. This provides content marketers with data for their content strategy development.  
  1. Quick Content Generation
  • AI has the capability to perform simple content optimization tasks, such as: 
  • Content Research: Analysing Google trends and analytics. 
  • Content Suggestions and Recommendations: Post analytics, AI recommends content ideas that align with trending topics. 
  • Search Engine Optimization (SEO): AI can recommend SEO strategies for more relevant, valuable content. 

  

 

Content Marketing research – Facebook/Instagram (Nahla A) 

Content Marketing Strategies and tools: 

It is said that “content is king”. Content marketing is focused on  

Creating and distributing relevant, consistent an valuable content to attract and retain a clearly defined audience. According to the latest research, around 63% of business don’t have a documented content marketing strategy. 

Without a strategy, all our efforts for developing content and publishing them is of no use. There are some effective strategies that’ll help to grow the business without wasting time, effort and money. 

1)  Set a proper Goal: 

Focus on what’s important and what’s not. Concentrate on relevant topics and audience. 

     A content Marketing mission statement outlines: 

  • Target Audience 
  • Content used to reach them 
  • Benefit they’ll get 

Typical goals include: 

  • Improving revenue 
  • Making more sales  
  • Getting more traffic  
  • SEO success 
  • Reduced marketing costs 
  • Social media engagement

 

       2Establish your KPI’s 

The best way to achieve goals is to make them specific and measurable. That means setting key performance indicators (KPIs) for your content marketing strategy. They’ll include what you plan to achieve in terms of revenue, sales, traffic, SEO, traffic and different aspects of digital marketing like email marketing and social media metrics. 

 

3)  Know your Audience 

As mentioned earlier, for a successful content marketing strategy, you’ll need to be clear about who your audience is so you can create the right content to reach them. There are three actions you need to take. 

Collect Demographic Data 

Web analytics, social media analytics, and email subscriber analytics will give you the data you need on your audience’s: 

  • Age 
  • Gender 
  • Education 
  • Income 

You’ll also get insight into their key interests. To find this information one can use Google Analytics. 

Get Customer Feedback 

To learn even more about your target audience, try collecting feedback from your current customers.  

Getting the right customer feedback can help you: 

  • Understand your readers’ and subscribers’ priorities 
  • Decide on the best places to reach your customers (see step 9) 
  • Flesh out your buyer personas, which we’ll talk about next 

Create Buyer Personas 

When you have demographic data and customer feedback, you can create or flesh out buyer personas. Buyer personas, also known as customer avatars, describe your ideal readers and customers so that you can target content better. 

When you know all this, you’ll have a better understanding of: 

  • The kind of content your audience will respond to 
  • How it will help them 
  • What will make them care about it

 

4)  Asses your current position 

Many businesses already have content out there. This will include content that’s on your blog, as well as social media content, podcasts, videos, and so on. 

5)  Figure out the best content channels: 

It’s best to focus on what’s working and expand from there, rather than try to do everything at once. We can use Google Analytics, Buzzsumo  to see the main social networks where your content is being shared.  

6)  Decide on content types: 

Most successful content marketing strategies rely on having a central core of content published on your own site (or home base) which can then be repurposed and shared on other sites (outposts). So, blog posts are an essential part of your content marketing mix, and they still deliver strong results. Ideally, your blog posts will be actionable, valuable, and shareable, and may include a range of article types. 

7)  Identify and allocate resources: 

Have an idea about what type of content you’re planning to create, who it’s for, and where you’re planning to share it, it’s important to make sure you have everything you need to deliver on your content marketing strategy. That involves answering questions like: 

  • Who’s in charge of producing and maintaining content? 
  • What human, physical or digital tools and resources do you need to create the content? 
  • What will your publishing workflow look like, including content scheduling? 

8)  Create a content calendar: 

Lack of planning is a key content marketing mistake, so it’s essential to use a content calendar to get all your content scheduled. There are several ways to do this. Options for managing this include productivity and task management tools like Asana, or a purpose-built editorial calendar tool like coschedule. Both of these will allow you to schedule different parts of the content creation process. 

9)  Create content: 

With the research you’ve already done, you’ll have an idea of what type of blog post to create. 

 Research Your Content 

When you’re ready to write, you’ll need to find out: 

  • What’s already out there 
  • How your new content can add value for your audience 

This means doing a Google search, checking out the top content for your topic, and seeing how you can improve on it. That’s called the skyscraper technique. 

Original research also does well, so consider this as an option if you’re collecting the right kind of data. 

Include keyword research to identify the key terms to use for better SEO and improved search ranking.  

Create the Content 

Finally, start writing or creating your content. At this point, you’ll have to think about how to reflect your brand’s personality in the content you write. 

You may want to be super-professional, very casual, or something in between. And you’ll have to manage the balance between showing your expertise and not patronizing your audience. Here’s Sprout Social’s advice on creating consistency with your brand voice, and keep in mind important SEO ranking factors to optimize your content.  

10)  Distribute and Market 

The next key part of your content strategy is distribution and marketing. That’s because you won’t get the results you want unless these are handled correctly. For example, you will likely: 

  • Set a schedule for sharing your content on social media, both immediately, and through a drip campaign via a tool like Missinglettr. 
  • Use Email Marketing to distribute your content to subscribers. 
  • Notify any influencers mentioned in your content to spread the word even wider. 

OptinMonster is also a great tool to use for promoting your content, both on your site and via your email newsletter. 

11)  Measure Results: 

Finally, it’s time to assess the success of your content marketing strategy. To do this, you’ll return to those KPIs you set at the start of the content strategy plan, and see what’s changed and whether you’re hitting your targets. 

To do this, you can: 

  • Check Google Analytics as described above to see how your content is performing 
  • Measure social sharing activity via Buzzsumo and other social analytics tools 
  • Look at OptinMonster’s conversion analytics dashboard to assess the success of your marketing campaigns 

Other tools for tracking content marketing success include Google Alerts and Mention. Both of these will let you see if your content is being mentioned and shared, helping you hit those KPIs for awareness and engagement. 

Tools like SEMRush will help you to assess KPIs for the search rank of your content. And you’ll be able to track email signups through the analytics in your email marketing software. 

5 reasons why content is crucial to digital marketing (GMB) 

  

Content marketing is a strategic marketing approach that doesn’t particularly promote a brand but, to create interest in its product and/or services, through online materials such as videos, blogs and social media posts. Content is essential to digital marketing, because without content users will have no reason to go onto your website and your digital strategy wont work. So here are 5 reasons why content is crucial to digital marketing: 

  1. Your audience 

You content is a way to tell your audience who you are, what you do and why you do what you do. Take the time to create your content, so that your audience is aware and informed and can make the right purchasing decision, saving them time and money. What you create will not be taken down later, therefore, new and old customers can view the content on your page and still be informed from it. 

  1. Google rankings  

Your content ranks in google. The more you post, the more audience you can attract to your website which can lead to increasing your rank in google. The higher your rank, the more likely the google search engine will feature your page at the top of the results page. This is all likely through keywords, keywords are words and phrases within your web content that searchers enter into search engines. You can create content around your selected keywords and help you reach your audience. 

  1. Linking from other sites  

With a high rank in google, your content will have more exposure through other sites that contain a link of your website. Links are a key SEO ranking factor, with enough keywords and links from other websites, you can develop your pages of content and add upload them into Google, where it can be ranked.  

  1. Sharing on social media 

What you create can be shared on social media, which can drive more traffic to your content. Having a social media for your business, is a good way to share content, keep in touch with customers and analyse likes, views and comments on your content. There are many social media sites for business to use, these are; Facebook, Twitter, Instagram, LinkedIn and snapchat, these are sites that can help promote your content and produce a successful digital marketing campaign.  

  1. Digital marketing strategy 

Content is the beginning of every digital marketing strategy. Without content, your digital marketing campaign won’t take off from the ground and with a low google ranking, your pages will not show up on the results page which can lead to no traffic to your website. Without the content and the keywords your businesses digital marketing strategy will not work, thus your digital marketing campaign will not be successful. 

 

Isabella Bradford 

Isabella Bradford 

Digital Marketing Analyst at AI Australia

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