“The stage is set, the curtain rises, we are ready to begin…” These are the words from the great Sherlock Holmes that every business can relate to as 2016 rolls in. New challenges in marketing will doubtlessly surface, but our trusty and reliable weapon still reigns - the power of content.
Far from passé, 80% of marketers consider content as an integral part of their digital marketing strategies. “We’ll be seeing more and more brands acting like publishers or networks, curating omnichannel content and creating experiences that are meaningful and memorable for the customers they value,” says Alicia Hatch of Deloitte Digital to Marketing Dive.
Google has reported that it is getting more search queries from people using mobile devices than those who are on their desktops. This scenario paved the way for Google to modify its search algorithm to rank mobile-friendly websites higher on search results.
With search engines like Google increasingly placing importance on mobile optimization, it’s vital that content produced for your business should be ready for mobile viewing. People who use their phones and other portable devices are prone to skimming over huge chunks of paragraphs, so coming up with a concisely written content and short-and-smart copy will be your ally to capture their attention even at first glance.
Google Panda and Penguin updates show that Google has been relentless in getting rid of spammy and low-quality content, and now the search giant has turned to apps. Addressing the fact that the average person only uses 26% of their apps daily, Google’s app indexing aims to bridge the gap between brands who develop apps and their target users across different devices.
Through app indexing, Google Search surfaces app content in autocompletion, so when a user starts typing a query relevant to your app, Google will put your content and services right on the search results page. If your business has a dedicated app, it’s time to review if the content is concise enough for your potential app users.
Content and social media marketing always have a healthy relationship, and here’s proof: active brands in the digital realm will be empowered by what their customers post online about them and their content. Think of UGC as testimonials and consumer success stories in a shareable format. From customer reviews to pictures of people featuring your product or service, UGC can boost your brand presence online.
However, your consumers will have nothing to rave about your brand if you don’t post quality content. “If you’re doing it [content marketing on social] the right way, you’re inviting your consumers to post their own pictures and finished products from what they did with their purchase,” said Neil O'Keeffe, SVP of CRM and member engagement at the Direct Marketing Association.
Aside from UGC, content curation is a great way to build relationships with your target audience through shared content. Brands can establish links with social influencers and industry partners through distributing curated content in blogs, social media and popular websites. However, do remember that quality over quantity matters for any type of content that you publish and share. Finding remarkable content stems from having an in-depth understanding of your persona.
What’s famous on the internet now may rise and fall, and what works for inbound marketing may come and go, but one thing’s for sure: content is here to stay. With the help of a creative process outsourcing partner, you can reshape your content marketing tools and strategies with these trends to raise your brand’s popularity for this exciting year.
Want to know how your business can get a huge lift in sales from digital marketing? Book a free consultation with us and we’ll help you bring your brand online.