Useful Insights for Your Business
2016 proved that the evolution and growth of content marketing is unstoppable. The widespread use of ad blockers is an indication that users do not appreciate disruptive and annoying ads, and want the freedom to make up their own minds. In this context,
content marketing has assumed greater importance because it remains the only real means through which brands can endear themselves to their target audience.
According to the Content Marketing Institute, 70% of B2B marketers plan to create more content in 2017 compared to 2016. Yet, not all brands are finding measurable success with content marketing. Only the top 5-10 percent brands that are investing time and effort are seeing massive results. Those who continue to treat content marketing cursorily with no real conviction are unlikely to see much change in their ROI.
The 3 Big Content Marketing Trends of 2017
The good news is that several companies are now taking content marketing seriously, and being innovative in their approach. Here’s a look at some brands that are defining the latest content marketing trends:
- Zombie Content Is Dying; Thank Heavens It Is!
Companies that crank out content with scant regard for quality and originality won’t be able to sustain in a climate where every brand is upping its game.
Brands that understand the true value of content marketing are constantly honing their craft. One of them is Contently, a technology company that helps brands create content at scale. The company has a dedicated team of super-talented journalists, editors, photographers and designers who come up with stellar content each time. Talking of content marketing trends, Contently’s editor-in-chief, Joe Lazauskas says, “This year I expect to see the long-overdue demonization of the puffy filler that infects most content marketing programs...Many brands have started drifting asleep and flooding the internet with the same generic zombie content as everyone else.” We couldn’t agree more! - Influencer Marketing for Better Brand Visibility:
Influencer marketing is gaining serious traction within content marketing. The fact that anyone can publish online content has created a whole new class of citizen influencers - YouTube stars and celebrity bloggers. So how does influencer marketing work? Let’s say you are a marketing company and you write blog posts for your own business. You could consider asking an influencer in your niche industry to allow you to write a blog post for their website. Or you could request them to write posts for your company.
The techniques are endless. A particularly appealing influencer campaign was that of Lynda.com – an online learning resource through which users can develop their skills in a range of subjects from design and audio to music and photography. Lynda.com decided to rely on word-of mouth advertising to reach out to their target audience. They approached a popular YouTuber called Jack Douglass who integrated Lynda’s sponsored content into his weekly videos. Each week, he challenged viewers to learn a new skill at Lynda.com and showcase it on his show. The campaign was a huge success, and earned a lot of praise for Lynda.com. - Diversified Use of Content Portfolio:
Blogging as a format in content marketing is as effective as ever, and its influence continues to grow. If your company does not have a blog component yet, look up this useful resource - firstsiteguide.com – to get started. Many companies make the mistake of restricting their content marketing formats. Depending on the nature of business, explore from a variety of formats and channels to reach out to your target audience. Zendesk – a leading cloud-based customer service software provider, has excelled in content marketing by focusing on creating content for multiple channels in all formats including blogs, Infographics, SlideShare decks, webinars, whitepapers and videos. The company has a goldmine of content which Zendesk leverages effectively to acquire plenty of traffic and high-quality leads.
For more inspiration, read this post on 5 brands that are a class apart when it comes to their content strategy.
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