Content creation is a critical piece of an inbound marketing strategy and most businesses utilize it, even if they aren’t aware of it. Over an estimated 60% of businesses are employing some form of inbound strategy, meaning that we should be prepared for explosive growth in the way we all “do” marketing.
Nowadays, the average consumer has grown tired of the traditional, intrusive forms of marketing. Instead, they crave the unique, personalized information that a customer-driven content marketing strategy can deliver. So now some of you may be asking, “What is content marketing?”
Content marketing is all about providing useful, relevant information to current and potential customers for the purpose of building trust, developing brand loyalty, and raising awareness. By establishing yourself as an expert in your field through valuable content, you provide a solid foundation for any business relationship. Content development also strengthens these relationships by allowing your customer to always feel connected.
A few examples of content that we see in marketing are blog posts, email newsletters, PowerPoint presentations, pictures, videos, and even social media posts.
Read our blog on the importance of blogging for more information regarding this specific type of content creation.
Here are 5 content marketing trends that will change the way we do business:
1. Businesses are finally starting to define content marketing.
As mentioned above, nearly 60% of businesses already use some form of content marketing as part of their overall marketing strategy. However, some businesses probably couldn’t define content marketing if asked to do so. At least for now. Businesses will increasingly be able to explain what content marketing is, how it aligns with their overall goals, and why it is so important. The words ‘Content Marketing’ will start to carry distinct importance within organizations.
2. Everyone needs a “Director of Content”.
With the increased attention that content marketing is drumming up, CEO’s and other business owners will be inclined to develop content strategies. Greater awareness in leadership means a designated budget for content creation and content marketing managers. Companies that don’t assign content development and creation managers will most certainly lose out.
According to HubSpot’s 2013 State of Inbound Marketing Report, http://offers.hubspot.com/2013-state-of-inbound-marketing, a company is able to experience lower customer acquisition costs if they clearly define marketing and sales roles in relation to the content marketing experience.
Companies that continue to carelessly distribute these responsibilities will find that their content marketing is less effective and more costly than those who have a solid plan for content creation and distribution.
3. Mobile content marketing strategies separate the men from the boys.
Mobile usage has almost overtaken desktop’s. Incorporating a solid mobile content strategy is no longer a luxury. It’s a requirement if you want to win. Google’s new algorithm, “Hummingbird”, reinforces the fact that mobile content marketing is essential to your business’ success. When you combine a mobile-friendly website with quality content that people can consume “on the go”, you are placing your brand in a position to be a dominant, online force in your market.
4. Many companies will try to automate their content marketing, many will fail.
While content marketing can never be fully automated, some companies will continue to pursue ways of making it more efficient.
Sounds great, doesn’t it? Too bad these attempts will result in lower quality content, which will cause entire strategies to backfire. Not only do you risk wasting your marketing budget, or bad branding by releasing lower quality content, you may actually turn away more potential customers than you attract. While people will always search for a more cost-effective to release content, the strength of content marketing relies on its personal and customer-attentive approach. Unfortunately, that’s not something you can fake.
Many businesses are starting to realize that some things have to be done the hard way.
5. Brick-and-Mortar businesses have a new trick up their sleeve.
With the rise of mobile device usage, GPS has changed the way that local businesses can market their products or services to local customers. Smartphones are able to utilize location and personal-preference information to provide flash deals based on a user’s current location. While this technology has already existed, it is starting to become more prevalent as a way for small businesses to stand out online.
Brick-and-mortar stores that fail to adopt location-based content marketing strategies will see sales decline as their competitors take advantage of this opportunity. Tech-savvy businesses will gain a significant upper hand as they capitalize on the mobile device trend.
Overall, companies are going to have to increase their investment into content marketing. As a result, it will become easier for companies to allocate specific funding as they begin to realize the importance of content development. To learn more about how you can create an effective content marketing strategy, visit our website at www.nektur.com.