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How Content Marketing has Changed and What You Can Do to Remain Competitive.
As content marketing becomes more critical to the success of your business, you must adapt to what consumers want. Traditionally, marketers have focused on producing traditional ads or commercials, but now the industry has shifted towards creating quality content for the audience.
The consumer palate for better and high-quality content is maturing; you must evaluate your content, change and evolve to stay relevant.
Content marketing has evolved from a one-off initiative to an integral part of business strategy in the past decade. In just ten short years, its landscape changed dramatically and continues to evolve as more people embrace technology.
In this article, we take a look at the transformation and how to make sure your content remains relevant.
The evolution of content marketing
According to a Google zero moment of truth study carried out in 2011, 88% of shoppers research a product before buying. The study showed the need for businesses to invest in content marketing.
There was evidence that online audiences, over time, would tell stories about business products. And it is best if a company shapes how they want the story heard. The only way of doing that was through content.
The zero moment of truth study also brought about search engine optimization. Google, in turn, developed the search ranking algorithm to prevent keyword stuffing. Content had to rank by keywords.
By so doing, Google can achieve its mission to provide users with high-quality content. And that leads to the revolutionizing of the content world.
The social media platform effect
The rise of social media platforms is considered one of the most disruptive trends in history. We can now personalize content for every user through vast data. This way, we can create a more engaging experience with our customers through these channels.
When you leverage the power of search engines to find a particular product, social media platforms can provide specific content based on your preferences. The trend has increased the need for attention-grabbing posts that people can easily share across various social media platforms.
Video as a content marketing platform
In the last few years, videos as a form of content have become a powerful marketing tool for brands. By 2017, 50% of consumers were on the lookout for videos featuring brands they loved and respected.
In the 2020s, video is an important marketing strategy, and use and exploration will continue.
As content marketing continues to evolve, brands have to vie for attention from their audience increasingly. You must understand what best suits your audience and come up with a strategy. Stay tuned as we focus on how you can win the content marketing war between brands.
So, how do you stay at the top of the content marketing game?
Optimize your content for mobile devices
In the next ten years, mobile traffic will likely increase 7x more. According to Google, searches on a smartphone account for 63% of all internet activity. It’s only becoming more popular as people turn their attention away from desktops.
Your business website needs not just high-quality content but also mobile-friendly content. An adaptive platform guarantees that prospects find what they are looking for, no matter the device they are using. This makes your site and content accessible both on desktop computers, tablets, and mobile phones.
Prospective customers should get all the resources from their mobile devices as they should on their desktop. With the future of virtual and augmented reality coming in this decade, you must make sure you have a mobile device content strategy for when they arrive.
Create purposeful and customer-centric content
Google’s ranking algorithm prioritizes content that gives the user the highest quality users. Google is always on the lookout for ways to improve search results, and you must focus on value-added value when developing your content strategy.
You need to understand your audience– which means knowing who’s reading or watching what we create. Then ensure you develop an emotional connection through the content you create.
Create different kinds of content
The next time you’re thinking about content marketing, don’t just consider blogs and articles. Infuse the different types of content into your marketing strategy. Content includes social media, video, audio, virtual trade shows, and mobile applications.
Determine the best platform for your business
“What social media platform is going to help you achieve your business goals?” is a question most business owners ask. The answer is really about which one your target audience is using.
There’s no one-size-fits-all content marketing solution. You have to design your content based on your business audience. Take advantage of analytics tools such as Google Analytics so that you can figure out which platforms will work for your business. In so doing, you can invest your time on the right platform.
Don’t discredit long-form content yet.
As more and more content marketers go for short videos, a comprehensive post may feel refreshing to your audience. Use a mix of short and long-form content to keep your audience engaged.
Content marketing is a long-term strategy.
There are many benefits of a content marketing strategy, but it takes more than just one good article or video for the strategy to work. It needs consistent effort every day over long periods to achieve lasting success with this type of campaign.
Develop a long-term solution for your content needs. Constantly review the solution to ensure you adapt to changes in content trends.
The future of content marketing is customer-centric. Marketers will prioritize more engaging and personalized messages. They will have to put themselves in the shoes of their audience to understand how they would want information or recommendations aimed at them.
The content marketing landscape is evolving, and as more brands focus on enriching customers instead of product promotion, research will be vital. Make sure to stay up to date with content trends in your industry. It’s important to create your campaign around the needs of who you’re targeting.
Finally, stay consistent and earn the trust of your audience. Develop a content strategy that will ensure your social platforms are interesting and informative. In the long run, you will achieve your goals.