The Future of Content Marketing – What to Embrace
Content marketing has emerged as one of the most effective strategies in eCommerce. This marketing approach entails creating and distributing high-quality, relevant, valuable and consistent content for acquisition and retention of customers. Whether you want to boost ranking on search engine results, boost sales, or improve your brand’s visibility, content should be at the core of your marketing campaign.
Whatever the size of your online business, there are many reasons to invest in high-quality content as the numbers prove. Content marketing is 62% less costly compared to traditional marketing. Better still, businesses that use this strategy enjoy 6X higher conversion rates than those that don’t. And there’s more, 92% of marketers say their businesses view content as a business asset.
The Slump in Content Marketing
These numbers paint a beautiful picture regarding the potential of content marketing but this is just part of the story. Content marketing tactics continually changing and this calls for adaptability by marketers.
Many marketers complain about their frustrations when trying to leverage content in their campaigns. Like other popular marketing channels preceding it, content marketing peaked and inevitably slumped. Many marketers who had invested heavily in traditional forms of content marketing had nothing to show for it.
Almost every eCommerce website tries to impress search engines by integrating a blog. With millions of blogs competing for attention, you have to appreciate the daunting task ahead. Consumers are almost drowning in content and this makes it hard for your brand to stand out from the crowd.
However, this slump doesn’t discredit content marketing as one of the best eCommerce marketing strategies. In this environment, you have to adopt the new content marketing trends fast to gain a competitive edge in your niche.
Tips to Embrace the Future of Content Marketing
To leverage this marketing strategy, you have to look to the future and discover how it will pan out. This entails discovering the trends in the industry and integrating them into your campaigns. Here are some of the trends that will define the future of content marketing:
What purpose does your content serve? Do you create content for the sake of it? These are tough questions you have to ask when revising your content strategy. This is because the future of content marketing lies in problem-solving content.
Internet users want to find content that will inform and educate. Such content helps consumers find solutions to their everyday problems. To prepare for the future, you need to identify problems your target audience faces and give them solutions through your content.
Evergreen Content doesn’t lose its appeal quickly and this is one strategy that can boost your marketing campaigns over a long time. While temporal content might seem effective, it loses appeal quickly and has short-term relevance. Evergreen content generates compound ROI, which is what every online business seeks. It is tedious to create temporal content and also costly and this will only have a limited effect. You can partner with a professional blogging company to get high quality and evergreen content for your site
Fresh Relevant Content (Not Generic)
There’s so much content out there and it is easy for your blogs to get lost in the deluge. However, you can stand out by sharing unique life experiences in your area as opposed to generic content.
For instance, if you sell used cars, why not share your experience when buying your first car and how things have changed? This is a novel approach compared to offering generic tips on buying a used car.
Originality in content creation is a big part of the future of content marketing. Google loves original content and so will your readers.
Transparent, Authentic and Value Content Marketing
Google’s Rank Brain is part of Google’s core algorithm. It uses machine learning to evaluate search results in terms of relevancy. This calls for marketing authenticity and transparency in your content marketing strategy.
When creating content, choose topics that offer value to customers, and ensure to state your company’s aims clearly. Don’t promise something you can’t offer in the use of keywords, titles or Meta descriptions.
Google has emphasized search intent and this is clear through the additional information it offers within its first results page. Snippets are an important part of content creation as they explain the topic in miniature and digestible formats. They help searchers easily find the general information they need even if they don’t click.
You should use targeted long-tail keywords for better ranking on SERPs. You should also create solution-focused, long-form content that offers clear answers to search queries.
Data-Driven Content Creation
To determine the type of content you need to write, you should start leveraging data. Big data is no longer a buzzword but a reality. You should start collecting data across all channels to narrow down your target audience, understand it better and determine value content to share with the audience.
Content marketing is rapidly changing and you have to adapt your strategy to cope with these changes. Meeting your business objectives using this strategy is already tough but things will get worse if you don’t prepare for the future. These strategies give a sneak preview of the future of content marketing. By integrating them into your strategy, you will stay ahead of the pack.