Content Marketing Rules
ALTA Digital loves content and you know it. In fact, we’ve devoted a great deal of time to crafting inspiring content marketing initiatives, email campaigns, and some of the most informative blog posts written this year.
Why? Because content has become a must-have and a major technique. And this is true for all businesses.
Whether you own a small business or simply have a unique blog you want to expand upon, you know that content marketing is not a fad: it’s a super-important weapon that you should have in your arsenal if you want to succeed in your Journey of Transformation. Indeed, with digital transformation making waves every single day, it’s important to focus on creating the best content marketing strategy possible.
But how can you be sure that you’re following the right content footsteps and coming up with a strategy that’s bound to succeed? By reading this content marketing article, you’ll learn more about the content marketing trends and the ideas that will change the game in the near future.
Top 6 Content Marketing Ideas
1. Artificial Intelligence
How will content be influenced by the advent of Artificial Intelligence? Nobody knows for sure, but you can start to get an idea by focusing on the changes which are already happening.
In fact, AI is already showcasing an impact when it comes to the realm of content marketing.
How? With incredibly detailed analytics and machine learning, AI can now collect and interpret remarkably powerful and large data sets. Something which would take months of hard work can now be done in a few seconds.
What does that data-collection bonanza mean for content marketing? This revolution will actually allow all content experts to craft much better content marketing strategies.
The more collected data you have about a specific audience such as their preferences and interests, the more ways you have of effectively coming up with content that not only engages users but also delivers the exact type of content they want to read.
What else can you do with data that will help your content marketing initiatives? You can actually design super-targeted audience segments. This means you’ll be able to create hyper-personalized content for each of your segments.
Personalization will be based on your audience’s purchasing patterns, interests, geographic locations, and even their personality traits, guaranteeing you can create the right type of content every single time.
Why is personalization so important?
Here are some key personalization facts for you to know about:
- Marketing that’s based on personalization converts more than normal marketing (4 times higher!)
- Lead nurturing that takes personalization into account guarantees an increase in sales opportunities - a 20% spike
- 94% of digital professionals state that personalization is critical to their company’s success
2. Voice Search
What is voice search? Voice-enabled search allows users to actually use a voice command to go about searching the internet for info.
Using their voice, people can search for info on websites or apps, in such tech as Cortana, Siri, Google Voice Search or Amazon Echo.
What’s the big deal? First and foremost, content marketing experts must pay attention: 50% of all internet searches will be voice searches by the year 2020.
This means content advocates must be able to adjust their content bearing voice search SEO in mind at all times.
Juicy keywords will shift and change. No longer will content be optimized taking the written language into account.
This means you must create content that manages to utilize specific voice search keywords that will allow your articles and posts to gain a competitive edge in the near future.
What’s the problem with voice search optimization?
Simple: apparently, each voice search device is actually taking their data from different sources. This means each voice search tech offers completely different results.
Does that mean you must enter into the Pit of Despair? Absolutely not!
You can and should ensure your content is going to be picked first. You should be able to dive into exploration mode and read more about voice search optimization and the featured snippet - the text box which appears on Google search when you make a query, containing digested info on a particular topic.
Optimizing your content for voice search will allow you to get more featured snippets and increase your chances of success in the realm of content marketing.
But how to go about adapting content to natural language search?
Follow these simple steps:
- Ensure your site is mobile-friendly since most voice searches come from mobile
- In order to help mighty Google find the right answers for its snippet feature, use Google Sitelinks and rich snippets
- Don’t forget that your keywords should take the conversational bent of voice search into consideration
- Use specific and long sentences in both your headers and titles
- Guarantee each article contains full-blown questions and answers since most voice searches are a question looking for an answer
3. New Formats
Testing, testing, testing. Is there a more appealing verb?
At the end of the day, testing is that which separates select content emperors from the general hoi-polloi.
What does that mean when it comes to the content ideas you must take into account? This is the year to start a podcast or test content in a cool video format.
You must always be able to experiment and try new things since content marketing isn’t a stale format: it will demand attention to detail, a love of experimentation, and the ability to take risks.
Since everyone seems to be diving into content these days, you should be able to keep testing new formats, content forms, and ideas to ensure you don’t lag behind.
Test long-form, short-form, and don’t be afraid to go all in on social media - Instagram Stories can be a pot of gold!
What can’t you forget about? It doesn’t matter what you test: the only thing that matters is that you keep it fresh and original at all times. Non-original, dull, drab content will remain at the bottom of the pile, pining away in Internet’s darkest corners.
This year, go full-throttle and try new formats, analyzing data to see what works and what was an experiment in failure. Without taking risks with formats, content types, structures, and themes, you won’t be able to survive the transformation that lies ahead for content marketing strategies.
Don’t believe the hype?
Here are some stats that will allow you to understand how effective omnichannel content marketing really is:
- 87% of customers state that brands should increase the time spent on developing omnichannel strategies
- 98% of product buyers use more than one specific device throughout the day
- Businesses that have devised omnichannel marketing strategies have reported a year-on-year increase of 91% when it comes to their retention rate
Most marketers have failed: they can’t leverage storytelling to save their lives. Brand storytelling is the name of the game and those who can’t hone the skills they need to do it right will suffer.
This technique is really all about crafting a whole experience - a story that manages to catch the reader’s attention, keep them locked inside a vortex of engaging storytelling, and weave a tale that effectively means something.
What can the story be about? It can be about a company’s employees, a brand’s history, the daily routine of factory workers, and a plethora of other human-angled stories.
The key? To maximize a website’s ability to engage and appeal, telling readers about impactful experiences, important aspects, and memorable facts.
That’s the only way to boost engagement with storytelling and power-up the potential of this content marketing idea.
5. Data-Driven Power
Remember that content marketing manager who decided to just wing it and leave data alone?
Where’s he now? Nowhere to be seen, I guess.
Data-driven decisions are the difference between success and failure in the arena of content.
What’s the key with data-driven content marketing? Being able to measure the satisfaction of your readers, customers, affiliates, etc.
Satisfied customers, readers, or buyers will get inside your content carousel time and time again, lured by the powerful words and beguiling worlds you’re able to create.
This year, focus on the data that allows you to:
- Measure the average time spent on a specific page
- Understand where in the website users decide to drop out
- Know how your content impacts Bounce Rate, Exit Rate, and the Number of Sessions
By taking that data into account, you’ll be able to take conversion rate optimization to a whole new level, creating content, changing layouts and features on your website, and adjusting specific parts to make sure users have the best possible user experience.
Never forget: a plan that leverages the power of website-gathered data will allow you to have more time to test and try new things.
Without really knowing how customers, readers or buyers interact with your website and how they perceive your funnel, you won’t be able to create a content marketing strategy that stands the test of time.
How does ALTA use data when it comes to content marketing?
We explore Google Analytics, Kissmetrics, Chartbeat, Woopra, SE Ranking, Domo, Sisense, and Piwik every single day.
These different analytics platforms are some of the best places on the planet to get juicy data on your target audience, understand where on your website they decide to leave, get a close look at the Bounce Rate and the Average Time Spent on Page, as well as understand whether or not the content you’re creating manages to engage with readers.
By checking analytical data on a daily basis, the ALTA team gets to:
- Ensure the content created meets the needs of our customers
- Reshape new strategies taking data and facts into account
- Consistently create the type of content we know our readers love
- Define KPIs for our clients
- Track results and iterate strategies
6. Get Real
Here’s an idea: creating content that is able to be both authentic and genuine.
Why? Because - this year - if your content fails to actually reflect your voice, the value you add to the audience, and your philosophical mission, you won’t succeed. No way.
Let’s look at some data that allows you to understand how important it is to be genuine and get real:
- 94% of consumers state that they remain loyal to brands that showcase transparency
- 86% of customers believe authenticity is key and that it actually leads to a purchase
- 73% pay more for products if the company that sells them promises transparency
The gist? Your content needs to be as real and authentic as possible.
If there is even a hint of phoniness about your output you will:
- Lose credibility
- See your appeal vanish
- Witness an increase in the Bounce Rate percentage
- Perceive a Conversion Rate meltdown
This year, ensure your content speaks to some kind of truth or philosophy, and that it stays true to that.
Consumers are intelligent, content-savvy, and learned. They analyze, do their research, and know whether or not a brand is lying. They demand values, a focus on genuine appeal, and straightforward language.
Content that’s convoluted, different articles on the same website that state completely opposing views, or a lack of overall coherence will all be severely punished in the short term.
Content marketing isn’t just about selling a product or amping up a brand: at the end of the day, it’s about providing added value to a specific target audience. Either you educate, engage, or entertain, make sure you communicate with genuine authenticity or risk losing the trust of your customers, readers, or affiliates.
Here are the steps you need to take to make this happen:
- Provide value by helping your readers accomplish something - create a guide, an expanded article, and content that manages to educate in some way
- Make sure your content is aligned with both your powerful mission and catch-all message
- Create a comforting website environment for readers or customers to engage with
Content Marketing Gets Inspired
Content marketing is always changing, allowing marketing pros to know they must adapt and shape new strategies focusing on voice search, personalization, genuine appeal, storytelling, and data-driven ability.
Testing new ideas and improving upon old ones will allow you to gain new insights, inspire your readers, and leverage words to create highly-appealing stories that capitalize on great content. That’s the only way for you to boost the power of creative technology, and ignite a brand-new Journey of Transformation.
Here at ALTA, we will always perceive content as a remarkably crucial technique. It allows us to inspire our readers, giving them access to constantly updated info on the latest trends and topics.
What about you? Does your business see content as an invaluable investment that showcases a great ROI, generating leads like nothing else?
Let us know in the comment section below!