Content marketing is defined as “a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience—and, ultimately, to drive profitable customer action.”
Marketers have certainly embraced content marketing—93% of B2B marketers are using content marketing, and B2C marketers are close behind at 77%. The amount of brand content being produced has exploded and it is not slowing down. 77 percent of B2C marketers and 76 percent of B2B marketers said they planned to increase their content marketing efforts in 2016. However, 56% of the respondents did not have clarity vision regarding their content marketing success.
As the influx of content continues, how do you differentiate your brand and gain clarity on your success.
The capacity of buyers to consume content hasn’t changed, so quality should be the focus of differentiation moving forward. The top challenge for content marketers will no longer be producing more content, but rather creating relevant content, in the right mix of formats, that connects with buyers on an emotional level. (2016 B2B Marketing Trends report)
Use social media networks both as a publishing platform for destination content and as a place to promote content on your website. Organic growth on social channels is still possible, especially when you make quality content that is relevant, but it is becoming increasingly important for brands to pay-to-play. Social advertising continues amaze in 2016. Facebook added 1 million advertisers in one year. The social network said 3 million businesses have now advertised on its platform, up from 2.5 million just six months ago. A year ago, Facebook had 2 million advertisers. Instagram recently revealed that it now has more than 200,000 advertisers on the visual social platform. What’s striking about that figure is that the app only opened its advertising to all marketers about five months ago.
When people hear information, they’re likely to remember only 10% of that information three days later. However, if a relevant image is paired with that same information, people retained 65% of the information three days later. (Source)
According to the Wyzowl ‘State of Video Marketing 2016’ survey of unique respondents, consisting of both marketing professionals and online consumers, 61% of businesses reported that they currently use video as a marketing tool. Of these, 66% were NOT using video just 12 months ago. In addition, the study found that 91% of businesses say they plan to increase or maintain their spending on video in 2016, and 67% of businesses say they plan to spend more on video in 2016.
Succeeding in content marketing over the next five years is going to be about publishing to multiple platforms and placing your content where your consumers are at the right time. Programmatic ad buying helps you do this. It’s now possible to use huge amounts of data to show people ads based on their online behavior or customer profile. It’s how brands will effectively build owned audiences and maximize their share of voice in a competitive landscape.
In a survey from Forrester Research and the Association of National Advertisers (ANA), conducted last month, Seventy-nine percent of respondents says they made programmatic buys in the last year. That’s more than twice the 35 percent who acknowledged doing so in the previous report in 2014. According to the survey, it’s because of such benefits as better targeting, real-time optimization, managing buys across multiple channels, ad personalization and the ability to target customers at multiple points along the purchase path.
A documented content marketing strategy influences effectiveness according to the Content Marketing Institute, 58% of the most effective B2C marketers have a documented content marketing strategy. With a documented content marketing strategy you are far more likely to consider yourself effective at content marketing and it will be easier to justify a higher percentage of the marketing budget to be spent on content marketing. You can download the Essentials of a Content Marketing Strategy here.
With so many different ways to reach your audience, it’s important to stay on top of the latest tactics and trends in the ever evolving field of digital marketing.
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OUTDOORFLICS is a Digital Division of Adventure Advertising, LLC. With so many different ways to reach your audience, it’s important to stay on top of the latest tactics and trends in the ever evolving field of digital marketing. Follow us on linked in to stay informed.