With the rapid developments in the World Wide Web and the rise of social media, content marketing has emerged to be one of the biggest game changers in the field of marketing. Various businesses and brands are now attempting to get closer, be more communicative, and be considered as thought leaders within their market in an effort to foster loyalty, trust, and growth of their market.
However, many still carry misconceptions about content marketing. Truth be told, it simply isn’t enough to come up with any sort of content, post it, and let the rest fall into place.
As pointed out by the Content Marketing Institute, content marketing is 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”.
This means that content marketing requires a strategic approach so that it maximized its usability for the business. To start off, you will need to have defined your goals for your content marketing strategy, plus a clearly-defined audience identity that goes beyond mere demographic profiling. It’s important to know what they want, what their problems are, and how you can solve it for them.
When successful, content marketing can be your greatest weapon. Its quality adds value to your audience, which is a highly important factor for driving traffic back to your website. Quality content gives them something worthwhile for their time and effort spent on your website, and will likely engage with your content. Engagement ranks important to brands and is a good sign of customer loyalty and trust.
Aside from this, content marketing also establishes the authority of a brand. By delivering timely and helpful content for the niche it is aimed at, the brand builds an image of someone that genuinely understands its market and the problems they are facing, as well as how the brand can help them overcome these problems. With a brand becoming an authority, trust is built, and it is something that can influence purchasing decisions.
Your business’ SEO standing is also affected by content marketing. Blogs with quality content and are greatly connected to the brand have positive effects to the audience and to the credibility of your brand.
Google’s update in the recent years also takes into consideration the quality of content that websites publish, and deliver the appropriate treatment based on quality. Low-quality ones get penalized, while high quality gets boosted in SERPs. Over-optimized or “spammy”, keyword-ridden content that holds no real value are ignored by Google. The better your content is in terms of Google’s algorithms’ standards, the stronger the chance you land higher in search results.
With consumer markets and Google’s algorithms having ever-changing preferences and systems, it’s to be expected that marketing tactics, including content marketing, are also bound to change with each passing year. As 2017 runs its course, so are trends for content marketing continuing to grow and change.
Here are the eight biggest content marketing trends you should anticipate this year, as presented by this infographic:
About the author
Jomer B. Gregorio is a professional and specialist in integrated digital marketing and holistic SEO. He is the founder of Digital Marketing Philippines and CJG Digital Marketing. If you need an effective and high-performing digital campaigns for your business. Don’t hesitate to contact him today!