As marketers, we are recurrently pacing up for new ways of engaging our audiences, expanding territories, and dealing with the most obvious threat- competition. With the advancement of technology, marketers surely agree that it has become easier to reach out to customers, discover their interests, and meet their needs.
However, just as marketing is quite simplified today than decades ago, you also must know that millions of marketers like you are certainly doing the same thing. This is because marketing has evolved, and in the contemporary world, almost every business swears by at least a single type of digital marketing form.
Content marketing is one of the best marketing strategies that any business can rely on to accomplish its goals. According to stats by HubSpot, 90% of marketers plan to continue investing in content marketing in 2022, and the percentage is expected to rise in the coming years. Here, we will explore several tactics for utilizing content marketing in the modern era.
The 7 Tactics for Utilizing Content Marketing for Business Growth
Identify & Focus on Your Target Audience
Since you’re in the business arena, you have probably witnessed the term target audience everywhere. Yes, because marketing is all about crafting and sharing content with the right audience. However, very few marketers may spare time to understand who their customer is, how to engage them, and how to make them loyal customers.
Long-time brands like Coca-cola, Colgate, Johnson & Johnson, and Nestle did not just become global names in a short period. Instead, these brands continually invest a good amount of time understanding their audiences, engaging them through different channels, and professionally dealing with criticisms.
For example, the company decided to stop manufacturing talc-containing products when the Johnson & Johnson baby powder containing talc was publicly criticized for asbestos, which is a cancer-causing agent. It also assured its customers about the safety of its products.
Whether you’re a novice or a marketing specialist, you have to study your target audience frequently. This means you have to understand the demographics and what attracts them to choose your product or service over others. In the modern world, there are many ways of surveying to help you know where your brand stands- YouTube; Google does this.
Know that your customers are spread across, and their consumption behaviors are also changing. It means you have to cultivate how to keep your brand relevant amidst the ever-increasing competition. For example, if most of your customers are from Facebook, invest more resources there; if they prefer online shopping, then facilitate it. If you realize a fall in sales, discover why!
Work with Modern Marketing Trends in Mind
Digital transformation is influencing everything around us with business marketing inclusive. Today, many marketers have embraced digitization to craft and implement competitive marketing strategies and cope with the evolving business world.
We guess you’re aware of the different platforms for creating and publishing content. Precisely, websites, tools like Mailchimp, and social networking sites like Instagram, Facebook, and YouTube. Marketers greatly leverage them worldwide to connect and engage with their audiences.
However, there is another side of the coin which is how to? Today, there are many ways of crafting content for marketing, but a few tips might help you break the ice. Personalization, chatbots, User-Generated Content, short-form videos, SEO, augmented reality and virtual reality are some of the modern marketing trends to follow.
89% of marketers plan to continue investing their efforts in short-form videos, according to a survey by HubSpot. SEO is also growing in popularity, and 28% of marketers currently use it to drive traffic. Following the emerging trends in digital marketing can help you optimize your content marketing results.
The bottom line is that your content marketing strategies need to be in line with the concurrent marketing trends. Remember, today’s thriving marketing trend may not be as effective six or eight months down the road. Therefore, staying up to date is the essential key to self-improvement.
Prioritize Engagement (Focus on Creating Experiences)
Many marketers leverage several platforms to engage with their audiences, but the results of their efforts differ. Do you know why? Modern marketing is all about being strategic and creating experiences. We may have the same message, but the way we deliver it, the time, and the tone all matter.
Trust me, customers come across all kinds of content on the internet, and in some cases, they already know what you are going to say before scrolling through the entire content. So, what’s the way forward? First, tell your audience how unique your brand is and why they should prefer it, and surprise them from time to time.
86% of marketers stress that content marketing is a primary consideration for engaging customers. Therefore, your content shouldn’t just fill up blank spaces on social sites but should be attractive, captivating, and convincing.
Focus on Quality
Content is king, but not every type of content can drive the point home to produce the results you want. High-quality content always wins! The quality of content can be measured by the number of social shares, the time a visitor spends on it in case it’s a website or blog, and whether the content has produced the desired results.
If you want to produce high-quality content, first and foremost, put your target reader in mind- think about search intent. You might even optimize results when considering keyword research before crafting content for your audience. For example, if you run an eCommerce website, ensure to provide short product descriptions and create a blog where you can tell your customers more about your brand.
When it comes to images, quality images and videos are everything! Science shows that the human brain processes images faster than text and that 40% of people respond to images better. So if you want to leverage the power of images, Still life photography is one of the best approaches to delivering quality content.
Crafting high-quality content for your audience can help you get more visitors, increase conversions, and lower bounce rates. Ensure to provide quality text, images, and videos whenever you want to engage with your audience.
It’s Not Always About Promoting a Product or Service
Want to lose your customers to competitors? Promote unnecessarily! Most of your customers know what you offer or what you do. So, they are longing for a relationship with you. Brands that aim to build long-term relationships with customers find it easy to cultivate a loyal customer base compared with their counterparts.
Apart from becoming more rational, modern consumers are looking for brands with which they feel valued. Therefore, building and maintaining healthy relations with your audience is essential. Communicate timely, provide feedback, award or appreciate loyal customers, establish trust and prioritize social responsibility.
Statistics from HubSpot indicate that 82% of marketers believe that social responsibility is a reliable content marketing tactic and can help build customer relationships. So take time to celebrate with your audience on the most important days, such as Christmas and World Health Day, or send out motivational quotes. They will surely feel that you care.
Content marketing is a long-term strategy, and in some cases, it may be difficult to understand its impact on your business. However, Key Performance Indicators (KPIs) can help you track the performance of your content marketing strategy.
60% of marketers measure their contenting marketing strategy through sales (HubSpot). However, you can measure your strategy’s effectiveness through ROI. Tools like Tableau and SEMRush are great for tracking KPIs if you run a service business. Set quarterly, monthly, or annual SMART goals and objectives to help you track your content marketing strategy.
The percentage of conversions, lead generation, and customer reviews can help you decide whether to follow your ongoing content marketing strategy or not. But, first and foremost, set realistic KPIs, allocate resources effectively, and exercise patience where necessary.
Follow Content Algorithms & Updates
Google, a popular search engine, upgrades its policies and guidelines that digital marketers need to follow to succeed. If your content marketing medium is primarily a website, you must take note of this. Considering Google search ranking algorithms can help you rank better in SERPs and optimize your SEO efforts. In addition, Google Analytics can help you measure advertising ROI, understand your audience better and track website performance.
Different digital platforms such as search engines, social networking sites, and technologies have different guidelines for users, and it is essential to run by them. In addition, brands use many other content marketing tactics such as blogging, email marketing, and guest posting to grow their businesses. Therefore, implementing a mix of the best content marketing tactics per your goals can produce remarkable results.
Byline: Jessica Robinson loves to write exciting and knowledgeable blogs regarding business management, education, and life to satiate the curiosity of her lovely readers. Currently, she serves as a content manager at the ‘Speaking Polymath.’ Every piece of content that she writes demonstrates her immense love and passion for her profession.