Which strategy do you follow regarding content marketing? In order to define the right content strategy for your organization, it is essential to have a good understanding of the trends.
This blog offers the insights you need, so you can choose for the right allocation of resources.
Trend 1: Getting the consumers’ attention is key
A way to deserve consumers’ attention is providing them with content that’s really relevant.
Content marketing isn’t new, but is still going strong. But posting new, unique content on your site on a regular basis, is not enough. Every day around 92,000 new articles are posted on the internet. Big digital media publishers have systems to help them produce an enormous amount of content at a very low price. And so the fact is: smaller businesses won’t be able to compete, based on sheer volume.
How can you differentiate your content?
So how can your company differentiate itself in the market? This is where the development of a content strategy comes into play.
When developing a content strategy, it’s important to identify the marketability of the product; the value proposition. A great way of doing so, is to use the FCD grid, developed by Richard Vaughn:
This is how the grid works:
1. A “Think” product: the consumer heavily considers before purchasing. These type of products usually involve a high amount of research (Learn & Feel) and personal effort by the consumer before purchasing.
2. A “Feel” product: emotion plays a pivotal role in the buying process (first Feel, than Learn).
3. A “High involvement” product: the consumer is heavily involved in the buying decision and the products are generally more expensive or ‘purchased once’ like opening a retirement account or a wallpaper.
4. A “Low involvement” product: mostly impulsive purchase. Once a consumer decides they need this product, not much time will be spent. The price of the product is usually low with instant satisfaction as a result.
How to set your content strategy goals right:
1. A “High involvement” or “Think” product means:
– the consumer will spend significantly more time researching the product;
– reading / watching product reviews is something the consumer will certainly do;
– identifying product features, assessing if this purchase is worth the cost, etc.
Content goals are:
– provide plenty information on the product features and benefits;
– let the product and brand awareness grow, so consumers will both discover and search for the product.
2. A “Low involvement” or “Feel” product. More time should be invested in:
– connecting with consumers;
– appeal to their emotions
Content goals are:
– focus on building brand loyalty;
– focus on retention (repeat purchases)
Trend 2: Combine key metrics to measure your content’s success
Traditionally, analyzing traffic and page views for a long time have been the top-3 metrics to measure the content’s success. But focusing only on these metrics can be misleading and can lead to wrong assumptions.
For example: a user finds exactly what he’s looking for on your site, and bounces, that’s not necessarily bad. Perhaps, he landed on your landing page and found the exact information he was looking for.
Set the right goals for your content
So determining the right metrics for your organization’s content depends on the goals for the content. For example:
– do you want to maintain an engaged community?
– do you want to develop brand advocates?
– do you want to build brand awareness?
– and/or to convert users into paying customers?
– maybe it is a combination of these goals?
The best option is to use a combination of metrics to analyze and target. A key metric could be: combining % returning visitors + organic traffic + tracking changes in bounce rate and time on site.
Trend 3: Create content for multiple channels
Marketing is especially challenging because of the growing number of digital channels and innovations. It’s hard to decide where to spend the budget, effort and time to. It’s the lack of budget to implement these strategies in an ideal way, the lack of time to implement all of the goals and the everyday battle with re-adjusting priorities.
There is a change in the way consumers shop. It’s becoming more and more important to provide your consumer with a “seamless retail experience.”
Like this: the internet is used to research and review price, products, value and service. The consumer expects a seamless transition of content from online marketing channels (social media conversations, display ads, website and videos) up to in-person conversations.
This seamless experience requires content to be heavily involved in different channels: from online to in-person, in order to provide potential and current customers with one consistent conversation.
Trend 4: Content in new mediums
New technology and new digital innovations are growing incredibly hard. Nowadays a desktop computer, being a connected device, moved to the background. Devices like tablets and smart TVs are about to go mainstream. The competition for attention increases, companies will be increasingly willing to experiment with content in new mediums to reach their intended audiences.
There are good examples of brands that embrace new mediums for content, like a well-known retail store in America: IPads surround the store that provide ‘how to tips’, items can be scanned to reveal product information, several interactive kiosks allow users to explore different fragrances or gain understanding about skincare, a mobile app is available which is in line with their other online and social media content. And, of course, all of the content can be shared on social networks.
A unique value proposition is crucial
This is the foundation from which marketing strategies and execution will grow. Within this proposition the right metrics can be measured and all future marketing strategies are prioritized. There is no time to lose to deal with, as this is a great challenge!
Featured image by: www.paceco.com
Source: The Future of Content: Upcoming Trends in 2014 by Stephanie Chang