As the world of online communication continues to expand by giant strides and quantum leaps, and becomes ever-more mobile, the volume of data available to the info-seeking consumer will multiply, providing unlimited opportunities to learn, explore, and experience.
While all this data, instruction, and knowledge is a boon for the consumer, it presents both an opportunity as well as a challenge for the business world. The opportunity: multiple avenues by which to promotes one’s brand. The challenge: a fiercely competitive market saturated with advertising media. And as each brand vies for the attention of the masses via their digital marketing efforts, they must do so before an increasingly savvy consumer.
If ever there was a time to buy into the “content is king” strategy, that time is now, in 2019.
“Content is at the center of the connection between your brand and your customer – it’s either going to open their minds and heart to pay attention and care that your brand exists, or it won’t,” suggests Pam Moore, CEO, and founder of Marketing Nutz. “If you can connect with your audience in an authentic, human way, leveraging content to deepen relationships, vs. only selling, your results will exponentially increase.”
These tactics and tools will assist your efforts to chock up a “Win” in the content battle this year.
- Strive for the most original, relevant content
You’ve heard it a thousand times already—content should be unique and relevant. Actually, there’s no should about it. Not when more than three-quarters of consumers admit that personally-relevant content increases their purchase intent.
It’s a simple concept. Create your content, utilizing your organization’s ideas, the spin, take, and perspective that forms your brand. Think out-of-the-box, innovative, and deep rather than a shallow skimming of the hottest headlines. Incorporate your company’s unique personality and style into every article, post, and message, but resist the temptation to dress up tired, stale topics and old content with a mere brush stroke of what makes you, you.
Strive for fresh, vibrant, thought-provoking content that will keep readers coming back for more.
- Make voice search a priority
The 2018 increase in ownership and usage of the in-home devices Google Home, Amazon Alexa, and Apple’s Siri is predicted to continue in 2019 and beyond. The challenge for content marketers will be to align their content with the growing use of this popular and fun way of seeking information.
Consider the how and what behind the consumer’s use of this personal source of information. Create headlines in the form of a question one might pose to a smart device. Brainstorm practical, relevant—there’s that word again—topics that will line up with your product/service and the consumer’s interest and need.
- Strategize for maximum effect
“Content is incredibly powerful, but it won’t solve every business goal you set on its own. These tactics need a guiding strategy to maximize their effectiveness and secure audience engagement,” notes John Hall, co-founder of Calendar.
In other words, nix the, “What should we try this week?” approach in favor of a strategic plan birthed from a study of the organization’s purpose and goals. While copy-cat agendas won’t produce optimum results, because no two companies are exactly alike, beginning with primary areas such as SEO and thought leadership will get the ball rolling.
Are you standing out from the competition? ASJ Partners will help you assess your content marketing. We offer comprehensive marketing solutions and create unique, customized, and compelling campaigns that will articulate your staffing firm’s value proposition. Give our team of specialists a call today.
