Content marketing is ever-evolving. It’s not a one-time activity you perform and forget about the same, more so when marketing campaigns are going digital. Content is the core of branding and helps in lead generation. Do you know why? Well, content marketing is effective in building your brand.
When you have access to loads of data and knowledge of your customers’ preferences, you can adjust your content marketing strategies.
According to an article published on https://www.searchenginejournal.com, you need to understand your brand strategy to succeed in your content marketing efforts. There are a couple of ways to build your brand strategy including knowing your basics, audience discovery, knowledge of keywords (KWs), developing authority using authentic content, practical content development, and have an editorial calendar in place for publishing posts.
In this article, we will walk you through some of the content marketing skills to build your brand in 2021.
Create customized content
Modern customers are well-read and knowledgeable. In simple words, they are perceptive of what is happening around the brand, products, and marketing. Therefore, you need to communicate with them in a more sophisticated or personalized way. It is essential because customer expectations have evolved, and so staying relevant is the key to your content marketing success.
Based on a report by Forrester, 92 percent of marketing experts did witness an increase in customized marketing. Now, when it comes to personalization, it depends on nothing but data. Therefore, you need to have more information related to your customers to create a more useful message for them. Decide what sort of information you would require like infographics, preferences, priorities, oppositions, and how customers use your brand messages or what you have on offer.
Use content topic, name, and email details to build a campaign, offering people useful information fitting the parameter. This way, you can keep an eye on when your audience opens the email or the links they click. More interaction with your customers will result in more personalized content.
Focus on voice search
These days, voice search is a new trend and people do it daily. You ask your digital assistant some questions without having to look at your laptop or smartphone. Did you know that voice search contributes to approx 20 percent of search, which is growing every day?
It will result in a movement in content, like the way you speak is not all the time in line with how you write. That is why you would need some time to adjust your content to normal language search, implying the inclusion of question-answers.
You can write in such a style by integrating complete sentence questions and use long-tail KWs in your content headers and titles. Make the most out of your near me searches to improve the normal language of the web pages or blog posts you want to rank for using these KWs. These little things matter much and the trend is on the rise in 2021.
Make your content succinct, to the point
The standard amount of words in a blog post has been increasing, though the attention span of online users is dipping. Long-form content does well when it comes to organic SEO. Then, when the page ranks on the first page of Google, will visitors read that content? Though long-form content is essential, you cannot suppose that it would be the correct size for each of your buyers. This is more applicable for your customers, who interact with your brand on social media platforms like Facebook, Twitter, or Instagram.
Short, crisp content performs better for the millennial generation, who constitute a majority of the customers. Again, Millennials prefer infographics and videos for making informed decisions compared to text-based content. That is because visual content is more easily understandable, colorful, involves movement, and narrates your brand message or story simply.
That is why you need to focus on infographics and videos when it comes to social media content and video platforms, where your target audiences are Millennials. You can repurpose a couple of your articles, blogs, whitepapers, and e-books as infographics for new, simplified content.
Choose niche content
Irrespective of the industry you are in, content saturation is a major concern these days. To be candid, most of the brands are churning out similar content and therefore, it becomes challenging to boost your organic rankings for specific KWs or search phrases.
Fret not. There is a solution to this problem. Some of the brands are composing extremely niche content to target specific customers. You can discover a niche topic by focusing on a service that you perform well, or a unique product meant for a niche audience. Avoid writing why app development matters and think of something like how fitness apps can help seniors stay healthy and well. This is a niche topic and caters to a specific section of the community. You can even think of other topics to make your content rank in the SERPs.
You can write something about your employees, like how your team brainstorms when working on app development. People who are looking for brainstorming ideas will find such content interest and relevant. Think specific instead of generic when it comes to your content ideas. You will find people in your team like designers, copywriters, or sales professionals, who can think of some creative topics that are specific to audiences. Think of content topics like employee diversity and the stories they have to tell.
Make the most out of user-generated content
When it comes to e-commerce marketing, user-generated content dominates the digital landscape. Studies show that 85 percent of individuals rely on content created by others, which is great, and you need to make the most out of this opportunity.
User-generated content impresses your potential customers, the audience feels your brand thinks about them, help in building a community, and you can use user-generated content without any cost or you can take help from digital marketing agency Auckland.
Now that you know what content marketing skills you need, it will help you create personalized content, think of niche topics, and take your branding to the next level in 2021 and beyond.
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