Invest in content creation
The majority of B2C professionals said they have increased their spend on ‘content creation’ during the last twelve months, according to a recent study by the Content Marketing Institute. The quality of your creative processes can make a huge difference to your output. Competitors are doubling down in this area and so should you if you don’t want to get left behind. Audiences and search engines love high-quality content.
Personalisation is no longer a nice thing to have, it should be an essential part of your campaigns. Nine in ten marketers now use some form of personalisation across a variety of channels, so you need to move beyond the basics to satisfy end users. Tailoring content based on search and browsing history and preferences is key here. This will help to drive customer retention, generate better ROI and deliver more memorable experiences.
Build around blogs
Blogs have been the go-to content marketing format for big brands around the world during the last decade and there is a reason for that. They are versatile, enabling marketers to push though leadership and raise the level of discourse on a trending topic on one day, and then post simple how-tos and step-by-step guides during the next. Whether you need short, bite-size content or 1,000+ word editorials, regular blogs get the job done.
Expand your horizons
When you have an informative blog up and running, it may be time to branch out and see how other forms of content can amplify your messages. Today’s content landscape is dynamic, covering multiple channels and devices so you need to supplement the written word with other formats capable of engaging people far and wide. Video is a great option as audiences are consuming more visual content than ever before. You could also use create infographics, or snackable social media posts.
Don’t forget to be authentic
Authentic content is the gold standard for consumers as 90% say transparency matters for determining what brands to follow and support, according to a survey released earlier this year by Stackla. However, only 51% say brands are able to do this effectively, so there is room for improvement.