The worlds of advertising and editorial, once separated by a metaphorical (if not literal) wall at all media companies, are now blurring in very strange ways. In fact, let’s be honest, it’s becoming increasingly difficult to tell the difference between the two. Read to see how this has changed the content marketing game.
It’s important to see how content should change across formats and channels. That’s because content created for one channel, like a website or blog, doesn’t necessarily fit other content formats, like email or social media. Nor can you copy and paste it into your mobile content marketing strategy. If you want to reach your target audience in today’s environment, you need to understand that it’s a mobile world—and you need a separate content marketing plan for this channel.
Data, a competitive analysis, a content audit, a content strategy, and a style guide can all point you in the right direction, but your own instincts will tell you the best way to create anything for the brand and the tone and voice it needs.
Visual content is taking over the web. First it was photos and GIFs, and now it’s video. According to some estimates, video will account for as much as 80% of all web traffic by 2019. As if that wasn’t enough of an incentive to start producing more video content as part of your content marketing strategy to boost search results, create more engagement, and help you work better with mobile.
Many marketers have trained themselves to anticipate what to do next when it comes to sending emails, but how many do the same with our blogs, videos, and white papers? Often, marketers simply link to a page filled with content sorted by format, or worse, chronological dates. We are living in a world where our audience expects us to keep them at the edge of their seats. Are you living up to those expectations? Click through your content and see if you’re hooked to go past the...
As great as content marketing is, a “build it and they will come” philosophy only gets you so far nowadays...and that’s where email marketing comes in. Email marketing helps get your content in front of more people—specifically, your most loyal customers and most interested prospects. But email is about so much more than just content amplification. Find out some ways that email marketing makes your content marketing work harder for you.
In an effort to stay competitive, many media companies, marketing teams, and news organizations are employing teams of robot reporters to crank out stories using very basic templates created by human editors. These robot content writers are starting to show up in other areas as well, raising questions about what impact all this machine-generated content is going to have for the future of digital content.
Think about your favorite cake. What makes it special? Maybe it’s the icing or tasty filling. Maybe it’s the chocolaty layers or extra moist texture. To you, this special cake tastes better than an average cake. It stands out because it has all the right elements. It’s different. What if you could give this feeling to your customers? Luckily, with the right content and an amazing experience, you can.
Marketing is a conversation, and conversations almost always include storytelling. Look at it strategically. What emotions are you looking to stir with your content? Are you looking to educate your audience? Inspire or energize them? Emotions and empathy are the keys to making your storytelling and content marketing great.