As predicted, 2015 is turning out to be a big year for content marketing. People are craving substantive content whether it’s about the latest gadget, their dream vacation or a new, hipster restaurant spot.
It’s pretty obvious when you look around. No matter where you go, everyone has their head down looking at their digital device. According to recent figures, more than 60% of web use now takes place on digital devices.
With so many different kinds of content out there, it’s hard to focus on what’s most important. As you plan your priorities, consider these 5 components of a robust content marketing plan.
B2C marketers who allocated approximately 30% of their marketing budget to content had the most effective ROI. And when presenting the budget to their C-suite executive, marketers need to demonstrate how priorities will be fulfilled with their allocations, rather than just leading with the budget figure they want. Give proof how the money already spent made a positive impact on the bottom line and explain how the new budget will continue that efficiency trend.
Marketers should also break large budgets down into the smaller projects and pilot programs, and show how they’ll increase leads and cut specific costs, such as operations or customer service.
Not all content is created equal. Context plays a big role in creating personalized content that can influence consumer behavior. Context lets you develop unique insights to create better marketing across all devices, channels, localities and brand experiences.
Context not only takes the ‘who’ into account, but the ‘when, where, why and how’. Context lets you target personalized content to consumers at a deeper level.
While 150-character tweets may still be working in most circles, we’re seeing the trend to return back to full-length articles of 2,000 words or more. Consumers have grown weary of the typical 500-word piece – way too long to be social media and too short to actually tell a good story.
In fact, a study by Buzzsumo showed that people are more likely to share a lengthy, in-depth story than short topics that say next to nothing. But that doesn’t mean all content deserves to be 2,000 words. If you’re writing a piece and can only get to 500 words, the answer is not to keep writing 1,500 more words. Rather, pick topics that can be expounded to be a full article, tell a story that’s helpful rather than long-winded.
While quality content is the key to strong engagement, consumers want more visual stimulation than even just a few years ago. There is so much noise online today that it requires marketers to reach their targeted audiences through more visual storytelling. To get your content to stand out, it needs to be visually creative and it needs to be entertaining.
While anyone can create content, not everyone can develop content at a high level. Brands need to invest in professional writing. This can come in the form of freelancers, agency partners and content shops. Brands are becoming media. You must partner with experienced content strategists who can craft a strategy and provide the requisite partners for execution. If not, you will spend a lot of money and receive very little in return.