Content Marketing has fundamentally changed over the past few years as consumers increasingly rely on digital content. The number of global internet users has skyrocketed since 2005, and consumers now spend an average of 8.8 hours each day engaging with digital content. With such an increase in the absorption of digital content, your organization’s online presence must be a larger priority than ever before.
Cutting through the noise of emails received, blog posts read, and ads viewed is the key to successful Marketing in the coming years. Implement these 6 Content Marketing hacks to fuel your company’s growth in 2020 and beyond:
Identify and Build Your Audience
When dealing with a B2B business, your company most likely communicates with several types of target buyers across multiple geographic and industry markets. Ultimately, the more personas and languages your business targets, the more measures your Marketing team must take into account regarding effective marketing. Keeping each audience in mind when building content is crucial.
Additionally, focus on producing content that creates value for your audience. Adding value to the market, not just customers, through books, podcasts, and other forms of media, is more productive than strictly targeting potential customers. Thinking about the best niche for your company to create and produce content makes this process more effective.
Ditch the Forms
Forms are a trend of marketers’ past. Ditch online forms on your site and instead consider using a bot service, like Drift to open your product up to potential customers. This increases the chances of a Sale by educating the customer in real-time, rather than requiring them to fill out a form and wait for more information about your product.
Bot systems also facilitate conversation earlier in the Sales process which, in turn, eases the path to purchase.
Listen to Your Customers
Don’t just assume you know what your customers want. Listen, and re-visit, what your customers say to you. Utilizing call recording systems assists this process by allowing your team to keep and regularly analyze important feedback you received about your service or company.
Analyzing the needs and wants of your customers is vital to producing effective content. Helpful tools for gaining this information include online forums encouraging reviews and social media interaction.
Make Your Content Personal
Your company’s website must be personal. More often than not, content produced by companies comes riddled with tech talk and is difficult to comprehend. Writing conversationally ensures your audience understands what you have to say, rather than using tech jargon which may leave them confused and misguided — an all too common mistake made by modern tech companies. Write for the people, not for companies. After all, people buy from people.
Digging deeper into content creation and relevance allows your content to gain even more traction. Quoting others not only provides additional validation on the topic at hand but often experts or interviewees share their features with their networks — thus, increasing the reach of a piece of content.
Additionally, if your team struggles with content creation or diving deeper, hold weekly whiteboard sessions. One hour a week of collective brainpower leads to new, innovative ideas.
Don’t Force Keywords, Add Value
Avoid including keywords into content simply because your company believes it has the potential to be the most popular. According to BKA Content, writers should stick to one or two keywords per article. This ensures your content links to keywords but also isn’t overrun with them. Instead of only considering keywords, focus on a framework to guide your team through content creation and the client communication process.
Remember, You’re a Marketer for International Audiences
Research shows 42% of internet users say they never purchase products or services in other languages and your goal as a marketer is to reach audiences far and wide. As mentioned earlier, these audiences span across a multitude of geographic markets and therefore speak many different languages. One of the ways to personalize your content is through translation, ensuring it is readily available in the languages your audience speaks, providing the same experience in all languages.
Using translators or translation tools alongside a company glossary, style guide, and added visual context, guarantees potential customers around the globe experience the same intended impact. Your site’s effectiveness is only as good as your translation quality which starts with selecting the right translator. No matter which translation option you determine as best for your brand, regularly communicating with those managing your translation is vital as they must understand your company’s intended impact, tone, and message to properly translate your content.
If your business is looking to continue growing its online presence, these 6 tips will help your Content Marketing efforts compete effectively in the ever-evolving digital world. As the number of internet users steadily rises, and the realm of digital content advances each day, you must stress the importance for your global organization to have the necessary skills to grow your content marketing strategy, push past competitors and reach new customers.