Article | September 25, 2021
Content marketing in 2022is one of the most prevailing medium of marketing that B2B marketers adopt to escalate their business. It allows marketers to share relevant, appropriate, and engaging content.
With the help of content marketing, you can easily attract your audience and convert them into long-term customers. In addition, content marketing also helps enhance Google visibility, performing SEO in a better way, create persuasive campaigns for different channels, encourage your audience to know more about your brand, and share your content with others.
Content marketing is an amalgamation of consumer-based and researched content to enhance customers’ engagement by providing valuable, informative, or entertaining content.
Let’s dive deep into how content marketing is significantly valuable, advantageous and gaining humongous popularity.
Marketing Research and Analysis
Research and analysis is the initial step to designing alluring content marketing. Before creating content, you must research competitors, trending platforms that you can utilize to publish your content, content appropriation, the voice of the content, statistics, survey, consumers’ perspectives on the different campaigns, trends related to industry topics, etc.
Researching for content marketing in 2022decreases the business risks and enhances your content’s quality in every aspect.
According to Judith Magyar, Senior Director of Strategic Content Development at SAP
For curating effective content, the key is to define your audience and identify what’s top of mind for them. Then think about what you want them to think, feel, or do once they access your content.
Buyer’s persona is the utmost important approach in content marketing. It allows you to understand your target audience thoroughly and intellectually. It assists in creating engaging and required content. Buyer’s persona simplifies the concept of content creation and improves your campaign.
The Buyer’s persona elaborates on the consumer’s expectations, habits, pain points, demographics, perspectives, etc. Thus, knowing about a buyer’s persona provides innumerable leads, boosts brand credibility, and enhances conversion rates.
Voice, Tone, and Style of Writing
The voice of the content means your organization communicates with its consumers or prospects. Tone expresses how you convey your thoughts on a specific topic. There are certain different guidelines that organizations follow while communicating with customers. Implementing these elements in your content creation makes your campaign qualitative and provides a unique experience to visitors or customers.
Qualitative and Quantitative Content
There are many challenges in content marketing that different marketers are facing, but one of the biggest challenges with content marketing is to create qualitative and quantitative content. There are various digital platforms where you can’t post quantitative content. It always differs from channel to channel and is based on consumers’ requirements.
Significance of Technologies
Technologies make jobs easier and time-saving. It also helps in improving content strategy. Different industries such as hospitality, education, IT, B2B marketing, tourism, fashion, etc., adopt cutting-edge technologies.
Prominent marketers implement different kinds of advanced technologies, for example, artificial intelligence, machine learning, natural language processing, sentiments analysis, etc. These powerful tools are highly advantageous to understand customer’s requirements, designing influential campaigns, making robust strategies, doing competitive analysis, creating content, enhancing customers’ experience, etc.
Different forms of Content in 2022
Different kinds of content, for instance, infographics, videos, blogs, articles, etc., have different purposes according to their usage. Therefore, you can utilize these contents according to your need or customers’ requirements.
Videos are quite catchy, attractive, and easy to consume. You can create an amazing impression on your target audience by creating alluring videos.
White papers are extremely useful for informing your audience by providing them narrative content, social proof, statistics, and valuable information.
Things to Avoid
There are plenty of rules or advice that can be easily found regarding content marketing.Still, the most important aspect of content marketing is to avoid the mistakes that numerous companies are doing. So here are some crucial points that you should follow while strategizing your content marketing.
Try to avoid creating controversial, political, or religious content. It can harm the audiences’ sentiments.
Avoid following each channel of marketing blindly to promote content.
Make sure there are no grammatical mistakes.
It is best not to use unprofessional language, jargon-filled or harsh language.
The priorities mentioned above are extremely helpful to scale your business in terms of profitability, lead generations, audience engagements, customers’ experience, brand recognition, and driving positive ROI.
Frequently Asked Questions
Which form of content is the most appropriate and influencing?
There are different forms of content such as blogs, articles, videos, infographics, whitepapers, social media, etc. It depends on what kind of audience or channel you are writing for.
What should be avoided for content marketing in 2022?
Compromising with the quality of the content, making fake promises, investing in all channels, lack of research, lack of evaluating experimented content, and having less information about buyer’s persona should be completely avoided.
What makes content unique?
Relevancy, informative or educating approach, SEO optimization, persuasive style, appropriate grammar, engaging content, adding trust factors, innovative ideas are the elements that make content unique and influential.
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Article | September 25, 2021
Content marketing now plays a key role for any brand and in any industry. However, at a time when users are constantly bombarded with information, creating valuable content is definitely the best strategy to differentiate your brand from competitors and at the same time, allows you to be more engaging.
In this post, we’ll dig into the factors that make content marketing a winning approach. We’ll also take a look at how to choose the most suitable content for your target audience and at the most relevant content marketing trends for 2021.
Before getting into the heart of the matter, however, it is necessary to give a brief definition of content marketing, identifying the objectives that can be achieved, and the fields where a content marketing strategy can be applied. Let’s get started!
Article | September 25, 2021
As we enter 2021 with a fresh and positive mindset, we are also entering the New Year with a brand-new set of tactics to help reach new consumers by placing brands, products and services at the forefront of desired audiences.
When it comes to brand marketing, storytelling is pivotal when trying to create relationships with consumers. By utilising emotion and taking a humanistic approach in this, brands are able to provide consumers with reasons as to why they should buy into their products, without a pushy, non-emotive hard-sell.
And with that in mind, Matthew Hayes, Managing Director at brand agency Champions (UK) plc, explains why storytelling is a must-have tactic for the year ahead.
The art of storytelling
Now more than ever before, resonating with the audience on a personal level is key, and what better way to do that than through storytelling.
Marketing doesn’t always have to be about a direct sales pitch, but rather a connection and relationship that has been built up over time. And with that, comes brand loyalty and customer retention.
When done effectively, storytelling is truly an art within itself. Sales should equate to product education rather than direct instruction. And it is this, that makes people subconsciously realise their need or want for a product or service.
Storytelling takes the customer on an educational journey, allowing them to understand the brand, what it stands for, what the benefits are to them and why its products are good value for money. This then leads customers to build strong feelings of want and desire, rather than just need.
This is all part of creating a brand. Customers begin to feel something about it, which is want warrants a business or product the status of a brand. And it’s this emotional connection that differentiates you from being just a commodity seller based on price, and positions you as a recognisable ‘brand’ that people engage with on a deeper level.
And research demonstrates that messages delivered as stories can be up to 22 times more memorable and effective than facts, which is why brand storytelling is a must-have tactic for 2021.
How to tell a story
Creating a compelling narrative requires a carefully devised long-term strategy. But, while this is an important element, what is perhaps the defining factor in commercial success is its ability to resonate with us, as humans.
Storytelling should be powerful and filled with emotion, in whatever capacity that may be. From laughter and happiness to sadness and grief, emotion can come in a plethora of varieties.
Emotion is what captures the consumer and when a story is both personable and relatable, it builds brand love and deepens the connection between the brand and the consumer.
Not only that, but emotion also impacts the purchasing decisions of consumers and without it, businesses are much less likely to make that all-important sale.
And if brands combine emotion with consumer needs, then they have the recipe for success.
With the rapid onset of digitisation across all industry sectors fuelled by the COVID-19 crisis, the way in which a brand tells their story is having to change in order to keep up with the times and meet the newfound needs of consumers and channels.
With the plethora of channels and shortening attention span of the consumers, video content is the best way to evoke emotion. Put simply, videos are more engaging and because of that, will continue to play an increasingly important role in the marketing mix throughout 2021.
They are easy to understand, digest and share and typically create a deeper connection between the brand and consumer, meaning that people will resonate with it much more.
Storytelling done right
No one is better at brand storytelling and investing in emotions than the world-famous Disney. From its theme parks and hotels to its films, merchandise and staff, the entire brand has been built from the ability to tell a story, and consistency of delivery.
For consumers to truly connect with a brand, they must implement consistency across their strategy, messaging and storytelling. And while there may be creativity in the way these messages are conveyed, the underlying messages and ethos must remain to be consistent.
The Disney experience plays a pivotal role in the brand’s story. It’s narrative and essence completely come to life when consumers interact with its offerings, taking on a role within the storyline. In doing so, deeper emotional bonds are created, bringing the brand to the forefront of both people’s minds and memories.
Similarly, gym-wear brand Sweaty Betty have also become well recognised thanks to its ability to tell a story. What began as a normal brand selling high-quality gym-wear that sat outside of the norm, became known worldwide for changing its narrative by becoming so much more than just a provider of gym-wear.
Sweaty Betty is not only a brand for women, created by women, but a brand that listens to its consumers. It’s messaging such as ‘respect your sweat’ and ‘empowering women through fitness and beyond’ is reflective of inclusivity, body positivity and raises awareness of diversity, using its brand, products and people to continue to tell that very story.
A must-have tactic for 2021
In order to keep up and remain at the forefront of consumers’ minds, brands need to focus their strategies on telling a story.
Storytelling is as old as mankind, dating back to cave paintings and the bible. And modern-day storytelling allows brands to use the full extent of multi-channel media, applying to all of the five senses. It allows the brand to educate, taking the consumer on an educational journey rather than advertising, which can only convey one message at a time.
It can build in sub plots, ethos, ethics and values, bringing the full personality of the brand as well as the people behind these brands to life, while also highlighting how these ‘personality traits’ mirror those of the consumer.
It is through this 'bonding' that the consumer can feel for the brand, rather than simply seeing or knowing about it. Feeling is a pivotal part of branding, and without it, the brand and its products, are just a commodity, based on nothing more than consumer needs and cost.
Brands are consumed based on a want or desire, with price being far less prevalent. Therefore, brands offer businesses far greater profit margins and a more loyal consumer base - the holy grail.
And when executed effectively, the story helps build brand love through evoking a deeper, more authentic connection with its consumers.
As a result, brand storytelling is priceless, and quite simply a must-have tactic for 2021 and beyond.
Article | September 25, 2021
Companies today are aware that the best way to reach potential customers is through content. 91% of B2B marketers and 86% of B2C marketers believe that content marketing is an important marketing strategy. Travel related content, in particular, can come in a variety of forms, from blog posts to social media posts and include written content as well as images, videos and audio.