Content marketing remains among the best alternatives for businesses looking to grow their top line. However, the niche itself is fast-changing on the back of changing demands from the audience. Every year, new trends emerge and content marketers must respond to them to stay relevant.
Simply, content marketing entails sharing material with the online audience for promoting certain products or services. This material may include videos, e-books, educative articles, and webinars among many other items. Ultimately, the primary focus of the content is to point the audience in the direction of a certain item or service. Oftentimes, the content intends to raise and answer pertinent questions. As such, a content marketer should be able to have sharp anticipation instincts, to anticipate issues that the audience might have concerning the product or service in question.
Content marketing employs indirect marketing techniques to appeal to the desires of the audience. It takes some sleek and smooth usage of words to rope the audience in the orbit of your product without seeming overt while at it. For businesses that opt to hire content writer, it is always helpful to ascertain that he/she can rise to the occasion.
The content marketing ecosystem is dynamic and changes happen frequently and fast. Chiefly, the definition of good content, content that can turn the audience around, keeps changing in tandem with shifting preferences. What does this tell you? You need a finger on the pulse of the audience, and that you should never lift that finger! Granted, the content marketing ecosystem might seem easy and unchallenging but many people feel different. On that account, this article intends to provide you with a definitive guide to help you through 2020. Here are some tips that might be helpful.
Tip 1: Go back to the basics!
Content marketing may not always appear the way you think it is for the very reason given earlier on. The field is dynamic and changes happen frequently. Oftentimes, good content marketers drop by the wayside because of the disconnection from the foundation of the craft. Successful content marketing always has an eye on what the craft is all about, the core objectives of a content marketer, best practices and so on.
This year, you need to remind yourself about the definition of content marketing. Archaic as it may seem, refreshing your memory about the definition of content marketing will achieve two critical objectives. Firstly, it will reconnect your experience with the foundational tenets of craft. Secondly, going back to the basics will help you to set clear objectives based on the type of content you are producing.
Certainly, the nature of content changes alongside the changing preferences in the market. For example, social media content marketing is not the same today as it was 12 months ago. This is because the concept of social media itself is fluid. Interactions on social media platforms change and the content that catches the eye evolves every single day.
A good example is the evolution of the Instagram Stories feature on Instagram, which is now a common feature on all Facebook products. Previously, the stories were an opportunity for users to display their latest photos and perhaps some short but funny clips. Presently, the stories are among the most followed features across all Facebook products. Consequently, content marketers may want to produce short and funny clips that can easily go viral to take as a content marketing strategy.
Furthermore, reconnecting with the foundations of content marketing will help you to re-examine your role in the whole process of content marketing. When was the last time you wondered who you are? Granted, you have over five years or even ten years of experience in content marketing, which means the insights you know about the industry are priceless.
Nonetheless, the fact that the long experience may result in overconfidence could work against your edge and the ability to adapt to changes. Oftentimes, experience and overconfidence breed complacency and a “learned” attitude. However, you should always remember that the learned will always be left behind to fix a world that does not exist while learners will always adapt to the new world.
Tip 2: Identify and understand your niche
The basics of content marketing enable you to navigate the industry with ease but that is just the beginning. Content marketing gets challenging every year because the audience is dynamic. As the audience gets exposure to more information, they continue to redefine their preferences. Besides, new technology trends alter the way people consume digital content, which affects the relevance of the content.
Despite this, great content marketers always find a way to reach the audience and to register the desired effect. However, you must come up with a strategy and follow it. First, make sure that you are clear about your niche. Are you creating content to market wellness products? Secondly, make sure that the content that you produce shares information that is relevant to that niche. In like manner, understanding your niche will help you to define clearer and smarter goals.
If you are not doing the content creation yourself, it is advisable to hire a dedicated content writer. This arrangement is beneficial to you in that you will work with the content writer right from goal setting to furnishing of the product. Primarily, defining your content marketing goals (or working with the content writer in goal defining) helps you to know the type of content that you are looking to create. Then, this step will offer a clear foundation concerning what you would like to do with the created content.
Tip 3: Create a persona for your audience
Statistics show that there the number of active internet users is about 4.33 billion. Unfortunately, these people have little in common in terms of interests and the content they consume. Instead, the content these people consume is diverse and dynamic based on their preferences. Never think about trying to reach even half of these active internet users. This is because, first, it is difficult, and second, it will sap your energy that could have been focused on a section of the population and with better results.
Accordingly, you need to research the audience thoroughly. The primary objectives of researching the audience are many but the most critical ones include the following. In the first place, researching the audience enables you to profile it in a way that is easy to approach. This includes looking out for unique characteristics like the most preferred content, the length of time they spend online, and so on. In the second place, obtaining details about your audience helps you to refine your goals and to channel your resources better.
Creating a persona for your audience has the following benefits. Firstly, you will be able to know the questions that the audience is asking. Having such knowledge makes it easy for you to tailor the content to the liking of the audience. Usually, the questions that people ask reflect their pain points. Once you tease out the pain points of your audience, you will be in a better position to produce content that resonates with them.
Secondly, profiling the audience enables you to identify the problems that the audience is facing. For example, if you operate in the wellness niche, you will be able to produce more accurate and relevant content if you identify the main problem as the prevalence of fake products. This way, you will be answering the questions that are bugging the audience as well as providing them with solutions through your products.
Ultimately, content writing is not about how much you love the content you create. Instead, the question is whether the content will resonate with the target audience or not. Remember, the more people find your content relevant the more people will want to read it. This way, your content will rank higher on the search engine results page.
Tip 4: Research keywords
Sure, you have a clear idea about who your audience is and you know their problems. However, you need to ensure that actually, the people will find your content when they enter their question in Google’s search box. How do you go about this? The short answer is keyword research. Usually, internet users tend to use certain words or phrases when searching for content on the web. As such, it is upon you to find out the most popular keywords in your niche so that you can incorporate them into your content.
Researching keywords will show you what phrases or words you should avoid when creating your content. Besides, keywords reveal the intent of the audience. Is the audience just looking to be informed or is it looking for suggestions of products to buy? To this end, keyword research will enable you to identify the keywords with the highest intent. This way, your content will be much more relevant you will rank very high in SERPs.
Tip 5: Create topics that are relevant to the needs of your audience
Content is king. This phrase may be a cliché but we will use it here to emphasize that the content you create must cater to the needs of the audience. This is a critical phase in content marketing especially in 2020 because the audience is smarter. Fortunately, technology has made it easier to get professional assistance from anywhere in the world to help where you feel out of depth. For example, you can hire a dedicated content writer India to perform content ideation activities aimed at producing relevant material.
Here are some suggestions that may be helpful, especially if you are creating the content yourself. Firstly, search the internet for what your rivals are writing about. The information gleaned from the search will enable you to identify the kind of problems that are prevalent in the niche. Secondly, perform searches on Google Suggest and social media sites to find out what information people are searching for more. Social shares over social media sites will help to refine the information. Relying on more than one platform to find this information reduces the chances of getting it wrong.
Tip 6: Leverage visual content
Blog content and educative articles might be what you are most comfortable producing but you do not want to come across as bland to your audience. Varying how you deliver the content matters a lot. Always ensure that you mix the medium through which you deliver the content for the maximum impact.
Visual content is a welcome shift from the monotony of written content. The trick is that the audience gets to lift its eyes from words, no matter how carefully constructed they are, to take in rich graphics. This is a welcome respite for eyes that are tired from reading hundreds of pages of content. Eventually, you may be able to reach other people who would rather watch a long educative video than read a few paragraphs.