Give your audience that content that they need first, so they’ll come to you — that’s the gist of content marketing.
It’s a pretty solid strategy, really. After all, its premise is about providing value to your audience, and not forcibly shoving your products down their throats.
While the concept is already fantastic in itself, to the point where one would think that it is already complete, there are technological advancements, new techniques, and new tools that are being introduced time after time that would often lead to the improvement of the strategy.
In fact, If you’ll look at what content marketing was three years ago, you’ll be amazed at how much it has evolved today.
Allow me to share with you the five sure shot content marketing trends that you should never ignore.
1. Having a content marketing plan
Other bloggers and marketers create a random content (albeit it looking decent), market it, then call the entire thing content marketing.
Honestly, that’s very sloppy work.
Sure. They might not be entirely wrong by calling what they’re doing content marketing, after all, they did market their content. However, just because you’re putting words in your word processor, doesn’t mean that you’re writing an article, you could just be vomiting words on it.
So the question becomes, have the marketers really been doing content marketing by merely creating random content and marketing them? Or have they just been putting vomit on the internet, and marketing it in a vomit-like way?
Running a content marketing campaign requires careful planning and execution. It involves doing keyword research, creating a buyer persona, doing research on what type of content (or content idea) best suits your audience, creating an outline of the mechanics you will use to market your content effectively, and tracking the results of your marketing efforts (among other things).
If you’re still learning the ropes of content marketing, then you can check out the guide published by Smart Insights to have a better grasp of how creating a content marketing plan works.
2. Content personalization
If you want your content to have a chance at bringing home the bacon, you need to personalize it like your life depended on it.
The last time I checked, there are over 2 million blog posts written every day. With that kind of figure, if your reader feels a bit of a disconnect between your content and what they’re looking for, nothing’s going to stop them from exiting your website and looking for other content that is more relevant.
That being said, content creators need to have the mindset of a copywriter when producing content. For copywriters, the goal of each sentence is to compel the readers to read the next sentence. They’ll never be able to do this without thinking about their readers, and personalizing their content.
3. Networking or relationship building
Relationship building is pretty much embedded in our character as humans beings. That is why almost everyone agrees in the adage, “No man is an island.”
Whether you’re running a blog, studying art lessons, or you’re running a content marketing campaign, you’ll have a pull deep inside you to connect with others.
That’s not all there is to networking, of course.
When we think about the benefits to be had from doing it, and how huge of an impact networking has to content marketing, it becomes almost impossible for any blogger, marketer, or business owner to ignore this strategy.
You don’t always have to network online, by the way. Offline networking can be just as potent, perhaps even more so than networking online. Because you can meet others face-to-face, it’ll become easier to establish a deeper relationship with them.
Note: There are other offline marketing methods that you can tie in with content marketing to give it a stronger boost. I’ve written a guide about it in the past. I hope this guide helps you.
4. Creating epic content
Whether it be videos, write-ups, infographics, or memes (among other types of content), making sure that you’re publishing something that adds massive value to your readers will always have its place in the content marketing space.
We all know that a good number of people go to the internet because they are looking for content that solves their problems. Because of this, it is safe to assume that for as long as people have questions or problems that they want to be solved, the value of publishing amazing content will never be outgrown.
5. Capturing your audience’s email addresses
Content marketing in itself is a powerful relationship building strategy. Because you’re helping your audience solve their problems through your content, it will cause them to like and even trust you (to some extent).
Of course, when you have that kind of relationship with your audience, it becomes a lot easier for you to offer them your services.
And so the question becomes: Now that they’ve accepted your offer and bought your product, are you just going to let them go after the transaction? Or are you going to find a way to stay connected so you can build a better relationship with them, and possibly help them solve their future problems again by offering them your services?
I hope you answered the latter because you’d be leaving a lot of money on the table if you didn’t.
Capturing your audiences’ email addresses is an effective way for you to stay connected with them. Once you have their email, you can send more value-packed content through the platform.
An example that On Blast Blog shared is sending your audience a series of content about “How to Start a Cooking Routine That Doesn’t Break the Bank.” (Supposing your mailing list is about cooking, of course.)
Your series of email messages would each have an important insight about the topic, and a call-to-action asking them to complete the final step which is to buy our ebook of recipes.
As you can see, this kind of strategy has longevity since you can capitalize on repeat business (among other things), and be able to establish a more meaningful relationship with your audience.
What are some of the trends that you’ve noticed in the content marketing space? Please take the time to share your ideas in the comments section below.