Even though the notion of content marketing is hardly new in the industry, fast-changing trends on the global market force businesses to assure the continuous modification of applied techniques in this aspect. In fact, some of the formerly recommended practices might turn out to be far less essential now, in 2014, if compared to last-year tendencies, leaving the primary role to relatively fresh ones.
For what it takes, most experts agree on somewhat the core advice for content marketers, which should by no means be left out of the implemented companies’ overall marketing and advertising strategies. These, in particular, include the following:
– Creation of meaningful marketing messaging
Unfortunately, many marketers have gradually moved from the creation of meaningful content to sharing less resonating messages/news/posts just because it is seemingly necessary. Nonetheless, it is now clearer, than ever that most consumers tend to buy “stories”, rather than just goods and services.
Like it or not, the deprivation of meaning in content marketing practices can take a huge toll on brand success. Hence, it is crucial to implement all needed changes and improve the so to say “meaning” aspect of companies’ content marketing strategies.
– Increase of content relevancy
No matter how much world’s analysts have already spoken about the obvious essentiality of creating highly relevant content, the state of things is far from being perfect even these days.
In this respect, it is vital for businesses to put more efforts into the creation of relevant marketing messages for every separate channel, so that their audience can really engage with the brand.
– Production of “evergreen” content
Of course, it happens to be exceptionally important to create the so-called “trendy” content. At the same time, what world’s marketers often miss out is the role of creating “evergreen” content, too, which is not likely to lose its meaning over time.
Such practices can include writing deep in-house research reports, whitepapers, etc.
– Brand humanization
No matter which industry a company works in, it is always crucial to keep in mind that its customers are people (or businesses, built by people). Thus, the necessity to work on “brand humanization” appears to be indisputable.
According to Anton Ruin, CEO of Epom ad serving company, for example, since the brand’s reputation remains one of the major staples in business success”, marketers should make sure that every client feels valuable and nurtured. This goal can become easily achievable via creating highly targeted and insightful content. Additionally, it is also important to shift focus on to the localized content (be relevant in terms of customers’ language, geographical location, etc.).
Of course, above-mentioned recommendations are not the entire list of potentially beneficial content marketing practices, but their use can definitely allow businesses to improve their brand awareness, recognition and reputation.