Jay LeonardThe Cutting Edge of Content Marketing
Inbound marketing is obviously here to stay, as are the social media platforms, blogs, and search engine optimization skills that come with it. To stay ahead of the competition, you need to be aware of the latest and greatest content marketing trends. Not only should you be using these tips and tricks, you should also be thinking ahead, working out the next big thing so you can set the trends instead of following them.
Where Are You Right Now?
Today, content is becoming more personalized and tailored, down to the user’s pinpoint location. This is a good thing for consumers, since they want to be able to find the best products and services that are closest to them. It’s also a good thing for brands, because they can now engage and reward their customers more easily and with a personal touch.
Location services can be useful sources of information. For example, the mobile application Timbre allows users to access a running calendar of upcoming concerts, based on their current location or any zip code. Applauze is a similar application that includes a broader variety of ticketed events, featuring bright images and pricing for each event.
The “big brother is watching” idea does concern many mobile users who don’t want their device keeping track of their location. However, location-based content marketing gives these mobile users incentive to provide their location. How? In exchange for providing their information, they receive offers from their favorite brands.
Microsites
Sometimes it is best just to keep things short and simple. People don’t like to be overwhelmed by too much at once, especially when they are considering buying something. Microsites can help them make that decision by getting straight to the point and delivering what customers want. These pages can be used to target specific events or promotions so the business can market them individually to customers. Businesses can also create special offers with microsites, or allow their audience to opt-in for more information. Since these pages require a user to provide information and take action, anyone who does so is already a qualified lead. Generally, these sites are in their own cluster of pages, away from the main domain. Because the microsites are divided into their own segment, they are very easy to keep track of and use to measure performance. Microsites provide another outlet for brand personality to shine through and for quirkiness to thrive.
The Online Spokesperson
The spokesperson is one of the oldest existing marketing roles. But in the digital age of Internet superstars, brands are searching for Youtube sensations to represent them. The video campaigns commonly have very little to do with the actual product or service, which is a main reason for their success. Instead, the focus is placed on the audience and their personality. When the audience feels the content was made for them, they are much more inclined to seek out the product. One of the best examples of this is Old Spice. Its series of commercials featuring actor Terry Crews has been running for three years and still draws a large online audience.
Swipe The Page
With the huge market for electronic books and newspapers, it’s only expected that digital magazines would be a huge hit. These days, existing publications are easily able to distribute their content straight to the mobile devices of their readers. Also, businesses without any form of print media can easily create an outlet for their own original content. Customers can download free magazines, purchase individual issues, and subscribe to download multiple issues of their favorite publications. Brands can use these magazines to create loyalty and develop a new audience or build on an existing one. With the magazine pages in PDF style, readers can browse through pages of rich images and text with a mere swipe of the finger. Thousands of digital magazines are available using newsstand applications on Google Play and The App Store. The former problems of torn or stained pages have been traded for low battery or spotty WiFi connection.
The Big Picture
If a picture is worth 1,000 words, an infographic may be worth 10,000. Infographics are used to give a visual depiction of data, and they can be extremely powerful when used properly. Maps are commonly used in infographics to display data in relation to regions and locations. Staggering statistics become even more evident with a visual representation. TheTruth.com, for example, has used many infographics in its commercials and on its website to show the negative impacts of smoking. Why do these images work so well? In a matter of moments, the audience is able to process complex data and understand the meaning behind it.
Besides using them to provide information, brands can also use infographics to gain support or agreement from their audience. These images can also be used to show comparisons to competitors and provide reasons for the customer to buy.
These trends are only what’s great now, so start imagining what will be great tomorrow. Your company deserves to make an impression through excellent content, too.
Image credit: freedigitalphotos.net/photostock
This article was written for Business 2 Community by Jay Leonard.
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Where is the best place to share Infographics about B2B / IT technology? Is it Pinterest?
Well written and good content, thanks for sharing,