What We’ll See and How We’ll See It as Marketing Matures
From the Lightning Rod to Today
In 1732 Benjamin Franklin started printing and distributing “Poor Richard’s Almanack” to promote his written business. That was one of the United States’ first and best examples of content marketing, used by one of the ultimate innovators and inventors we’ve ever seen.
Just as he invented the lightning rod to attract lightning (by the way, he never applied for a patent for any of his inventions), he used his publication to attract buyers. Over the years, content marketing has grown to become a staple for businesses intent on connecting with consumers.
Franklin would nod approvingly at the increased scope of intricate consumer outreach employed now. He loved a good story – as do we all. The best content marketing tells that good story and adds bells and whistles to enhance its message.
Franklin had an audience generously estimated at 700,000 (man, woman, and child) to play to back in the day. Facebook itself today has 1.13 billion daily active users. The numbers have skyrocketed and the techniques refined over the years as technology blossomed.
Today’s Storytellers
Companies have found that the best way for people to become hooked on its products is to have a long-term narrative. Keep them coming back for more. The modern attention span is short, so it is imperative to draw the consumer in and for them to want to hang out for a while.
Many methods have been employed with success. 2017 will see further refinement with something old making a comeback, as well as fresh spins on established practices. Here are 5 Content Marketing Strategies which will shape and define 2017:
- Email – You have Mail!
It’s been done before, right? But it’s making its comeback. Companies already have your data – and they want to make something out of it. Now they’re making their emails relevant by using that info to inform you of things you want to know instead of mindless spam.
The average click-through rate for emails is roughly 25{ed162fdde9fdc472551df9f31f04601345edf7e4eff6ea93114402690d8fa616}. Different factors increase that rate.
- Emails that use the consumer’s first name in the subject line have a higher rate.
- Emails that say “Thank You” in the subject line have the highest above-average level of engagement.
- 64{ed162fdde9fdc472551df9f31f04601345edf7e4eff6ea93114402690d8fa616} of people prefer text-rich emails
- 86{ed162fdde9fdc472551df9f31f04601345edf7e4eff6ea93114402690d8fa616} of consumers welcome monthly promo emails from companies they already do business with.
With email users expected to top the 3 Million mark by 2020, that’s a lot of bang for the buck. Already, 75{ed162fdde9fdc472551df9f31f04601345edf7e4eff6ea93114402690d8fa616} of companies have concluded that email offers “good to excellent” Return On Investment (ROI)
2.Video – Lights, Cameras, Action!
Consumers want information, but they also want entertainment. Videos are an excellent way to accomplish both. Experts have provided several facts about visual impact:
- 98{ed162fdde9fdc472551df9f31f04601345edf7e4eff6ea93114402690d8fa616} of info transmitted to the human brain is visual.
- Visuals are processed at a rate 60,000 times faster than text.
- Visuals stay in the long-term memory for a longer period.
- Visuals cause a stronger emotional response than text and can be more meaningful to the viewer.
If you want your story (and product) to be more impactful and memorable to your audience, a video is your way to go. The big guy (Facebook) is featuring more video sharing and videos are easier to produce than ever. Ride the wave!
- Mobile – With You Wherever You May Go
More and more people are making purchases on a mobile device. Make it easier for them. How are we more into mobile? Let me count the ways:
- Tablet or smartphone access over 66{ed162fdde9fdc472551df9f31f04601345edf7e4eff6ea93114402690d8fa616} of emails.
- 95{ed162fdde9fdc472551df9f31f04601345edf7e4eff6ea93114402690d8fa616} of smartphone users use their device to look up local businesses to call or visit.
- Over 2 Billion mobile users will make a commerce transaction by the end of 2017.
- It’s projected that by the end of 2018, 27{ed162fdde9fdc472551df9f31f04601345edf7e4eff6ea93114402690d8fa616} of e-commerce sales will take place on a mobile device.
To make use of the trend, make the process easier – apps, fewer clicks, buyer information carried over from platform to platform. Create an entertaining and welcoming virtual environment for your customers.
- Authenticity Over Celebrity – Trust Over Popularity
Celebrity endorsements are a dime a dozen. It’s either their product or they’re being remunerated. The message might be entertaining, but can you take it to the bank?
Enter the influence marketers. Their word might not be gold, but it will have enough gold-like characteristics to sway. Whether it’s a leader in their field or someone giving an honest review, their word goes a longer way with the consumer.
Experts giving a video review on their blog or podcast can be the deciding factor for many potential buyers. They want facts to cement their decision. How many times have we heard the hype and then heard the consumer reviews and got a different story? That’s what we’re looking for, a real story – and enough true stories and we listen.
- Diversify Content – Hit Them on All Fronts
If the video doesn’t get them, maybe the galleries, podcasts, or infographics will. Everyone has different tastes – and different things catch different peoples’ eyes. Hit them on all fronts, and something will click and draw them in. Even if it’s mostly the same information, the delivery mechanism makes it a different animal.
Different content can also apply to effectiveness on various platforms. Tailoring towards a video presentation will, of course, be more suitable to Facebook and YouTube than Pinterest or Twitter. Flashy images with brand placement are right up Facebook and Pinterest’s alley. Hit the consumer where they live and where they browse.
- Facebook – 1.9 Billion unique monthly users
- YouTube – 1 Billion unique monthly users
- Twitter – 317 Million unique monthly users
- Pinterest – 317 Million unique monthly users
- LinkedIn – 106 Million unique monthly users
Different demographics using various sites – adapt and diversify your message to take the advantage of all your audiences.
Tomorrow’s Winners Use Help Today
You know the trends, but how do you take advantage of them? Spike Native Network at spike.com.au is the Content Recommendation Platform for business pros.
If it’s worth doing, it’s worth doing right. Get your campaign underway today with Spike and find yourself in the Winner’s Circle tomorrow.
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