Not so long-ago companies would develop content, gate it behind a newsletter subscription form on a landing page and then drive their audience via social media campaigns, online advertising, contests, email campaigns. It was a lot easier then because spamming was not as big compared to today. Today’s audience will part ways with their information only and only if they see value in the content they are signing up for.
While content upgrade strategies still work well as a lead capture tool, businesses need to get creative with how to get these lead magnets in front of their target audience. The market is so saturated these days with so many businesses following this approach and it can be easy to get lost in the noise.
The key, however, is to continue positioning yourself as a thought leader/ expert in your industry, and the best way to do this is to create and aggregate quality content into your website blog to show not only your visitors that you know what you’re talking about but search engines as well. Below is a brief outline of how companies can up their content marketing game by adapting to the everchanging trends. The role of content has changed, here’s how you can adapt.
- Quality is of great essence
As content continues to grow in importance for most businesses, it’s now a must to take on an elevated position in one’s strategy development and planning. The generation and use of high-quality, educational content has become a necessary ingredient in creating awareness, building trust, converting leads, serving customers, and generating referrals.
Marketers these days are seen to have a lot in common with the traditional publishers. The good news is that the days of creating an infinite amount of thin content are over. You can create content less frequently, provided you structure it correctly and include a ton of value within it. A greater audience these days will relate more to content that comes with case studies they can relate to as it then becomes relevant to them. Content creators need to take advantage of this by creating quality content that their audience can relate to using case studies that involve companies or businesses their audience can relate to.
Video and infographic content is also taking over as social media channels prioritize such content, giving it better reach. Companies that do not have designers to carry out these tasks need to engage agencies that can develop professional videos and infographics that are appealing to the target audience accompanied by a great script.
Lastly, analyse and measure your results. This will allow you to make any necessary changes to enhance your content quality based on your audience response and feedback.
- Turn your content into an asset over time
Content is no longer created for today or tomorrow. It is created as an asset that can be used throughout every stage of the marketing hourglass. Because of this, companies need to think about the time and energy they invest to get it right. Some big companies would opt to have an in-house team of content creators over hiring an advertising agency, but we highly recommend the use of an agency especially for small to medium-sized organizations. With an agency comes a lot of perks, a diverse group of specialists have a greater chance of creating content of greater quality, they also take away the weight of content creation of the business as it requires a lot of time. Letting you focus on other important aspects of the business.
- Consider having a Link folio
Long-form content creators, bloggers, Instagram influences and businesses that use Instagram always find it hard to drive multiple objectives on Instagram because it does not allow for the use of clickable links. Most of their articles and long-form content goes by unseen as it has a short feed lifespan. Link folio is a solution to this shortcoming of Instagram. A Link folio is a single link to an online page which houses all the links you have ever shared on Instagram, from videos, interviews, and blogs. This way you will only have one link in a bio and you don’t have to constantly change the link in your bio every time you want to share new content on a link. All you have to do is update you link folio with links to your new content and when someone clicks your Link folio in your bio they access all the links you have shared on Instagram. This allows businesses and content creators to have a hub of all their content under one roof. Call it one link to rule them ALL!
Having a Link folio means that your content can now live longer and takes away the need to constantly update your link in bio based on your current promotions, latest products, or content. All your content from across the web can now be confined under one click which helps bring about easy accessibility to your content and draw people to your website. To get a Link folio done contact us on this link and we gladly assist.
With effective content marketing, you can reach your target audience and increase conversions and there are several ways to market with content to boost revenue, grow your brand awareness and recognition, and build relationships with your prospects and customers. Getting started is simple all you need to do is determine which type of content works best for your business and audience, develop a content marketing strategy and go for it.