Another year has come and gone, and another year has begun. As the New Year starts, so we automatically begin to think through our plans, strategies, goals and resolutions for the year ahead. If it marks the halfway point of the financial year for you, then it’s a great opportunity to pause and reflect on the achievements thus far, and if you’re heading in the right direction for the run downhill to June 30. It’s also a great time to think about where your content marketing strategy is headed for the year ahead, and if you’ve got things going in the same direction as the industry is headed.
In some ways, 2017 has finished in a similar place to where things have been for a while. Google, Youtube and Facebook still rule the Internet, social content continued its rise, and mobile continued to extend its lead over desktop internet usage. On the other hand, of course, the year brought some important changes from a digital marketing point of view, perhaps the largest of which was Facebook’s move to include advertising in videos published to the social media giant.
So what does this mean for your 2018 content marketing strategy?
First of all, don’t think it’s time to throw all your eggs into the mobile marketing basket. Mobile’s important, yes, but in a future post, I’ll be looking at some of the trends between mobile and desktop usage and going into some ideas of how to use each medium effectively.
Perhaps the number one consideration in creating a content marketing strategy, now that we’re in 2018, is the look toward video. With data plans increasing around the globe, and mobile phone screens getting higher and clearer in resolution, it’s becoming clear that the online video revolution is here. It’s been (almost) forty years since The Buggles released Video Killed the Radio Star, and perhaps 2018 is when we start arguing that video killed the blogging star.
Has video killed the SEO star?
The buzz word around digital marketing for a number of years, now, has been Search Engine Optimisation, and don’t get me wrong, it’s still a vital part of your content marketing strategy. However, as digital marketing continues to evolve, there are new doors opening to get your name in front of customers that don’t necessarily revolve around getting to the top of a generic search, because your brand name is already out there in front of the people who are going to be looking for you. With video streaming predicted to take up as much as 75% of global internet bandwidth by 2020, it’s definitely worth starting to look at how you can integrate video into your marketing strategy. Subscribe, or come back to visit, because I’ll be going into a lot more depth on this in coming articles.
Although one may start to wonder about the value of writing my own articles, given the forward movement of the digital world. It’s not just the videos, but look at the increase in users of both Instagram and SnapChat over the last twelve months. Instagram leapt from 150 million daily users at the beginning of 2017 to 500 million by the end of the year. It’s no doubt that a part of this would be down to the implementation within Instagram of the ‘stories’ section – borrowed heavily from Snapchat in the first place, who, whilst not experiencing the same meteoric rise of users, still continued to grow throughout 2017.
Building trust with your audience
It’s been the way of things in this industry for a while now, that the idea of simply broadcasting your message and expecting people to listen will be the key to generating massive numbers of new sales. Of course, like anything, there’s still a place for the traditional ideas and perspectives, but also like anything, if you stop and linger in the same place, then you’ll end up watching everyone else pass you by.
So how can you get personal with your audience? As you’re looking at your content marketing strategy going into 2018, ask that question. How do I get personal? Online has been social for a long time now, so people aren’t just looking to you for a product or service anymore, they’re looking for trust and validation, a reason to buy from you and not your competitor.
Facebook, Google, and other sources where people find your business don’t just tell your audience what you do, they tell you what other people think about you as well with in-built review systems. It matters, therefore, what other people are saying about you as well; word of mouth is now a part of your online presence.
Creating your Content Marketing Strategy
Depending on how you work your years out, this may not be so much a case of creating your content marketing strategy, as it is about just refreshing and possibly revamping it. Whichever the case is for you, then the ideas above are just a couple of thoughts that are worth keeping in mind when you’re doing so.
It’s not too late to get things right, and it’s not too late to adjust it if you need to either. If you need help with your content marketing strategy, then contact JM Communications to discuss how we can help build your presence online and increase the leads coming in to your business.