In 2016, content marketing will further come improve, with brands spending more on content co-creation with industry influencers, customers, and their communities. Contribution in content creation invests a brand’s network in the success of the content, for mutual value and a 360 degrees win.
In the coming year, content creators will move beyond just storytelling and adopt story creation through experiences. Creating content-driven experiences will be how marketers truly distinguish their brands and create value that’s distinct from the products and services they sell.
Content marketing might seem daunting because it’s a long-term commitment and we generally look for instant results, but that mustn’t stop you from investing into it if you know what you have to gain from it.
Listed below are some Content Marketing essentials that need to be a part of your 2016 strategy -
Focus on visuals: If you have not yet utilized visual content, it’s time to get serious about it. Focus on infographics, memes, shareable images and engaging banners. Images into your blog, email marketing, social media marketing, and even offline will help you boost your results. Ensure you have a strong understanding of the latest tools being launched by big players in the market and are able to create content that will not only amaze and amuse your consumers but also result in higher recall value for your brand.
Engage with storytelling: Prospective consumers are increasingly drawn to engaging content, thought leadership and valuable information as opposed to cheesy sales copy. Social media is flooded with communication, which creates overlooking of most of the messages unless we find them interesting or useful. Perfect for encouraging engagement and fostering leads, stories help brands support consumers to the emotional aspect of the brand. Appeal to your audience’s emotions and create stories through user generated content for optimum recognition.
More personalization: Brands need to build content which is more specific and personal in order to connect with customers in a more effective way. People have started to be more selective with content they read and in the brand choices they make. The successful strategy will depend on how best you understand the consumer expectations, aspirations and needs; and then deliver accordingly. Look outfor topical content and personal conversations you can be part of, in order to engage and increase your outreach.
Use videos effectively: The need for video marketing is increasingly expanding, and platforms like Facebook, Instagram, SnapChat are investing heavily in making it easier for smartphone owners to create video content. Videos are helping in bringing consumer sustenance and grabbing the attention of varied audiences. While video content is booming and doing extremely well for brands towards awareness and engagement, create a strategic need for it and deliver in order to creative useful content that is widely appreciated by varied poeple.
Revise your email marketing strategy: According to Nielsen, when asked to opt-in to receive updates from a company, 90% of people chose to receive those updates via email versus other forms. Consumers today are open to receiving information via email as it allows them to filter as well as archive the information for later use. A successful email must work on the policy of ‘less is more’, ensuring just the right balance of copy and visuals.
Include mobile driven content in your strategy: 2015 saw a continued growth in mobile usage. With the penetration of Internet services and smart phones across India, mobile driven marketing is expected to grow during 2016. Brands need keep reinventing themselves as far as content marketing in the coming year is concerned because mobile as a medium has the potential to be of crucial importance in building relationships, scale the process of innovation and outreach, create personalised experiences and enhance brand integration. Technological innovations such as augment reality, wearable technology and search enhancements will give way to a better connected mobile world, and any brand that’s aiming to increase their market outreach must make good use of every new technology at their disposal.
The year 2016 looks innovative, promising and challenging. Hence, brands need to find opportunities which will help them improve their existing content strategies. Digital marketing has gone through important and many transformations in the past couple of years and we’re growing as rapidly as are our consumers’ needs and tastes. A successful brand content strategy in 2016 will primarily depend on two important factors: understanding market trends with a continuous application and generating stories through experiences. Here’s to a more strategic and successful year of marketing! Let’s create newer and higher benchmarks.
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