Content marketing is a practice which is increasingly adopted by business leaders around the world. Let us take stock of the most popular behaviours and methods in this field in recent times.
Social networks are the most traditional communication channel
The first channel of communication for enterprises remains social networks. Facebook, Twitter, LinkedIn and Pinterest are essential to enhance the image of brands, products and services. At the same time, YouTube videos seem to be an interesting investment. Surveys reveal that an average of 43 percent of marketing directors will take the plunge and use the platform in 2017. Other social media is also emerging, including Instagram and Snapchat.
Instagram and Snapchat are high-flying
Instagram and Snapchat have been around for a while. Nevertheless, it is only recently that both applications have proved to be potential marketing tools. A lot of brands have been interested with Instagram and Snapchat and many have incorporated them into their content marketing strategy. In addition, the return on investment of this type of method is particularly positive and therefore attractive. Analysts are anticipating a surge in both applications this year. Instagram and Snapchat allow brands to diversify their format and reach a younger, more linked and connected audience.
Why you must use influencers?
With the success of applications like Instagram and Snapchat, influencers also occupy an increasingly important place. Their intervention is crucial for the promotion of a brand, a product or a service. The use of influencers present on the most influential social media generates greater visibility. 80 percent of marketing directors recognised the importance of influencers in their communications operations in 2016. Using influencers has another advantage: their help rarely costs a lot of money. The return on investment is high in this case.
Mailing always works but consider reviewing content and format
Social networks do not have a monopoly on the attention of marketers in 2017. Older, more traditional methods, such as mailing campaigns, are still relevant. Nevertheless, in a consumer society where innovation is the key word, some changes are necessary. To satisfy consumers fond of novelties, it is important to update the format of commercial emails. The reason is quite simple. Consumers are now using more intuitive and powerful terminals to read their emails.
The time when the computer was the only terminal connected to the internet is over. Consumers now use tablets, smartphones, connected watches and other devices to read their email. Their format and content must be adapted accordingly. For example, videos and computer graphics added to emails tend to attract recipients in 2017.
Target consumers addicted to their smartphones
Companies have a vested interest in considering consumers permanently connected to their smartphones. These mobile users are an ideal target for delivering interesting ads and content. Sponsored advertising is particularly effective for this category of consumers. The latter also like to visit online shops via social networks. Facebook, for example, generates 80 percent of sales from a smartphone or tablet.
The analysis of the figures remains unavoidable
Finally, a content marketing strategy is futile if the numbers are not analysed. This is not a trend, but a golden rule. So when developing your own strategy, consider building powerful tools that can provide you with reliable analytical data. On the web you can find a lot of these tools. Some are chargeable, others are free. All however allow having, more or less, detailed statistics on the performance of your marketing strategy.
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- Why you need to document your Content Marketing strategy
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- Influential digital marketing: Adopting the three fundamental elements
- Six steps to develop your Influencer Marketing strategy
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