With the return of Terminator to the big screens, we’ve decided to go all apocalyptic in our tone of blog this week. Follow us as we challenge the machines and tackle 7 of the challenges facing marketeers in the digital landscape.
Human vs. robot
In a digital world it is easy to lose sight of the human at the other end of the computer network. But developing a rapport and engaging an audience is as crucial from behind a keyboard as it is face-to-face. If users ‘like’ the face of your brand, and develop a sense of trust, you’re more likely to see conversions – be it a product or service. This ethos lies at the heart of all good content marketing.
The evolving Internet
What trends one day is irrelevant the next, whether a specific tweet or the social media platform itself. Marketeers must find an evolutionary capability to change with the times. In other words, standing still and ploughing the same furrow again and again is a sure-fire way of dying (in a purely digital sense).
Twitter is positioned as the most effective platform for marketeers (at 75% according to CMI). But are you using it correctly? It’s important to know when to comment and engage in discussion to benefit your company, questioning if it will improve conversion rate through audience interaction.
Research social authority prior to engaging with interesting comments and conversation, and acknowledge the individuals recommending, or showing appreciation, for your company.
Creating regular content
All businesses suffer from time, resource and financial restraints. But knowing how much of all three to invest in creating fresh content can only be decided by creating a strategy and giving it a chance. All too often, businesses create a few sporadic blog posts before condemning it as a waste of effort.
Instead, why not create clear goals and objectives over a reasonable time period – say 6 months – and then judge the results. Don’t forget to assess all variables: not just direct sales but also increases in web traffic, increased number of enquiries, etc.
Scheduling posts to social media platforms, or blog posts to company websites, will encourage your followers to return – knowing there will be something juicy ready to read at a certain time.
Measuring the impact
Measuring the full success of content marketing is vital to establishing if the content resonated with an audience. ‘Link baiting’ as content marketing was once-upon-a-time referred to, accurately describes the importance of tracking engagement: improving performance in search engine results through tempting links to other web pages through inbound links. Tracking comments on posts (blog posts and shared), content links and, specifically, downloads to a file are well worth monitoring to measure your ‘impact’.
Clichéd and cringeworthy buzzwords
Now, we hate to tell you that using cliches or running with a particular metaphor is wrong. In fact, this post has a healthy dose of wordplay, as you’ll see. But knowing when to rein in the linguistic flourishes in favour of clear, concise information is important. Remember that each word you write could be the last if it doesn’t keep your audience engaged.
Though buzzwords may appear to capture your brand initiative in a snappy and progressive fashion, promising ‘bite sized chunks of information for easy digestion’ is proven to be more powerful. ‘snackable content’. Your marketing message will prove clearer and even memorable by breaking down copy into ‘snackable content’.
Organic vs. paid promotion
Both these forms of marketing – ‘interruption marketing’ on social media – require different approaches to gain attention in search engines. Organic strategy assumes that the quality of your content will emerge on a newsfeed because it proves interesting and is structured in line with Google’s all-conquering algorithm; paid strategy does not wait to be found – it actively pursues and presents itself to an audience. Paid ads – both on search engines and social media – will continue to grow in the foreseeable future, so getting a grasp fo how to allocate your funds for marketing purposes is the question, rather than ‘if’ to spend on it.
Importantly, remember that there is no one clear method to a decent marketing strategy. You need a few strings to your bow, a number of outlets that will establish interest and maintain it. SEO, as Forbes put it: ‘is one basket, but it doesn’t deserve all your marketing eggs’.
Ready for war now? Then put on your armour and grab your laptop, distribute your content effectively with varying methods and head toward the battlefield with victory in sight.