Most in marketing agree that content is changing. Digital marketing circles have seen changes in what interests audiences and how formatting an article for desktop and mobile is creating better prospects. Content originally began as a simple marketing concept. Any content was acceptable if it contained the right keywords and was listed in search results. With algorithm changes over the past few years like Panda, Penguin and Hummingbird, content marketing has evolved every year. The type of keywords have to be specific and properly used. Content has to also be delivered through the right channels and promoted cleverly on social media.
So how can we expect content marketing goals to change now?
- Appear in search listings: This goal hasn’t changed, but the method has. Now keywords must be more relevant and researched before being used in content.
- Content discovery: Search, social media, feeds and other methods need to be utilized for better content discovery. This also means engaging with social media.
- Building a brand: Lots of keyword research and audience research is necessary. Content must tell a story, and reactions can be measured with user experience tools to ensure that brands are bringing across the right message.
- Connect with the audience: Social networks have to be great utilized in content marketing to ensure that blogs and social posts are recognized and valued.
There are also a few new problems emerging in content marketing. Recognizing these would be helpful for any business that wants to develop top marketing campaigns and reach new customers while also gaining a better return on investment.
1. Struggling to Measure Content Marketing Magnitude
Some marketing teams have a hard time measuring the magnitude of marketing budgets. Some are not even able to show the effects of a marketing budget at all. However, there are ways to monitor and track content that should be able to help marketers learn more about content and what their users want to see.
For example, you can view analytics and reports from Eloqua to gain a better measurement of what’s going on with your market spend. You can also use tools like Google Analytics to seek out new opportunities by looking at the data of your users and visitors.
2. Joining the Buyer’s Journey with Content
It’s impossible not to see that aligning with a buyer’s journey is important to selling great content. Content has to be targeted, creative, enlightening and brave. There is a ton of repurposed content out there as retweeting and sharing have taken over, but original content still stands out. It’s also important to understand what your audience is looking for in terms of content.
Would they prefer short videos or webinars? Do they want lists and formatted copy or whitepapers? Studies have shown that white papers, e-books and webinars are becoming more and more popular in terms of content types.
While third-party content is tempting, it still doesn’t stand up to an original thought or idea that can spark a conversation. New content must look at customer segmentation and measure the stages of a customer’s journey towards content.
3. How to Create and Measure Content for Buyer’s Journey
While the first part of content marketing published content to a broad audience with limited measurement, the next phase will have to focus on targeted keywords, measurement and analysis. Keyword research tools will have even more importance as new content is developed to enrich a buyer’s journey and channel them appropriately to what they’re looking for on a business site.
To properly create content, businesses must change their content marketing strategy towards the following:
- Research audiences first to understand interests and access
- How are audiences finding information about your products?
- Are most of your audiences mobile?
- Do they prefer video and visual content to long-form text?
- Use Google Analytics and other research tools to study your audience
- Define targeted keywords for your content based on this information
- Use keyword research tools
- Use suggested or AutoComplete tool in Google
- Look at competitor site keywords
- Create content that includes relevant, timely and entertaining material
- Focus on incorporating long-form content, subheadings, bullet lists, videos and original content images
- Look at trending topics in your industry to write from a new perspective
- Share content through multiple social media channels
- Research what social media channels are used the most by your audience
- Create multiple social media profiles that are filled out completely
- Share content daily to get more business prospects and traffic
When you create content daily and start to understand your buyer’s journey towards your site, you’ll realize how effective your marketing strategy can be if you target different stages in that journey. For example, if Google Analytics shows that the majority of your audience is viewing your pages from mobile phones on Apple iPhones, you should have content on your site that is optimized for their browsing experience and search-related queries.