Six Ways to Improve Your Content Marketing in 2016

Improve your content marketing strategy in 2016 by following these six tips.

We know that content marketing is a highly effective tool for companies of all shapes and sizes, be they B2C or B2B. (If you’re not using inbound marketing, here are five reasons why you should be.) But, considering this strategy takes considerable time, effort, and resources, are you getting the most out of your efforts?

Long gone are the days when a weekly blog and vague presence on social media will cut it — 2016 is calling for a diversified content marketing strategy that speaks to today’s sophisticated consumer base.

Here are 6 ways to improve your content marketing strategy in 2016:

1) Be mobile-friendly.

Google announced in May 2015 that the number of searches on mobile devices has now surpassed those conducted on desktops in the US. And we know that reality isn’t limited to personal Internet use. Evidence suggests B2B buyers are increasingly using mobile devices to do research, make inquiries, and purchase products. If your website isn’t mobile-friendly, your company is missing out the significant share of customers who demand mobile-optimized content. What’s more, Google now penalizes non-mobile sites in searches, meaning your website will fall further below the fold, as more companies cater to smartphone screens.

Here’s how to make your supply chain website mobile-friendly.

2) Diversify your content.

A blog for which you provide regular, original content is an excellent start . But, unfortunately in this day and age, it’s not enough. Offering content in different formats provides a richer experience for your leads, adds depth to your brand identity, and allows you to reach and connect with more consumers. There are a dizzying number of options out there, including podcasts, slideshares, videos, graphics, ebooks, and whitepapers, to name a few. Choose a couple that fit your brand best, and see where they take you. Which leads me to…

3) Do video.

Video is not just for funny cats and cover artists anymore — it’s the most popular form of content being consumed online. YouTube is the second largest search engine in the world, with more than one billion users conducting over 3 billion searches per month. What’s more, the number of videos uploaded to Facebook has increased by 94% over the last year, with more than 50% of Americans who use Facebook daily viewing at least one video per day. Some brands have capitalized on this trend. (See the Budweiser puppy commercial, viewed over 30 million times.) But there is a lot of potential there for businesses in all industries — a little creativity and some time and effort adding video to your content marketing suite could really pay off.

4) Tug at the heartstrings.

There’s a reason the Budweiser puppy video has enjoyed so much success: we love a feel-good story. An ad that evokes strong emotions makes us associate those feelings with the brand. Studies show that emotions play a leading role in B2B purchases, too, and your content marketing should leverage that idea by telling great stories and by promoting the value you offer. Content that tells a great story connects people to your brand on an emotional and intellectual level, helping earn their trust and loyalty. Similarly, by touting figures that illustrate the value your company offers its customers — like money saved, convenience, or top-of-the-line performance — you remind people what it is you can do for them. And there’s no better way to win hearts (and leads) than reminding them what they’ll get out of your relationship.

5) Focus on relationship marketing.

HubSpot identifies relationship marketing as the #1 game-changing marketing trend to tackle in 2016. While this term largely falls under the CRM umbrella, it can play an important role in your content marketing strategy as well. Providing existing customers with custom-tailored content and information shows that you understand their needs, and it makes communications infinitely more personal. You’re not just blasting out some mass communication that ignores the facts that you know about your client — for example, a mass email titled “Baby it’s cold outside!” to a client based in Florida. Modern technologies like geo-targeting and CRM software make personalizing content and communications much easier, but it will still take extra time and resources. That’s the (absolutely worth-it) cost of long-term, loyal customers earned through relationship marketing.

6) Seek professional help.

Even if you’re part of the 58% of companies that handles content in-house, a little help from the experts will only improve your results. Hiring an SEO-savvy copywriter, for instance, can impact your bottom line. Or working with a firm like Fronetics can help you develop and execute a content marketing strategy designed to grow brand awareness and to meet your specific business goals. Here are six other digital and content marketing tasks to outsource. A fresh perspective from outside your company may be just what your marketing efforts need to excel in 2016.

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Tags: emotion in marketing, mobile friendly, relationship marketing, video