Posts Tagged "long-form content"


Video: Six Digital Marketing Trends for the Supply Chain 2019

Video: Six Digital Marketing Trends for the Supply Chain 2019

Digital marketing has become essential to creating brand awareness, educating audiences and building credibility with customers. Here are the latest trends for 2019.


Highlights:

  • Digital marketing has become essential to creating brand awareness, educating audiences and building credibility and trust with customers.
  • Video is currently the most popular form of content being consumed online today.
  • Peers and colleagues are the third most influential source of information for business to business (B2B) purchasing, right behind online searches and your website.

Video transcript:

Hi I’m Stacia Pathiakis. I’m an account manager at Fronetics and today I’m going to be talking to you about six trends in digital marketing for the supply chain in 2019.

Digital marketing has become essential for creating brand awareness, educating audiences and building trust and credibility with your customers. Supply chain and logistics companies increasingly see the value in digital marketing. They’re increasing their budgets and it’s important to understand what the trends are for the upcoming year.

Here are six trends to consider when planning your 2019 strategy.

First, video. Video is currently the most popular form of content being consumed online today, and video marketing will continue to add substantial value in the upcoming year. Use video to teach your audience something that’s worthwhile for them to know.

2. Chatbots. Chatbots are automated messaging apps that simulate human conversation. They’ve become more popular in the past year than social networks.

3. Voice search. Voice search is becoming an increasingly prevalent. It’s a means for people to search for the content that they’re looking for using voice recognition. A good content marketing strategy should consider how your customers will be using voice search to search for information about in your industry.

Next is long-form content. Long form content includes such things as white papers, case studies, and longer form blog posts. Many industries, including supply chain and logistics industries, are saturated with tons of short form content. Long form content provides a means of getting more in-depth information to your customers.

5. Brand ambassadors. Peers and colleagues are the third most influential source of information for business to business (B2B) purchasing. And there’s nothing more credible than a friend who speaks highly of your company’s services and products.

6. Market influencers. Market influencers is a form of marketing that focuses on individuals rather than the market as a whole. Basically, marketers identify individuals who would have influence over a larger group and target them specifically in their digital marketing campaigns.

The beginning of the year is a great time to review your marketing strategy to make any changes for the upcoming year. For more tips on boosting your digital marketing strategy in 2019, visit us at fronetics.com.

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Posts Tagged "long-form content"


6 Content Marketing Trends for the Supply Chain in 2019

6 Content Marketing Trends for the Supply Chain in 2019

As content marketing continues to increase in popularity, here are six trends to consider when planning your 2019 strategy.

A recent article by Forbes on content marketing notes: “As recently as a few years ago, marketers handled content mostly as a side project. It was more of a bonus than an essential role — something you did when you had time because it took a backseat to more traditional marketing projects and responsibilities. That’s changed.”

Boy, has that changed. The content marketing industry is expected to be worth more than $400 billion by 2021.

The 2018 report from the Content Marketing Institute shows just how prevalent content marketing is, and how essential it has become to creating brand awareness, educating your audience, and building credibility and trust with your customers.

Supply chain & logistics marketers: Trends to watch

So, where is content marketing headed in 2019? Content marketing budgets are still on the rise, and supply chain and logistics companies are increasingly seeing the value in moving to an inbound marketing strategy driven by original content.

These are the six notable trends to consider when planning your 2019 content marketing strategy.

1. Video

Video is currently the most popular form of content being consumed online today, and video marketing will continue to have substantial value in 2019.

Smart supply chain marketers should start the new year by developing a visual storytelling strategy that offers consistent delivery of valuable content.

What’s your best bet? Be helpful and teach your audience something worthwhile to them.

2. Chatbots

The rise of chatbots – automated computer programs that simulate human conversation in messaging apps – is expected to continue in 2019. Business Insider recently reported that the number of people on messaging apps surpassed the number of users on social networks!

Business Insider recently reported that the number of people on messaging apps surpassed the number of users on social networks! Click To Tweet

Chatbots are just one of the ways artificial intelligence will shape the content marketing landscape in 2019, but their ability to drastically increase customer engagement puts them on the short list for a major trend to watch in the coming year.

3. Voice search

Voice search is becoming an increasingly prevalent means of attaining information. Statistics vary, but it’s expected that anywhere between 30-50% of all searches will be voice searches by 2020. A recent report by NPR and Edison Research found that the rise of smart speakers is substantially changing consumer routines and purchasing behavior.

A good content marketing strategy for 2019 should consider how your customers might use voice search in your industry, and what you can do to maximize your content’s ability to respond.

4. Long-form content

I love this one, because it harkens back to humble beginnings of content marketing and the desire to put informative, quality content in front of a targeted interested audience.

Long form content – white papers, case studies, and lengthier blog posts e.g. – will have a resurgence of renewed appreciation in 2019. Why? Because many industries, including supply chain and logistics industries, are saturated with tons of mediocre short form content. People are increasingly looking to weed through it all for substantial quality posts from trusted sources. In addition, search engines will favor longer posts in results rankings.

Cheers to 2019 being the year of quality over quantity!

5. Brand ambassadors

We wrote about brand ambassadors as we headed into 2018, but they are worth mentioning again as we look forward to 2019. Brand ambassadors are employees that influence the B2B buying decisions of others, and they are an often-overlooked resource with more traditional marketing tactics.

Peers and colleagues are the third most influential source of information for business to business (B2B) purchasing, right behind online searches and your website! And there’s nothing more credible than a friend who speaks highly of their company’s product or service.

Definitely consider how you can help make brand ambassadors out of your employees in 2019.

6. Market Influencers

The final trend to watch in 2019 is influencer marketing, a form of marketing which focuses on influential people rather than the market as a whole.

Basically, marketers identify individuals who might have influence over potential buyers and create marketing campaigns and activities around these influencers. In many ways, this works similarly to a brand ambassador, where a single person influences their network of friends; in this case, however, the market influencer has a large network and a lot of “friends” who listen.

Influencer marketing will be a huge trend in marketing for 2019, and it would be worth considering who might be an influencer in your industry in the coming year and what your company might do reach them.

So, there you have it. As we head into 2019, these are the trends to watch and plan for in content marketing space.

The B2B buying climate is growing longer and more complex, and content marketing is so effective throughout the entire sales cycle if it’s done well.  The end of the year is a great time to revisit your marketing strategy and make any necessary changes for the coming year.

Best wishes in the year ahead!

This post originally appeared on EBN Online.

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Posts Tagged "long-form content"


How Long Should My Blog Posts Be? A Case for Long-Form Content

How Long Should My Blog Posts Be? A Case for Long-Form Content

Long-form content generates more traffic, leads, and social shares than shorter content.

We’ve all heard the aphorism, “quantity over quality.” But when it comes to content marketing, part of quality may well be quantity.

While it can seem intimidating, the value of high-quality long-form content cannot be overstated. According to a 2012 study, long-form content converted 30% higher than shorter-form, and the same holds true today. Additionally, long-form posts generate more social media shares and have a higher average Google rank.

Here are some ideas for generating longer-form content that engages and informs your readers, and promotes your business in a meaningful way.

3 tips for creating longer-form content

1. Know your audience.

You first and foremost consideration should be your target audience. Take the temperature of your readers by frequently checking your comments sections, social metrics, and Google Analytics. It can also be useful to conduct a survey, which serves the dual purpose of directly engaging and communicating with your readers and giving you valuable information.

2. Chose relevant ideas.

Read all the articles that are on the first Google search page for your topic, and make sure your post contains relevant information you find. You should be answering as many of the questions that appear in Google Suggest at the top and bottom of the search page.

3. Write good content.

It seems painfully obvious, but it’s worth keeping quality at the top of your priority list. The idea of longer-form posts is to keep readers engaged and encourage them to peruse as much of your site as possible.

Neil Patel suggests that if you “strive to provide enormous value with every word you write,” your writing becomes more targeted. Keep posts visually accessible and easily digestible with short paragraphs, subheadings, and relevant images. Another key element of good content is research. Posts that include actual examples and case studies perform better than data-free posts.

Creating longer-form content may mean that your business needs to devote more resources to its content marketing efforts. But the benefits are well-documented and far outweigh the cost.

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