There’s been an ongoing shift in marketing and advertising – some brands and organizations are leading the charge, while others are merely dipping their toe in the water. As marketers, we constantly hear the continuous drum chant about the importance of content marketing and being storytellers, but what does that mean exactly? And what are brands and marketing teams currently doing in the content space?
The Content Marketing Adoption Process:
1.) 69% of marketers are creating more content now than they did one year ago. (Content Marketing Institute, 2015)
2.) 45% of B2C marketers have a dedicated content marketing group in their organization. (Content Marketing Institute, 2015)
3.) 94% of B2B marketers use LinkedIn to distribute content, making it the social media platform used most often (they also say it’s the most effective social media platform). (Content Marketing Institute, 2015)
4.) 67% of marketers think audience identification and targeting is a top need. (Altimeter Group, 2014)
5.) 57% of marketers report custom content marketing is their top marketing priority for 2014. (Altimeter Group, 2014)
6.) In 2013 Content Marketing became the #1 priority for B2B and B2C marketers, with 39% of marketers planning to invest heavily in it. (Econsultancy/Adobe, Jan 2013)
7.) 79% of marketers of marketing organizations are shifting into branded content. (Forrester, Mar 2013)
Knowing that branded content and utilizing multiple platforms across the web to gain exposure or create engagement has been the golden rule for many over the past few years, for an organization that is not implementing this currently, what would be the top platforms to go after and what’s the right strategy?
First, each marketing and advertising initiative should have a clear set goal related to the business. Whether you’re trying to increase sales, get more exposure or hire new candidates, the first step is to identify key goals and build then into a marketing calendar. Once the main goals are identified, the second step would be to create a plan that utilizes the best platforms on the web and drive users to complete the goal.
Video is becoming one of the most important areas of content marketing, and in 2016 we believe this will greatly increase. Video is a great resource to utilize across multiple channels, and often the quicker and more scaled back the video, the better they do. Short Instagram, Facebook and even Snapchat videos seem to be skyrocketing in the marketing space. Brands are truly capitalizing on the quick and dirty clips to increase engagement. Not only do these go great on social, but they can be house on your website in a content library space to help increase search and website visitors.
Ultimately, as a brand or organization, you should really pick just a few platforms you feel comfortable with at the start and start a plan to put out timely, engaging content. As our society continues to go more digital, many of us recognize spam and ads, that’s why true storytelling and great content will always perform better than something created as an afterthought.