Top 6 Best Practices for Content Marketing in 2018

2017 was the year investments in content marketing started paying dividends.

A joint survey by Content Marketing Institute and Marketing Prof found that 60% of marketers reported their content marketing to be more effective in 2017 than in the previous year. Businesses and marketers alike know the importance of content marketing to attract, retain and convert prospects and readers into customers. Factors such as targeted and high-quality content, a documented strategy, and a distribution plan contribute to the success of content marketing.

Nonetheless, what worked in favor of content marketers in 2017 may not yield the same results in 2018.

The ever-evolving landscape of content marketing demands you to keep an eye on the following six trends in 2018:

1. Taking content to where your audience resides – Consumers are no longer limited to screens in regards to their content consumption. With the rising popularity of the internet and social media, it is possible to have content all around us which is hands and eyes free.

A classic example of the way we interact with technology and devices is Siri and Amazon Echo. We talk, and Siri and Echo reply back, on the fly.

Alexa is being used by a number of brands – to share their content – with an audience which doesn’t want to be tied to a screen.

For example, pet lovers are benefiting from Nestle’s Ask Purina which shares content on Alexa.

A wealth of information about dog breeds is made available – such as the breed’s size, lifestyle, energy shedding and much more.

Another example is of Neil Patel and Eric Siu’s Marketing Podcast. They deliver 10-minutes of actionable marketing advice daily.

This content is easy to consume – while dressing up, traveling or even in a break in between a Netflix binge.

Whatever strategy you use, ensure that your content is highly targeted at every stage of the buyer’s journey and is available to the audience in multiple formats – at the right time and place.

2. Influencer marketing – Quoting Holly Hamann, co-founder of TapInfluence from a Content Marketing Institute’s e-book “A brand can never represent the perspective of another consumer since they are still the maker of the product. What actually influences the consumers is the voice and experience of like-minded peers and people in their situation.”

So why does your company need influencer marketing?

  • To boost your brand’s reputation – Influencers are trusted by the audience and can truly connect with your consumers.

As reported by Deloitte, consumers referred by other consumers have a 37% higher retention rate.

Offers shared by brand advocates convert at a 3 to 10 times higher rate than offers sent by brands, as reported by Zuberance.

Brand advocates are 70% more likely to be seen as a good source of information by the people around them, reports Marketingcharts.

  • To break through the clutter – Every minute, 350,000 tweets on Twitter and 136,000 photos are being uploaded to Facebook. Amid all this clutter of clogged newsfeeds and inboxes, an influencer will be the best way to get your brand noticed by your audience.

Any digital marketer will tell you that you need to make sense of the conversation to break through the clutter and find the influencers that can actually make a difference to your brand. But the question: is how do you find the most relevant conversations?

Talkwalker Alerts is a free tool that can help you do just that. You can set up an alert for your brand or a keyword you’re focusing on and you’ll receive results directly to your inbox from Talkwalker Alerts – the best part is, not only do you get results from the internet, but also from Twitter, Reddit etc. You see the results from Twitter ranked according to their engagement and this means the most relevant conversations are hand-picked and sent your way.

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