Content marketing is an exciting, and sometimes overwhelming endeavor. It is a continuous process of creating, publishing, sharing, and planning, online material such as videos, blogs, and social media posts, with the ultimate goal of building a connection between a brand and its audience.
Every marketing strategy across every marketing channel needs one content or the other for proper execution. So even if the strategies and channels change, you will still need content to make them work.
While content marketing today benefits from decades of trial and error methods, its three main components has stood and still stands the test of time-
ii)The Goal of the message
iii)And how to promote the message
Many successful brands in the market like Coca-Cola, Lego, Mercedes-Benz, and International Business Machines (IBM), have stood the test of time by sticking to the above basics. At the same time, these brands have also found some unique formulas, thanks to their persistence, curiosity and creativity. They understand how to exactly grab and retain their audience’s attention. Since these techniques focus on conveying the right message to the right crowd, they are still applicable today.
Also, one of the mostly used marketing model today is the AIDA
As a busy marketer, entrepreneur, or business owner, it’s critical that you know how to create effective content that appeals and engages your audience. AIDA summarizes the essence of the most important requirements of any content marketing campaign. You need to grab your customer’s attention, pull them in, find out what they desire and spur them to making a decision of action.
AIDA is still relevant nowadays because it is forthright. It helps you seduce your audience while driving them on a journey that shows all the ways your message is relevant to them. More so, it pulls in your target user and triggers them to take action.
However, as content production surges, a lot has changed. The content marketing market is assured to grow by $584.02 billion during 2023-2027. Thus, making sure your content appears and is consumed by the right audience will be more challenging. Marketers are competing on a new content battleground where quality meets quantity, and organizations need to compete for consumers’ attention in different ways.
Let us now discuss some of the current content marketing trends that businesses should watch out for .
Visual content is in high demand, from visuals for search experiences and ranking to infographics, images, videos, and charts, it builds emotional connections, and builds an audience. The rise of text-based visual content online produced by humans and machines, has helped to simplify content, providing alternative ways to interact with consumers.
A critical example is that of video content which is still waxing strong, and has appeared to be the most popular and important medium for content marketing, which is not stopping off anytime soon.
Businesses need to consider incorporating video content as an integral part of their content marketing strategies. This is because, it offers an alluring experience that is appealing to users and its uses are diverse. A handful of marketers consider it to be a key part of their marketing strategy and provides more understanding to their product/service.
The introduction of OpenAI, ChatGPT and other AI tools allows marketers to interact with technology in a conversational manner for the first time. AI-powered content is revolutionizing the industry by providing cutting-edge experiences to customers. AI can be used to create personalized content for users based on their preferences and behavior. This technology enables brands to offer a unique experience to their customers, which can help them stand out from the competition.
The tools have been infused into content marketing strategies at a scale never witnessed in our lifetime. ChatGPT for example, reached 100 million monthly active users just two months after launch.
SOCIAL MEDIA STORY TELLING
Stories are a great way to capture the attention of users, give them a behind-the-scenes look at the brand, and offer a more informal and authentic perspective. The strategy focuses on identifying the wants and needs that drive a target audience’s decisions and telling brand stories that will resonate deeply with individual users.
Storytelling is an art as much as a science. By telling compelling stories, empathy and trust is boosted, making it act as motivators and positively influence people’s behavior. Brands can leverage stories on platforms like Instagram, Snapchat, and Facebook to showcase their products and services in a visually appealing way.
PURPOSE AND DIFFERENTIATION
Content that lacks purpose find it difficult to compete with other brands in the market who are purposeful. Marketers need to give a second thought on what, why, how, and for whom they are producing the content for.
The more content goes online, consumers can find it hard to find the information they really want and need. In order to differentiate yourself from the rest producing similar and AI generated content, you need to write with precision, purpose and passion, utilize visuals to complement text, know your market, vision, product, service and goals, and lastly, find out how you can stand out from the crowd of those doing something similar to yours.
BEING CONSISTENT IN OFFERING VALUE
Consistently producing content for content’s sake will not reap the rewards you desire, but quality over quantity will lead to better engagement. Too much content with no relevancy can confuse consumers, show no authority, and offer little or no value.
You can also offer value by creating interactive content. This type of content engages users by providing an experience that goes beyond just reading. Interactive content includes quizzes, surveys, games, and polls, which encourages users to interact with the brand and learn more about the products and services.
VOICE AND SEARCH ENGINE OPTIMIZATION
Since the internet acquired authority, search engines have taken up a leading role in shaping users’ learning and usage habits. This has made individuals to look for and access information in the most convenient ways, creating a portable, mobile and infinite library right at the tip of their fingers.
When most users need more information about a particular subject or topic, they google it. It is extremely important nowadays that businesses concentrate on producing high-quality content. It will help them both with moving prospects down the funnel and securing their position as a credible, trustworthy, and authoritative brand.
Voice search optimization is essential in the era of voice assistants such as Siri, Alexa, and google home. Brands need to ensure that their content is optimized for voice search queries. This requires incorporating long-tail keywords, natural language, and conversational tone into the content.
In conclusion, content marketing will continue to evolve with new trends in the coming years, and businesses need to keep up with the latest trends to stay ahead of competition. Video marketing, interactive content, AI-powered content, voice search optimization, social media stories, and others are some of the trends that businesses should toe. Implementing these trends into their content marketing strategy can help brands build strong relationships with their customers and achieve their marketing goals.
The bar is high in the new content marketing battleground; “average” content will no longer do.