More than half of online users rely on content (blogs, articles, and infographics) to research their buying decisions. 47% of consumers want to review three to five pieces of content before they proceed with a purchase. But as digital marketing matures, so does the nature of content.
One of the increasingly important factors in creating content that connects with consumers is personalization, content specifically tailored to both your consumer’s’ needs and where they are in the buying process. According to HubSpot, personalized content performs 42% better than non-personalized content and marketers who deliver personalized web experiences are getting double the return in engagement and response.
In order to leverage personalized content it’s important to start by asking: Will this help consumers solve their problems and better understand your solution? You can then use this information to inform your digital marketing campaigns for 2018 and beyond.
SEO and Content as One
SEO and content creation have reached a point of consolidation, in a survey conducted by BrightEdge, 97% of digital marketers believe that SEO and content are converging into a single function.
You can utilize the merging of SEO and content by using your SEO data to discover how your consumers are engaging with your content. Agencies can conduct consumer analysis to learn how your consumers engage across devices and what content is attracting their attention. This information will help you set concrete goals for your content and connect with your audience at every stage.
Social Media Marketing
Social media marketing is not a new trend — many brands are utilizing social platforms to advertise their products/services. However, there is shift toward emotionally engaging content and storytelling. According to Oregon Web Solutions “strong emotions increase content’s spreadability”.
Platforms like Facebook and Instagram are already encouraging users to create and share video content like live videos as well as discover news (Snapchat) and what’s going on around them.
Businesses need to take note of this development and should start to ask one important question: How do consumers feel about their experience interacting with your brand on social media? With that information you can determine which networks are most important for your business and invest your time in creating fully fleshed out social presences that speak to your consumers.
This digital marketing trend is clearly developing in tandem with Social Media. But remember the old saying “a picture is worth a thousand words?”, well it looks like that saying is about to change ever so slightly… According to James McQuivey, Digital Marketing expert, “a single minute of video content is the equivalent of 1.8 million words.” By 2019, video will represent over 80% of all internet traffic. If those statistics don’t make you want to pull out your camcorder, I don’t know what will.
Making video(s) can be intimidating, but they don’t have to be. Here are some tips to start putting your content into video. First you will need to assess how much video content you currently have and the ROI. If you haven’t done enough (or any) the time to expand production is now.
Use your SEO data to see where your content performs the best and in those places start experimenting with short 30 second (tops) video. Landing pages are a great place to start, use them for content offers and to test different lengths and subject matter to see how they perform with consumers.
Facebook and IHS Technology report that by 2020, media buyers will spend $84.5 billion on mobile advertising, with mobile accounting for 75.9% of all digital ad spend globally. Woof. If you’re not dabbling in digital advertising, the time to start is now.
However, Digital Advertising does take some expertise and guidance. Our recommendation is to work with an agency to advertise on different social media platforms to see where your brand’s content performs best. At Intuitive we work hard to leverage advanced ad-targeting tools, such as location-based advertising, which put your ads in front of users at the moment they’re in your area of interest.
Strategizing for 2018
Digital marketing is developing at a rapid speed which means there is no time to rely only on what’s worked in the past. Now is the time to start planning for the leading trends that will impact your business’s digital marketing success in 2018. To learn more about digital marketing and how you can elevate your strategy in 2018 contact us at firstname.lastname@example.org.