Content Marketing techniques have undergone a major transformation in the past few years. Prompted by various algorithms introduced by Google and the ever-changing needs of the audience, this field has become really dynamic.
To ensure that your business is able to stay ahead of the competition, you need to have an idea of the advancements taking place in this field. Not just have an idea, but also use the latest methods for your enterprise.
Content is no longer limited to just writing blogs and articles in a traditional manner. This is because the objective of the content has changed. A business is no longer looking to only lead to a conversion. In fact, the business aims to engage its audience so that they are coming back for more.
Agility in content is the need of the hour. This implies taking a basic idea and creating content and iterating it and improving it. The objective of the content is to customize it according to the needs of the audience.

Content now moves through various stages before being presented to the audience:

1. Firstly a content strategy is developed

Just like a business strategy, the content strategy is unique for an organization. In fact, it varies according to the needs of the project. The strategy planning depends on the business niche and the target audience.

2. Content planning is done

Content planning entails laying out a schedule of how various tasks related to the content are proposed to be completed. Specific tasks are assigned to individuals/teams with due dates.

3. Content is created

The onus lies on the content writers to create unique content that meets all the specifications of Google and is engaging. Content is no longer limited to the just written material. The text is used in combination with visuals, audio, video, and many other techniques to leave a lasting impression. However, this does not undermine the significance of quality of content written.

4. Content is shared with the audience

Content is shared with the audience so as to generate interest, lead to conversions and finally ensure repeat audience. These days the audience relies more on the content they get to know about through trusted sources. Many a time they are put off by promotional content.

5.Content Marketing

Content marketing in essence is marketing a product or service by presenting your audience relevant and consistent content. This is a cost-effective approach to marketing that increases sales, and helps in better customer engagement.

It is a part of all marketing strategies such as:

  • Social Media Marketing
  • Search Engine Optimization
  • Pay Per Click Campaign
  • Inbound Marketing

Content Marketing is a dynamic field that is continuously evolving. If there is any kind of compromise in the marketing efforts of quality content, then the content is unable to get the desired results.
Each of the above stages should be based on the demands of your audience. You need to plan your content strategy specifically around the interests of your audience.

Here are a few tips for strategizing your content:

1. Be flexible

Your content should be able to adapt to the changes in the market and demands of the consumer. For this, you need to be flexible with your content calendar. While scheduling is important, you need to use the opportunities as and when they arise.

2. Adopt a long-term strategy

Content planning and strategizing is a long-term policy. Therefore, short-term quick fixes will not help your cause. You will need a consistent long-term approach. Publish quality content in a regular manner so as to build your brand.

3. Type of content

In order to be competitive, just shift from conventional and create “dynamic” content. Dynamic content is created once but its elements are modified according to the audience who sees it. It works out as an economical option because the content is created only once, variables such as images, texts, offers, change for a different audience.
While creating content, bear in mind the emotions of the audience associated with the target audience. Also, focus on the stage of buyer cycle your target audience is in. This is because the audience in the initial stage trying to get an idea about the product and that which is looking to purchase it will look for different types of content.
To create content that is truly engaging, provide more details than others are providing.

4. Timing is important

Creating great content is not enough, the timing when it is published is important.
Conversions only result when the right content reaches the right audience at the right time!

5. Automation

The earlier you adopt automation in your content marketing workflows, the sooner you will benefit. There are tools that can be used for content creation, curation, and distribution.

6. Some popular tools used for content automation are:

  • Co Schedule: A headline analyzer tool.
  • Drum-up: A tool that sorts numerous pieces of content online.
  • MailChimp: Email automation tool that sends automated messages when people subscribe or abandon their carts.

Automation in content marketing reduces time and money.
Content Distribution
A content marketing strategy is completed by effective content distribution. Content distribution is targeted distribution of content so that it reaches the target audience. The ROI for your content is obtained only by its effective distribution.

There are three main content distribution platforms:

Owned Media:

These are channels that are controlled by the brand. Examples include the website, mobile site, Twitter account, blogs, etc. This channel helps build long-term relationships with existing and potential clients. It serves as a good means to create more points of interaction.

Paid Media:

Brands pay certain channels to distribute content. Examples of these channels are sponsorships, paid searches, and display ads.

Earned Media

In this case, the customers become the distribution channels for the content. Examples are WOM, Buzz, Viral. It is the outcome of well executed owned and paid media. Earned media can be improved by good content and SEO strategies.
A combination of the three platforms should be used for effective content distribution. How the platforms are utilized will depend on the nature of product/service.

What are the trends in content marketing in 2018?

Content demands a broader strategy

Gone are the times when you just flooded your audience with content. Now you need to plan a broader strategy to include a diverse set of skills and talents. Content is no longer limited just writing. A content writing team of 2018 will have to include graphic designers, people with the knowledge of audio and video editing and production; team members with an idea of metrics and analytics; people for developing strategy and for content distribution and promotion.

Growing Awareness towards dishonest content

The audience is looking for transparency. They are no longer carried away by content that talks about “cause marketing” with an undercurrent of promotional content. The millennials can easily look through this content. It is time to market more authentic content that strikes a chord with the audience.

Content is the key ingredient for Digital Marketing

All aspects of Digital Marketing require quality content in order to be effective. Whether it is Email Marketing, Social Media Marketing, White papers such as E-books, Podcasts, infographics or any other, all are dependent on content. In 2018 as Digital Marketing surges ahead, quality content will only become the key. It is the sole factor responsible for nurturing customer relationships. Content is the best way to build trust.

Visuals are preferred

We have all heard that ”A picture speaks a thousand words” And, there is no better example of this than the popularity of content with visuals. Whether static or moving, the audience loves content that uses visuals. People no longer have the patience to browse through lengthy content which lacks images.

The most popular types of visuals used are:

  • Visuals such as infographics
  • Videos
  • Live Video
  • Podcasting

Stress on Effective Distribution

Just creation of quality content is not sufficient how you distribute it is equally, if not more important! There are numerous ways of presenting your content to your audience. It is recommended that you research and find out which channels of distribution are most effective with your audience.

New Technologies

As technology advances, content marketing will undergo more changes.

Some of the new technologies that are already leaving their footprint in the field of content marketing are:

IoT

The customers are no longer restricted to their screens for content. The IoT has made its presence felt all around us and made content interactive. Two of the popular examples are Siri and Amazon’s Alexa. Alexa allows the flexibility to share content to a much wider audience that does not need to use the screen.

VR

VR has introduced the concept of interactive content. While the content is visual, it has the flexibility for the customer to interact directly with the media.
Content Marketers need to adopt these changes so as to have a competitive edge.

Bottomline:

We all know that “Content is the King”. For every aspect of digital marketing such as Email marketing, social media marketing, PPC, etc. quality content is the basis. The needs of the audience may change from time to time the only factor that remains consistent is “Quality of the Content.”
While creating content it is essential to bear in mind the current trends and the technologies that can be leveraged. Professional Content Marketing Services Providers can create quality content and market it effectively for your business that will help increase its outreach and get more traffic.