I recently attended Hubspot’s Marketing Conference “INBOUND” and learned all about the recent trends in marketing! One of the aspects most commonly discussed was content marketing. This probably does not surprise you but hopefully some of the top tips will teach you something.
#5: When beginning to produce content, it’s important to ask yourself “What is in it for the customer?” This step seems intuitive but if overlooked, marketers can spend hours working on content that does not resonate with their prospects. Since there are many tasks for us marketers to accomplish in a short time frame, it is crucial to question our motives so we can stay focused on our overall goals.
#4: Content must be customized for each platform. When I first started to market for work, I did not understand why customization was necessary. The speakers at INBOUND educated attendees that customers utilize social media platforms for different purposes: Facebook is primarily for socializing, Twitter for real time talk, LinkedIn for learning about job & industry updates, etc. Therefore, marketers are more successful if and when we can compose content that is targeted to each specific social media handle.
#3: Content that performs well on social media includes: how to posts, lists, “what is __” posts, why or why not posts, videos and info-graphics. Social media users have become increasingly interested in visual content so marketers need to recognize this and create content that will attract viewers. Gaining the attention of a user is the first step in the content marketing strategy, (pictured below).
#2: You may now be wondering, how can I gain someone’s attention in a digital world where every company is competing & creating their own content? There are a couple of ways to accomplish this. Attention can be considered a function of one’s expectations. Try adding in a touch of suspense, discovery, uncertainty or alternatives to what viewers are currently thinking. Marketers that can cause users to experience a shift in emotions (especially dopamine or humor) will have a greater success rate with people noticing and engaging with the content.
#1: Dare to be different. Every individual, company or organization has an unique story so do not be afraid to share yours! Potential customers will be more inclined to learn more about you if you give them a “behind-the-scenes” sneak peek. Bonus points if you can make your story relevant and somehow link new content to what people already know about you.
I hope these tips will help you improve your content marketing strategy. I will continue to share insightful information I gathered from last week’s conference. Feel free to comment below with any questions or ideas!