We analyze the keys to good content marketing and the trends for 2016 around this digital marketing strategy.
If there is one household chore that I hate with all my might, it is put the cover on the duvet. I’m clumsy, I admit it. In the attempt to put it in and square the four corners, I also end up under the cover, like a disoriented little ghost. Despite the efforts, the result is always the same: cover without duvet and duvet without cover. A disaster.
Recently, someone shared on Facebook this video “How to easily put on the duvet cover. There is a trick”from the Belgian subsidiary of bosch. It was love at first sight. One of those gifts that, because unexpected, make you tremendously excited.
Since then, I have already shared the trick with my friends and family. Now even with you. Bosch has won a part of the hearts of all of us who hate putting the cover on the duvet.
Behold the key to content marketingthe good thing, what all companies should achieve: fall in love with useful and valuable content to become not only clients but also prescribersthat is, getting us to recommend the brand.
Content Marketing: a love story
And why does Bosch manufacturer of household appliances talk about duvets? Because that is precisely what content marketing is about. It’s not about looking at our navel all the time, about “selling the motorcycle”, about talking about how great you are.. That’s what advertising is for, which reinvents itself every day to be less invasive (and to avoid adblockers which we use to block ads while browsing the Internet). In content marketing it is vital know the targetknow the client’s concerns, needs and problems (how to put the duvet in its cover) and give you just the content you are looking for, as long as it is consistent with the brand’s vision. Only then will we fall in love with him. He will be the one who approaches you, attracted by what you offer him. What happens when the company does content marketing focused on itself? Well, simply will drive away the customer. He is like the guy who tries to flirt with you but only talks about himself, neither asks nor listens. Neither you nor anyone else would want to be with that boy. In a content strategy, your company remains in the background, the customer becomes the center of the universe.
Does this mean that it is forbidden to talk about you or what the company does? Of course not. You can talk about your product or its service, as long as you do it in a natural, transparent and non intrusive way within the framework of content that generates value, that is useful, that helps make life simpler, that clarifies doubts, etc Don’t sell anything, give solutions.
What matters, where, how and when
You can do it in different ways and with different formats: from an article on a corporate blog, a post on a social network, an infographic on Pinterest, a video on the YouTube channel… It is worth stopping at this last format: the video. If in 2015 it was the winning type of content, 2016 will only consolidate its success. The text begins to saturate and, according to Cisco, This year a total of 1.2 million minutes of video the equivalent of 833 days or more than two years will cross the Internet every second. And we are not only talking about videos generated by professionals but also personal micro videos recorded by consumers themselves from their mobile phones and distributed through social networks.
The social environment gains weight and importance. We will no longer only find generic links but content created specifically for Social Media platforms. For example, the Bosch and the quilt video is created especially for Facebook. Precisely this social network has taken a giant step with the launch of InstantArticles, the tool that allows media to publish instant content on their profiles. What will be the next network to join this trend?
The choice of format and platform will always depend on where your target is located, what the audience you are targeting is like and what you want to achieve with your Content Marketing strategy. In 2016 it will be vital to measure not only where but when. He chosen moment to distribute the contents can significantly vary the result of a campaign.
At a time when mobile searches on Google exceed those performed on desktopbrands must also strive to generate more and better content adapted to the mobile phone.
A lot of strategy and, of course, heart. Be clear, try to empathize with the client, speak their language and generate a emotional link with the. I, in particular, am a fan of storytelling, that technique that brands like Coca Cola, Apple or Ikea know so well, capable of making you feel butterflies in your stomach or a lump in your throat with unique stories. Storytelling does not sell products or services but emotions. The values and virtues that will make you want a romance with that brand or company.
And all this altruistically? It’s good to help society, but let’s not fool ourselves, behind Content Marketing there are some goals: attract potential clients, get leads (user contacts through a form), build brand, increase visibility, increase sales…What is the ROI or return on investment in this discipline? The truth is that it is very complicated, almost impossible to measure it in economic terms and, furthermore, the results are seen in the long term. It is like a love story forged slowly, in the old way, that must be cultivated day by day, content by content, but that once established will last over time.
Love in times of SEO
I have reached this point without naming the well worn SEO. Translation 1: achieve organic positioning in search engines. Translation 2: appear in the highest positions in searches for one or more keywords. Translation 3: have visibility on Google without paying (by paying we have the SEM).
exist multitude of SEO tools, hundreds of services and tools, free and paid, that can help you on your path to perfect SEO. Here you have a complete and updated list prepared by ninjaseo.com. Choose based on your objectives and budget, but without forgetting something essential: always write for people, not for robots. Good content does not change even if Google’s algorithm changes. Furthermore, after the latest modifications, in 2015, Google prioritizes content that answers user questions and offers quality solutions. So what about relevant keywords, titles and descriptions, optimized URLs, and tags? It is advisable to be careful and keep them in mind. SEO is not dead, organic positioning is still vital in a framework of general rejection of traditional advertising, but repeating keywords like a parrot is no longer acceptable. What really scores points now is providing good and prioritize user experience or web usability (UX). If you want the user and Google to love you, offer them valuable content and promote pleasant browsing, the kind that leaves you with good feelings.
One of the things that intrigues me most for 2016 is How content marketing will respond to technologies of increasingly everyday use such as Siri and Cortana. These virtual assistants, which use search engines to answer questions asked by users, are changing the way we search and find things, raising a challenge. new challenge for SEO optimization and for content creators.
Content is NOT king
Content. Content. Content. It seems clear that content is king, right? Well no, content is NOT king. First because it is evident that today anything can be called content. If that were the case, the monarch would be the GOOD content. Second, because we must be clear that Content marketing is not writing and then folding your arms. Spreading content is as important as writing it. It is essential to make them known and, for that, the social networks They are, as I have already mentioned, the ideal way. Furthermore, and for those who long for Google to love them, tell them that there is a positive relationship between the number of shares on social networks and better positioning in search engines.
But also, content marketing is, or should be, conversation. If you publish, for example, a post on a blog, the ideal would be for it to serve to exchange opinions with readers, to “listen to them,” to chat with them. Ultimately, for generate community. Content marketing increasingly faces an informed and demanding consumera user with many suitors, who consults numerous sources, studies and compares before giving his little heart. This consumer is the king.
Analyze to start over?
Analyzing the results is another of the key stages of a good content marketing strategy. Doing something without evaluating whether it has worked or not is like not doing it.. If you want to know what format works best or what topics engage people the most, you will have to measure, measure and measure. Increasingly. And remember, you can (should) always go back and tweak or update the content that requires it. Even, if necessary, correct your entire strategy.
All of these are questions that you should take into account if you work in Marketing, but also if you are part of the communication, Social Media, human resources or training team. Because content has a lot of potential, and far from going out of fashion it will gradually reach all corners of the company.
They say that in In the US there are already little programs capable of writing articles on simple topics like sports or the weather, but, for the moment, you and I are still necessary to address complex topics. For how long? Perhaps we will soon know the answer, but for the moment I will continue working as an enthusiastic cupid between companies and their audiences.