Content Marketing. A proven methodology to attract clients and interested followers for long-term growth.
Are you looking to generate more exposure online?
Do you want to help your audience by publishing relevant content that drives success?
Well, you’re in the right place to develop a strategy of your own.
According to analysts from Technavio, the digital content industry alone is projected to be worth over 412 billion dollars by 2021. As more content and information gets thrown around, it becomes increasingly difficult to standout and connect with you audience. With innovations such as Fiverr and automated writing software, there are lots of “wannabes” (and professional writers), being hired in this industry right now which is fueling that number.
These writers are being hired by everyone that has a digital presence. From large Fortune 500 companies to small niche bloggers, most individuals rely on writing from consultants or guest posts to diversify their content. The latest stat I could find on the web is that there are currently 440 million blogs.
But if you consider Medium and Tumblr (and other similar sites), that number is surely over a billion because just Tumblr alone has over 400 million blogs. And if you consider the average amount of social media accounts associated with each blog, you can 4x that number.
Technology has allowed us to communicate in ways that was impossible a few decades prior. I believe that we have seen the early adopters rise to success through the power of sharing content that resonates with a niche, and there will only be more as new platforms appear and internet access becomes even more accessible. So, how can we use our unique voice, our very own frequency, to build a sustainable online audience that drives growth, leads, and sales? That’s the million-dollar question.
Humans have the inputs; we are the one’s that know the most about our business. It is humans, not bots that will create the authoritative “results-driven” content that brands need.
Let’s say you’re a plumber. You own a plumbing company.
You probably know why people call you, and what questions they seek answers to when determining the right fit for their project.
If you want to brand yourself online, your options are:
1. writing for yourself
2. hiring a professional content writer
But you’re a plumber, not a professional writer. You need to clearly articulate information (customer pain points, your value proposition, your reviews) to your content writer to ensure they can cater the content for your unique audience.
Speak allows anyone to answer questions (with voice) about their business or message and turn those answers into engaging marketing content. Additionally, you can hire a professional to take all your topics, themes, and keywords to start creating targeted content without any extra work on your end.
Unfortunately, there will be many brands in the coming years that will never see the ROI from content production. Why? Because they will focus solely on doing it, without creating a strategic plan, and by hiring a writer that may not truly understand their message.
So, what is a content marketer?
What kind of skills do they need to have?
It comes down to this: content marketing writer = expert communicator.
They can be responsible for creating online written content, blogs, articles, e-books, white papers, social media copy, infographic copy, and more that builds trust and loyalty with readers while engaging and informing them.
Professionals know the importance of developing engagement and trust with a reader, as it pays dividends to the brand in the long run by building top of mind awareness. We want to help you develop your audience, increase their engagement and grow your sales without spending thousands on content production.
Here are a few trends we have identified for content marketing in 2020.
- Quick Vertical Videos
Would you like to connect with Millennial and Gen Z audiences? You’re going to need to be investing time in making catchy short vertical videos. The evidence is in social media platforms and their most recent features. Spurred on by the launch of Snapchat (2011), Instagram Stories (2016) and TikTok (2016), short-form video has been going from strength to strength over much of the past decade.
- User Generated Content
If you’re having a hard time thinking of content to create, why not lean on your biggest supporters (your current customers!). Hopefully, these individuals will have the most loyalty to you and be willing to contribute content to help you attract more like-minded people.
Here are some examples of user generated content:
- Guest blog posts
- Customer reviews
- Testimonial videos
- Case studies
- Re-Post Customer Instagram Stories & Organic Posts (e.g. ‘Top 5 photographs of the week)
- Using social media to reply to customer queries (and complaints!)
- Polling your social audiences and displaying their responses
- Create competitions and re-post user entries
- Letting user-generated feedback guide your brand’s future content
- Audio Snips & Long Form Podcasts
An interesting way to catch people’s attention is to share a short preview on social media that links to longer form. We have seen this with popular podcasters. For example, Joe Rogan who invests in an individual account (JRE Clips) to share weekly highlights or short stories from a featured guest. Check out this website we created to allow viewers to navigate long-form content. Linking to a dedicated content landing page like this allows people to engage in content they’re curious in and watch more in-depth if they chose to do so.
Another interesting use of audio content is to have it transcribed to text. It used to be a massive pain to fulfill this type of work. Now, thanks to advances in technology, you can easily have an automated service transcribe your speech to text. Reformat this text, add some headings and images, and voila! You have a working blog post to share to your website or save for future use.
Hate ‘em or love ‘em – I don’t see these going away anytime soon. An average person spends an average of 1.5hr/day on social media. And memes are the language in which people on social media communicate new ideas and attitudes. Memes are a great way to stay current with the culture, show your brand voice, and get some laughs or social shares along the way. If you truly understand your target market’s emotions, you can appeal to them through creative marketing techniques intertwined with current meme culture. Don’t know where to look? A quick Twitter, Reddit, and Instagram search can get you up to speed. The idea is to take a popular meme and put your own creative flare on it – revive it if you will. Especially those that may be a couple months old, it’s always interesting to see how a company can spin their messaging into an old joke.
- Clear Call-To-Actions
This is “so what” after interacting with your message. Content marketing is meant to be purposeful. Are you trying to capture email? Are you hoping they book a demo? This can be 1 or 2 sentences at the end of a post that encourages the prospect to become a customer for the brand. You can also use in-page buttons or in-text hyperlinks to clarify the action.
Lead with value. Make sure you give value first; this isn’t about a hard sell. You should know your customer’s behaviors and thoughts better than themselves. You shouldn’t need to force them to do anything against their will. Focus on creating content surrounding a targeted advertising message and providing free value. This helps build trust and positions you as the expert in your field. It also helps you identify buyers, non-buyers, and those who are on the fence.