There’s a plethora of information and options available to consumers. All of which can make it overwhelming for buyers to make a purchasing decision. Content marketing has enabled organizations to prove their expertise and point of difference through thought leadership articles, how-to’s and videos. While these marketing methods have proven successful for bringing in leads and converting consumers, crafting exceptional content isn’t easy. Content marketing takes time, research, creativity and the ability to collect and measure the right data, identify patterns and adjust strategies.
On this week’s #SproutChat, Sprout All Star, Beth M. Wood, joined us for an insightful conversation on what marketers should expect and incorporate as they create and strategize on content.
Content Trends Are Always Changing
We’ve seen the evolution of content becoming more interactive and entertaining. On many social networks, content needs ad dollars behind it to have any kind of impact. Regardless, it must resonate with viewers or it will quickly get passed over. Trends have been heavily dictated by social network updates such as Facebook auto-play and Instagram Stories. Brands must stay on top of these changes and adjust their strategy at the drop of a hat in order to stay relevant and reach their target audience.
A1: Content has moved from "how" to "why" – using a customer's experience with a brand to tell a story. #sproutchat
— Beth M. Wood (@a1972bmw) March 29, 2017
@SproutSocial A1: Definitely video — Instagram Stories, Snapchat, and Facebook Live are quickly changing all of that. #SproutChat
— MyCorporation (@MyCorporation) March 29, 2017
A1: It used to be text when social started, then photos, then video, and now live streaming. I love the evolution! #sproutchat
— Sarah Romero (@iHeartDates) March 29, 2017
A1: Content is getting more visual, interactive, mobile-friendly and customized#SproutChat http://pic.twitter.com/JHy8Kd1cCB
— @AndreaTorti90 (@andreatorti90) March 29, 2017
A1: For video, you MUST have captions. Everyone doesn't have earphones nearby or even want to be interrupted by sound. #sproutchat
— Tiffany Collins (@tmonetcollins) March 29, 2017
A1 Twitter is still a pretty key player in trending content. Live video has definitely become the latest & greatest source #sproutchat
— Caitlin Waters (@Cait_Waters) March 29, 2017
A1 Two types of content: a) content that informs/educates, and b) content that drives social activity. Each has a place. #sproutchat
— Martin Lieberman (@martinlieberman) March 29, 2017
“Short & Sweet” Shouldn’t Apply to All Content
We’ve seen a shift short, “snackable” content. However, not all content should follow this rule. Never sacrifice the messaging in order to stay within an arbitrary timeframe guideline. The amount of value should correlate with the length. Don’t try to communicate too much with a 30-second video and don’t lack key takeaways in a 2,000 word blog post.
A2: Long form content (i.e. eBook) must be scannable though. #sproutchat
— Beth M. Wood (@a1972bmw) March 29, 2017
A2: Not necessarily – as evidenced by the recent trend of "tweetstorms". But it has to be appropriate. #SproutChat https://t.co/xQiZS3FLDM
— Probably Geoff (@mynameisGEOFF) March 29, 2017
A2: Use concise content to grab attention, then direct that attention to long-form content. #SproutChat http://pic.twitter.com/RkPUFC2E0g
— Mallie Rust (@malliefe2o3) March 29, 2017
A2: It depends on the social medial platform you're using. But on Facebook, I've started using longer form with good results. #sproutchat
— Sarah Romero (@iHeartDates) March 29, 2017
A2: The main question the length contributes to is if the value was delivered or not. Pick the form and medium that works best. #sproutchat
— Tiffany Collins (@tmonetcollins) March 29, 2017
A2: Depends on content. Some things add more value when long; others need to be short and easily scanned. #quality #sproutchat
— Caroline (@CarolineRexx) March 29, 2017
Combine Content Best Practices With What Works for Your Audience
Standard best practices advise that how-to articles and listicles are an easy win. While there’s value in abiding by what other brands have had success implementing, you should always be cognizant of what specifically is resonating with your audience. Perhaps a more narrative approach is more valuable. Look for evidence in the data, as well as anecdotally, to determine the direction of your overall strategy.
A3: There are benefits to best practices, but don’t limit yourself. Test & test again to find what works for your audience.
#sproutchat— Beth M. Wood (@a1972bmw) March 29, 2017
A3 always look at what works for others, but know YOUR brand/audience. #SproutChat no reason to reinvent the wheel, but stay relevant https://t.co/uXnyop0znJ
— LUCYrk (@LUCYrk78) March 29, 2017
A2: It also depends on your audience. If you're targeting millennials, it's probably best to keep things short and sweet. #sproutchat
— Adriane Davis (@Being_Adriane) March 29, 2017
A3: It's good to know what works for others, but know what works best for you. #SproutSocial #sproutchat
— Tim Mohler (@TimothyMohler) March 29, 2017
A3 All brands are different – find your stride – show your audience why you are unique #sproutchat
— Toby Metcalf (@Toby_Metcalf) March 29, 2017
A3: Yes and no. General trends should be kept in mind, but each client should have its own strategy and content schedule/tone. #sproutchat http://pic.twitter.com/uS4pFWlLhN
— Franco (@FrancoPRGroup) March 29, 2017
A3: There's some blanket best practices that should be involved but put personality behind your work! You're not everyone else #SproutChat
— Jeff Higgins (@AnnaMariaSocial) March 29, 2017
What to Expect in the Near Future
Stay ahead of the curve! Here’s what the #SproutChat community expects to be successful in near future.
A5: With growth of AR/VR, #interactivecontent will reach a new level with audiences able to put themselves into brand’s story #sproutchat
— Beth M. Wood (@a1972bmw) March 29, 2017
A5: Also look for brand collaborations in the form of entertainment content & agency "dream teams!" #sproutchat
— Beth M. Wood (@a1972bmw) March 29, 2017
A5: And Data-driven content. Infographics already excel at this. Data will play an even larger role. Curiosity will lead! #sproutchat
— Beth M. Wood (@a1972bmw) March 29, 2017
A5: Again video and live video. Reactions posts, podcasts, stories. #sproutchat http://pic.twitter.com/mFP6rzk1NA
— Franco (@FrancoPRGroup) March 29, 2017
A5: Interactive content for the engagement value, live content for the authenticity value. #SproutChat http://pic.twitter.com/WiKmORZ9gm
— Mallie Rust (@malliefe2o3) March 29, 2017
A5 Anything video. But also coming in hot: #VR & #AR experiential content. #SproutChat https://t.co/flQ8Eu1Zhy
— Michelle (@michelletweet) March 29, 2017
A5 I'm a sucker for content that makes you THINK. Or funny content. We all like to be entertained 😛 #sproutchat
— Caroline (@CarolineRexx) March 29, 2017
A5: Influencer/brand advocate marketing will continue to grow. It's all about those relationships! #SproutChat http://pic.twitter.com/Y5gmq5cLFh
— Mary Becker (@marylizbecker) March 29, 2017
A5: Live video and podcasts are both continuing to grow. #SproutChat
— Express Writers (@ExpWriters) March 29, 2017
Join us next week on Wednesday, April 5 at 2 p.m. CDT. We’ll discuss how to be successful on all social networks. Until then, join our Facebook group to network and discuss any other social media marketing topics on your mind.
This post #SproutChat Recap: The Future of Content Marketing originally appeared on Sprout Social.
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