web ideas and insights

Inbound Marketing

The Future Of Content Marketing

By Julie Goguen

Brands Will Continue To Build Communities For Tomorrow Through Social Media

Social media is changing the way that brands connect with people, forge relationships and keep in touch with their consumers. The future of content marketing will take the relationships between the brand and the consumer to a deeper level by developing and maintaining a community between the consumers themselves.

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Think about some pretty awesome companies like Apple, Harley-Davidson, Play Station, Lego, etc. - these companies foster a community of lovers and followers of their products. Within brands like these, people are building relationships with other followers, seeking connections for a better game, next release, newest gadget, etc. In doing so, not only are they adding value to the brand, but they are also effectively making the brand stronger through the community that it resides in.

The Increase Of Live Videos

So let’s start with a few riveting statistics:

  • 81% of online viewers interact with an online video every month
  • 92% of mobile video viewers share video with others
  • 45% of live video audiences would pay for live, exclusive, on-demand video from a favorite team, speaker, or performer.
  • 78% of online audiences are already watching video on Facebook Live.
  • Live video has 3X the viewing time and engagement of pre-recorded video.

Great. So what do all those numbers mean?

It means everyone should have a slice of the video pie. Live Video is the fastest growing content medium, increasing 600% in the past year alone. Why, you ask? Because live video is more engaging that just reading. It gives your audience a chance to interact with your brand and be a part of your brand’s story in real time. Ideas for live videos include live streaming of events, live interviews with influencers, customer Q&A sessions, or behind-the-scenes sharing.

Providing Content With Intent To Help vs. Intent To Sell

So, what’s the difference between traditional content strategies and the Inbound methodology? Traditional approaches to content marketing are marketer-centric. That means that this style of marketing is intended to benefit the company; it’s not done with the consumer’s needs or wants in mind. Traditional marketing strategies consist of cold-calling, cold emails (SPAM), and interruptive ads, which will continue to diminish in effectiveness as audiences become numb to their concerted efforts. Traditional marketing is considered to be a nuisance to your viewers and therefore turns them away from your product.

Now, enter Inbound Marketing. An inbound content strategy consists of relevant and helpful content that is distributed to your audience/potential audiences by way of blogs, social media, and smarter email marketing. Inbound is meant to attract leads that are currently seeking the information that you are already providing. A customer-centric approach means you are giving your audience the content that THEY want to see.

The New-ish Google Algorithm

For years, Search Engine Optimization (SEO) for content has been based around key-word research. Well, Google has been changing things up (again). Over the next 12-18 months, Google will fully transition to natural language search. Natural language search is search carried out in everyday language, phrasing questions as you would ask them if you were talking to someone. “How high is the Empire State building?”, “Who won the Super Bowl in 1994?”, and “What is a Mantis Shrimp?” would all be prime examples of the kind of language that Google will be gearing itself for. So you’re asking, “Why do I need to know this?” Well, as a marketer, this is going to affect how your content is read within search engines. Titles and topics are not only just as important as keywords, but how they relate and link within one another is of equal importance. 

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