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What Your Brand Marketing Strategy May Be Missing

Posted by Bryan Wang


The only constant in marketing is that change is constant. 

With new techniques, trends, tools and best practices always emerging it is important for a brand marketer to stay on top of the latest developments. Remember audience preferences are always evolving. 

With 2016 on the horizon your company marketing team may be gearing up to renew and re-jig the corporate marketing strategy.

It’s important to focus on content marketing as a part of your brand marketing strategy as the creation of content has proven to be effective in driving purchases. In fact 53% of customers are more willing to a buy a product if they find it via an online article. Content marketing has also been show to have triple the return on investment versus paid search. 
Content marketing is defined as the creation and distribution of valuable, relevant, and consistent content to drive profitable customer action and to attract and retain target audiences. It is used in the context of a strategic marketing approach..

Here I go over what key things that the content marketing portion of your marketing strategy may be missing.

Your Content Marketing Should Be Optimized for Mobile:

Audiences today are on a wide variety of devices when consuming content. From tablets, mini-tablets, desktop computers, laptop computers, smartphones and smartwatches there are a number of devices through which your content marketing efforts are being viewed. 

However there has been a shift towards a preference for viewing content over mobile recently. A recent study showed that as of July 2015 mobile digital media time is at 51% compared to desktop at 42%. From 2010 to 2015, the average time spent on mobile increased from 0.4 to 2.8 hours per day. Now it is no longer enough the create content marketing pieces for the desktop screen in mind and then require smartphone users  to zoom in when trying to view it on their smaller screens. Instead your brand marketing team has to start the content marketing creation process with the smartphone, tablet and smartwatch end-user experience in mind. What writing style, image choices and content format would best suit a user reading your content piece from their smartphone on the bus or from their tablet on the sofa at home? 

Also consider what happened on April 21, 2015 when Google’s new mobile-specific algorithm came into effect. This algorithm was applied to make the most mobile-friendly webpages rank near the top of search engine results for specific keywords or queries inputted into Google’s mobile search engine. Sites that failed to meet the search engine’s new standards were punished with lower rankings.  This is important for content marketers as it showed Google’s recognition of the fact that audiences are increasingly spending more time browsing the web on their mobile devices and that a brand has a better chance of engaging with users by optimizing content for mobile users to a great extent. 

Consider this great content marketing strategy from AT&T. It used a multi-pronged content approach creating a short film in collaboration with VICE as well as a curated Tumblr blog – both pieces aimed at Millennials.

There Are New Social Media Platforms Emerging:

You have a corporate Twitter, Facebook and LinkedIn account - you're covered right? Wrong. 

There are new social media platforms emerging which have new audiences migrating to them - some of these audiences may be your target audience. While the giants in social media such as Facebook, Twitter and LinkedIn may draw large, mass audiences, newer social media platforms can either draw niche audiences to the specific specialty of the social media platform or bring together disparate audiences into one place. Consider SlideShare and Wanelo. 

SlideShare allows professionals to create slideshow presentations. Think of it as the YouTube of professional presentations. It’s user base is growing, it was acquired by LinkedIn. Currently it is one of the top 100 websites in the world, with 70 million professionals using it to search in 40 subject categories. SlideShare attracts a substantial audience – professionals who are looking for quality content on areas such a technology or education and so forth. In fact SlideShare attracts 500% more traffic from business professionals than Facebook, Twitter, LinkedIn and YouTube.  If you are a B2B business for example having a SlideShare presence could mean having access to audiences who are eager to consume content related to your product or service. 

On the opposite side of the spectrum is Wanelo – take from the words ‘want, need, love’ - is a social shopping platform which once downloaded in app form lets consumers browse millions of products offered by a wide variety of sellers. Unlike Etsy which caters to the handmade, craft-focused movement, Wanelo lets its users look through items from big brands, online retailers and independent artists and crafts-people all in one place. Its users are 90% female, with 11 million currently using it, spending as much as 50 minutes a day on it. Currently there are 20 million products featured with 350,000 stores featuring their product lines on it. As such if you are a retailer of any size that caters to women it could be very relevant to make sure you are featured on a platform such as this which brings in a wide female audience. 

These are just a few examples. Your brand should be keeping an eye out for the new, emerging social media platforms to not only be current but to also reach your ideal audiences. 

Premium Content over SEO:

Recent algorithm changes from Google have prioritized premium quality content over keyword optimization. Search engines use SERP (search engine results page) rankings to judge how valuable the web page information is, how long visitors stay on a page (aka ‘Dwell Time’) and how much of the rest of the site they click through. 

As such there is now an emphasis on greater use of pictures, infographics and video content which is proving to be more arresting to webpage visitors than plain text. And when a brand does use plain text it should be engaging content via blogs, articles, guides etc as well as informative product /service information. 

Also remember that audiences are becoming more accustomed to entering longer more complex search queries instead of a few broad search words. As such now there is a greater emphasis and importance on higher quality and relevancy of webpage content instead of keyword density. Keep creating useful and relevant content to see more visitors to your brand website.

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Topics: Loyalty