Content marketing uses articles, videos and other types of content to attract audiences with the goal of converting them into customers. This strategic approach to marketing is more subtle than traditional advertising. Examples of content marketing include Instagram hashtag campaigns, blogs on popular topics or even sponsored content in the form of print articles. The idea is to make marketing a useful resource for information and entertainment.
Effective content marketing can attract large numbers of followers who become loyal to a particular brand. As social media, video streaming and other online destinations make traditional marketing less effective, content marketing is seen as a proven tool for marketers to reach new audiences.
If you are interested in learning about strategic marketing techniques, La Salle University's Master of Business Administration, Marketing Specialization online program covers advanced marketing concepts taught by La Salle University faculty.
New Trends in Content Marketing
Like all forms of marketing and advertising, content marketing continues to evolve. Here are just a few of the up-and-coming trends:
"Inside Trader Joe's," "Slack Variety Pack" and other branded podcasts garner large audiences. An estimated 57 million Americans listened to a podcast in 2016, according to Edison Research. Many of those potential customers listen while driving or preparing meals, making it much more likely that they will hear an entire episode. Writing and producing podcasts can be time-consuming, requiring a long-term commitment from content marketers, but the benefits can be immense.
Video and Livestream
A survey conducted by Livestream and New York Magazine found that 80% of respondents would rather watch a company's video than read its blogs. With the continued popularity of YouTube videos and Instagram stories, content marketers should consider making videos and livestreams a part of their marketing efforts.
The number of monthly voice searches reached over one billion in January 2018, according to Core DNA. With keyboard-based searches trending down, content marketers should be mindful of how their websites and content marketing efforts can be optimized to answer vocalized queries.
Consumers are seeking companies that feel and operate like small businesses, not large corporations. Providing employee testimonials and livestreams can make a company more relatable to potential customers.
AI and Chatbots
Chatbots use artificial intelligence to answer simple questions from customers and potential customers. By offering customers a way to interact at a time and place of their choosing, companies can develop a relationship that could later translate into a sale. One study found that businesses with chatbots saved $300,000 per year. Consumers are increasingly expecting companies to offer chatbots, the study found.
Online Tools that Guide Social Media Posts
Deciding which blogs or articles to share on social media is an important task for content managers. The New York Times recently developed an online tool called Twitter and Facebook Interface (TAFI) that measures engagement on its website to determine which articles to share on Facebook or Twitter. Many companies use online tools to measure viewer engagement.
Gain the Skills to Be a Leader in Content Marketing
The two most significant trends shaping content marketing are technology and authenticity. Using trending technology platforms and being honest about how you present your business can help you stay ahead in the increasingly competitive field of content marketing.
To help get you there, La Salle University's MBA, Marketing Specialization online program leverages the latest technologies to provide students with the tools to succeed in marketing. The 100% online format, which offers five start dates per year, blends affordability with convenience to accommodate the lifestyles of working professionals.
Learn more about La Salle University's MBA, Marketing Specialization online program.
Sources:Marketingland: Chatbots Saved Businesses $300,000 on Average Last Year, Study Finds
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