The consumer world evolves extremely quickly. Since the advent of the internet, marketing has changed dramatically as new channels have opened up and consumers have become savvier.
Writing fresh, original content is still a key part of any successful marketing strategy, but there are now many more complexities and nuances behind marketing this content to best effect to truly resonate with a modern audience.
A 2019 trends report from the Content Marketing Institute found that content is still one of the primary factors of marketing, with 77% of B2B marketers using content marketing. The majority use educational assets within content to build trust in their audience and nurture leads. This includes content such as quizzes, white papers, guides and informational blogs.
A study in the US found that more than half of respondents checked their email account more than 10 times each day, and this is the preferred way people like to receive content from brands. This means that email can be a highly valuable marketing tool, provided it is utilised correctly. There are various free tools available that allow businesses to preview their emails in a variety of formats before sending, to ensure the finished product looks as it is supposed to on arrival for every recipient.
In a world increasingly lived online, companies have access to more data about their customers than ever before. Social media and other channels harvest vast amounts of data about each user every single day, and this information can be used to create personalised marketing messages that are tailored to appeal directly to the individual, rather than relying on mass marketing.
Personalised content can be tailored to the individual or targeted to select groups based on search history and online habits. Behavioural segmentation allows for targeted marketing that has been designed specifically to increase engagement among a key demographic, at a time when they are most likely to engage with it.
Since the dawn of online search engines and their algorithms, link building has been a key component of SEO and online marketing. One way to earn a series of high-quality links is to connect with other websites – especially those that rank higher for page or domain authority – and ask them to link to top content on your website and blogs. This requires ensuring there is continually updated content that is relevant to the sites you are asking to link with.
No matter how engaging a piece of content is, it will only reach a certain number of people. These people will only keep coming back if the content is regularly updated with new information that engages in the same way. Adding fresh content is always going to be useful in terms of ranking higher in the search results and attracting new readers. However, there are also opportunities to refresh popular content that has previously ranked well, revitalising older content with a fresh take and using it to increase traffic to the website and attract new backlinks.
Ajab Samrai is an experienced advertiser who has worked on multiple high-profile campaigns for agencies including Saatchi & Saatchi, Ogilvy & Mather and WPP Team Vodafone. He has worked on advertising brand campaigns for clients such as T-Mobile and British Airways.