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Keep up to date with the latest content marketing tips and news.

21/Nov/2016
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Content marketing strategies can be complicated at the best of times. There are multiple considerations when it comes to the actual content and the various places it can be shared. Another point that marketers must think about is gaining consumer trust. Without it, engagement is likely to be reduced and strategies, therefore, will be doomed to fail.

For anyone who has ever had to sit down and write a university thesis or college paper, a critical element is citing sources. These validate any data used and, as a result, gain the trust of readers. When it comes to the Internet, gaining people’s trust is even more important as there are countless exaggerations and lies that can be passed off as fact. Becoming a trusted and respected influencer should be the goal of businesses, especially those wanting to be successful with content marketing campaigns.

There are a variety of ways for brands to increase their reliability and trustworthiness in the eyes of the consumer. While there are many things that will always be out of a strategist’s control, plenty of tactics remain.

Create a schedule

One of the most important things for content marketing is consistency. Therefore, it is extremely important to develop a posting schedule, curate content well in advance, and then stick to the plan. By doing this, current readers and potential fans can enjoy a steady stream of posts that not only provide information, but project a firm’s branding. And, every time a schedule is adhered to, consumer expectations are met and a company’s reputation enjoys a little boost.

Utilise sources for data

As mentioned, it is very important to ensure that your information, especially statistics, is correct. The world, especially in the modern era, demands proof – so brands need to back up any figures with links to statistics. This helps to create a good culture of only utilising credible sources. And, if data has come from an ambiguous place, it’s best to try and find a trustworthy site to cross check.

High-quality content is key

There used to be a time when quantity over quality worked, but not anymore. Brands must be sure they’re crafting high-quality material that has no grammatical or spelling errors. In addition, readers must be able to gain something from content, whether it’s an answer to their problem or valuable information that enriches their lives. If content doesn’t make the grade or has the potential to damage a firm’s reputation, never publish it.

Branding voice remains important

Finally, it is extremely important for brands to develop a voice and then stick to it. Of course, over time a company’s voice is likely to evolve and change as they become more aligned and comfortable with the content they’re offering. However, having a guideline for content is important, both in the language that’s used and the actual structure of content itself.

Gaining someone’s trust can be an extremely powerful asset when it comes to business. It not only builds a relationship with a consumer, but it may also make them more likely to share positive word-of-mouth feedback about a brand too. It is, therefore, a crucial element that must not be missed.


03/Oct/2016
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The world of content marketing has evolved a great deal over the years. In 2015, many brands began to realise the potential of this form of advertising – particularly if the power of digital delivery is harnessed. Now, PulsePoint’s head of demand for Europe, the Middle East and Asia, Ben Pheloung, has suggested that 2016 has seen companies finally understand that distribution and context are as essential for content marketing as producing the material in the first place.

Talking about how the content marketing industry has grown, Mr Pheloung said: “We have always said that content is king, but now brands are realising that data, distribution and context are just as vital. Your content means nothing if nobody sees it.”

The increased use of content marketing has been significant. In fact, new estimates from the Content Marketing Association’s (CMAs) managing director, Clare Hill, said that the channel would reach a value of £6bn by the close of the year. This is partly because marketing budgets have increased by an average of 25 per cent annually. Ms Hill says that as ad blocking has seen increasing activity, content marketing has become a favoured way of delivering valuable material, because success can be easily measured, and engaging relationships can be nurtured. In fact, some brands have become so involved that content is now the cornerstone of their advertising operations. For example, with its YouTube webisodes, TV shows and feature-length movie, Lego have made the move from a simple product to a media mogul. Similar success is being seen by brands like GoPro and Red Bull.

An expert in the industry, Rhiannon Thompson, says that content strategists need to ensure their brands are continuing to make investments, particularly in sophisticated measurement and data collection solutions. Agility remains a top priority, with real-time measuring and monitoring likely to grow in importance. “The ability to shape content according to the detailed statistics now available ensures greater ROI and efficiencies in content-to-audience delivery,” Ms Thompson explained.

While many believe that real-time means should always be present, Mr Pheloung suggests this is not the case. For example, while brands like Red Bull and Adidas have the capital to offer a rich content programme, smaller firms should invest in engaging and meaningful content that is offered in the right digital space. “Think less like a marketer and more like a consumer,” Mr Pheloung suggests. As an example, a nappy manufacturer could focus on building a wide space in the parenting niche. Likewise, companies providing financial services could produce content based on helping people secure better credit scores or explaining the implications of the latest budget. Instead of trying to be everywhere, these companies would instead stay focused on their niche and offering content in the right context.

While context, data and distribution are crucial for future content marketing strategies, the most important element remains a current and proven tactic – remaining genuine. This enables brands to establish their credibility and remain transparent, helping to generate true emotional connections with fans, followers and customers.