market success – Editorial PR

05/Feb/2018

The approach to content marketing continues to mature in India after a new report published by social media giant LinkedIn found the clear majority will be using tech including, machine learning, data analytics and programmatic ad buying, to support creative strategies and thought leadership content during 2018.

The growing appetite for all things content in India is highlighted by the fact that a sizeable 74% are planning to spend more on marketing mediums and platforms during the next 12 months, which is considerably more than those in other countries, including Hong Kong (33%) and Singapore (25%).

LinkedIn surveyed marketing professionals in those three countries and Australia during September and October last year and has now published the Marketing Team of Tomorrow report with the main findings. In content marketing terms, a diverse approach is preferable, and many are eager to integrate the latest trends.

Therefore, it is no surprise that web content, personalised infographics, videos, and articles are the main focus for APAC marketers as a whole, and India in particular. The move to tailored content is now seen as a crucial part of the marketing mix, as brands attempt to serve up added value resources to educate and inform customers while pushing them along the sales cycle.

Content marketing is in the top three marketing trends for Indian marketers overall, and technology will be central to attaining the best return on investment from these endeavours in 2018. Data analytics leads the way, with 94% of respondents saying it will underpin content activities in the coming months, but both machine learning and programmatic ad buying are not far behind.

These results suggest there is a growing maturity and sophistication among Indian marketers in the approach to content marketing, which is a trend reflected in the West as more brands become well-versed in the strategies that can give them a competitive edge across social media and the wider web.

More than a third are also outsourcing content generation to a third party, such as a digital agency. Again, this a trend that has been seen in various other reports during the last six months and suggests brands are now bringing the creative process into sharp focus. The fact that India is also doubling down on creating storytelling to engage and interact with customers supports this trend.

Virginia Sharma, LinkedIn India Director for Marketing Solutions, said: “We’ve stepped out of a year where content marketing took centre stage, and Indian marketers got a flavour of what new-age marketing looks like, powered by data and presented in video. As we enter 2018, technology will underpin all marketing activities, and teams will focus on outsourcing technical expertise while retaining an in-house focus on improving customer experience.”

She added: “This year, Indian marketers will do away with ‘one size fits all’ and will deploy high-quality ‘branded content’ and thought leadership content to gain customer trust and loyalty.”

Other key trends for India this year noted in the report include an expected rise in video content and marketing automation investment.

Aimee

27/Nov/2017

Today’s competitive business landscape has driven more digital enterprises toward utilising content marketing to build audiences and develop long-term relationships with consumers, rather than merely focusing on short-term benefits such as generating leads, clicks and impressions.

The latest Content Marketing in Australia: Benchmarks, Budgets and Trends report, published by Content Marketing Institute (CMI) and ADMA, found that 85% of organisations Down Under are leveraging creative articles, videos, news and other resources to build audiences, with an additional aim of creating several subscriber bases across various channels and platforms.

Brand building exercises have long been a major marketing objective, but the study suggests it is now in sharper focus for CMOs due to the value involved in capturing and retaining the interest of consumers in challenging digital environments. This suggestion is supported by the fact that only 69% said building audiences was a central objective in 2016, so there has been a notable shift during the last 12 months.

Content marketing is quickly becoming one of the most valued brand activities, as the clear majority now see the benefit of creating and sharing materials online to stimulate interest in services and products. Marketers are also more confident in their ability to manage campaigns, as a high percentage of respondents said their content efforts were successful — almost half said they had experienced more success since the 2016 report.

“It’s exciting to see Australian marketers, including those who are just starting out with content marketing, understand the importance of using content to build relationships,” ADMA CEO Jodie Sangster said. “There are no ‘quick fixes’ with content marketing. Marketers who commit to the approach, document their strategy, and create ongoing value for their audience will see long-term results.”

More marketers are also coming of age in terms of creative and strategy, as almost a third said they were in the “mature” phase, while 38% revealed they are in the “adolescent” phase — an uptick of 10% compared to a year ago. There are also fewer marketers in the “first steps” phase, which suggests brands will see more success as their outlook and campaigns develop in the coming months and years.

While content is certainly king for enterprises across the globe right now, a few pressing challenges remain. The top concern cited by respondents was a lack of resources and time, though this could be rectified by working with a digital agency. Just over half said upper management creates an environment where they can produce the content capable of delivering the results they need.

The sentiments about content being a primary tool for forging deeper, long-term connections with consumers was echoed at the 2017 talentQ Expo last week, where keynote speaker Tom Doctoroff claimed that listening more intently to audiences and “harnessing the voices of people” is now essential for continued engagement. He concluded: “Content has to compete with life. It can’t just be a matter of telling and selling. It needs to be a way of deepening a relationship over time.”

Lee Ralph

03/Mar/2017

Over the past few years, the use of content marketing has grown phenomenally. It continues to evolve at a rapid pace and it is, therefore, essential to stay abreast of the latest changes. However, it is also important to review past months and years to understand how the market has changed.

There are plenty of lessons to be learned from 2016 – the first of which is that content marketing strategists are getting better. In fact, 63 per cent of business to customer (B2C) marketers said they’d been more successful than in 2015. Meanwhile, 62 per cent of business to business (B2B) marketers agreed with these sentiments. With growing success, comes the ability to command larger budgets, and the opportunity to balance tried-and-tested methods with new tactics.

Marketing must be mobile

One clear content marketing message from 2016 is that marketers must cater to a mobile market. Both Google and consumer habits are driving the rising dominance of mobile, and neither can be ignored. Google has prioritised mobile, first with a mobile-friendly update in April. This was followed by a mobile-first index update last October. Whilst many websites are now mobile-friendly, a survey in 2016 suggested that 23 per cent of small businesses have not updated their online homes, meaning that many opportunities could be missed.

Email remains a productive distribution network

Though social networks have risen at an astronomical rate, email remains the best channel for content marketers to distribute their content through. A lot of companies still measure success by how many social media likes and shares they’re getting. However, to get eyeballs on content, email is king.

Trust is crucial

2016 also gave credence to the fact that successful content relies on audience trust. Content marketing works best when it instils trust in readers, engaging with audiences who find the content enjoyable, useful and entertaining. Over time, regular fans come to trust what their favourite brands are saying.

This means that content strategists have to be a trustworthy publisher from the very beginning, catching spelling mistakes, checking facts and never misleading audiences.

Content marketing can utilise user-generated material

Finally, it’s been shown that audiences trust recommendations from their friends and peers. This means that user-generated content has a place in a firm’s content marketing strategy. This can take many forms – from customer advocacy and online reviews – to social shares and unboxing videos. Though this content type can be almost impossible to control, it can reap benefits in terms of engagement and, ultimately, conversions. If organisations want to capitalise on this, audiences should be encouraged to write reviews, take part in contests and share content. This can be done with a call to action with an associated incentive.

Content marketing continues to evolve, and technologies will come and go. However, core interactions and connections with consumers remain the same. Figuring out the best way to maintain these relationships is crucial, and by nurturing audiences using the lessons learned from last year, 2017 can be even more successful.

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EditorialPR Musings
Content Marketing Blog

Indian marketers to focus on thought leadership content in 2018

Australian marketers using content to build long-term audiences

Utilise insights from 2016 to boost content marketing success in 2017