Who has heard the overused saying “content is king”?
Everyone! A fear years ago, this was the royal decree that marketers were grovelling to. It was all about pumping out as much content as possible to keep the masses and the Search Engines happy.
However, a few years later, it’s now everywhere. Hordes of it.
That’s why I spend more time worshipping “Engagement is queen.” She’s much more important.
Here’s how to take a quality over quantity approach to content so that your kingdom will actually want to read, watch and listen.
With marketing evolving faster than ever before, it’s no surprise how quickly trends come and people’s preferences shift – all of which we need to adapt to if we wish to survive in the business world.
Well, now it’s content marketing’s turn to take a leap forward. Besides voice search copywriting and voice content on the horizon, I’ve witnessed another new (and awesome) trend- which is interactive content.
Here’s how interactive content is evolving content marketing by ensnaring your customer’s interest on a whole new level.
Marketing theory tells us that, in order to reach our audience, we need to use the channels where they are most active.
This makes sense. As brands, we create content and then naturally cherry pick the touch points where our ideal customers spend the most time, so they see it and hopefully engage with our message.
Only a few years ago, this was quite narrow and selective.
However, what if your customers are now everywhere?
Creative content is all around us every day.
It’s all over the websites we visit and the videos we watch. It’s across the blogs we skim, the podcasts we listen to and the books we read. We’re obsessed with it.
Quality content is popular with audiences, which is why content marketing has become a highly effective way of reaching and engaging people. However, due to the abundance of choice, people don’t spend their precious time on just anything – they demand relevant value.
So, how is your business meeting this demand for content?
Marketing 101 teaches us that there are two types of customers: Business To Business (B2B) and Business To Consumer (B2C).
While elements of this still hold true, the world has changed. People now expect a far more personalised experience and a deeper connection from brands than ever before.
Meeting this expectation is called Human-To-Human (H2H) Marketing.
So, how is your brand connecting with humans?