Content has been king for some time now, but 2019 will also see consumers ascend that lofty position as their values, needs and personas shape the vast majority of B2C and B2B campaigns.
It has never been more important to resonate with end users. Your content needs to authoritative, trustworthy and entertaining without being too “salesy”. It can feel like a herculean task satisfying the ever-growing demand for high-quality content, but you can succeed with the right strategy. Here are a few tips for the year ahead.
Start with research
Data is the new currency in content marketing. Leverage metrics, complete research, scour forums and analyse trends to find out exactly what your target audience wants. If you are considering publishing a regular blog, then think about the questions that consumers may ask and need answering as they turn to these resources for information, insights and solutions.
Be a leader
Articles and blogs are a great outlet for thought leadership. Rather than pushing brand messages and boasting about products and services, you can use content to showcase your professional knowledge and expertise. Consumers who react positively will look to you to lead them forward in some way and help them make decisions, which boosts trustworthiness.
Don’t forget the story
Research conducted by the World Media Awards 2019 found “the story” to be the single most important factor in content-led campaigns. Consumers want brands to inspire them with compelling narratives woven across various formats and mediums. You can use infographics, videos, articles and more to deliver a real blockbuster experience.
Experiment but be authentic
Experimenting with content and being creative is crucial in an era when consumers are so demanding, but it is important to remain grounded as a brand. Transparent and authentic content will always resonate with consumers, while fakes news, clickbait and exaggerated claims can quickly turn audiences way.
Your content can do all the talking and selling. You don’t need to say “we’re the best” in writing or in brand messages – just subtly push this persona via meaningful and lasting content. Just remember to keep them and engaged and solve their problems too.