Content marketing Archives - TAB Corporate

Content Marketing Trends for Your Business

content marketing

Content marketing continues to serve as a key marketing tool for businesses of all sizes. Those businesses that make a commitment to provide informative and useful content build a stronger bond with their target audiences, leading to greater sales and enhanced profits.

Why? “Content marketing works because if people trust you when the time comes around that they need your product, they’ll think of your company first,” notes marketing expert Brian Sutter. “That’s all content marketing buys for you: Familiarity and trust.”

Online content takes a wide array of forms, including:

  • Articles
  • White papers
  • Blog posts
  • Newsletters
  • Podcasts
  • Videos

All of these forms of content can serve as vehicles for the messaging you wish to get across to your customers. The key is creating content that offers value and meaning, not unabashed self-promotion.

Here’s a look at content marketing trends for 2017 that can benefit your company’s marketing and sales efforts:

Authenticity works. As noted, blatant efforts at boosting your business will invariably fail to connect with your chosen audience. Instead, people respond to authenticity—for example, stories of the challenges and solutions you encounter in your efforts to improve your services or products.

“Today, everyone feels entitled to a behind-the-scenes look at things,” notes Small Business Trends. “We want to see the final product AND how it was made.” Visitors to your site or social media platform are interested in your brand’s history and commitment to social responsibility, as well as how your product or service will solve their problems or enhance their lives.

Video offers a different way to tell your story. Increasingly, marketing departments and others charged with communicating with the public see the benefits of repurposing posted content into video form.

Obviously, not everyone responds the same way to the written word. Look for opportunities to retell your story—or provide valuable “how-to” information through video—that resonates with prospects and customers who like to see, rather than read. Videos of employee events and tradeshow demonstrations, for example, provide that appealing behind-the-scenes perspective. So do video customer testimonials.

Not convinced? Look at these compelling statistics:

  • More than 60% of users who watch a video are more likely to make an online purchase.
  • Placing a video on a landing page can boost conversion rates by 80%.
  • Nearly 100% of B2B companies employ video in their marketing campaigns.

At TAB, we get the appeal of video. That’s why we’ve created a brief, fun video that explains the TAB model and how it can benefit your organization. Take a look!

Influencer marketing remains strong. The power of influencers—prominent bloggers, social media personalities and industry thought leaders—continues to be a driving force in the arena of content marketing. If your brand becomes associated with these individuals, you gain access to a potentially huge audience (and prospective customers).

If you aren’t already doing so, research figures affiliated with your industry and reach out to them via their social media platforms. Create content that includes links to their sites and invites them to contribute to your platforms as well.

Enlist the resources and creativity of your entire organization. In many businesses, the responsibility for marketing resides solely in the marketing department. But some companies are beginning to leverage the creative potential that exists throughout the entire organization.

“It is simply not possible to streamline your content strategy if individual teams are working in isolated silos,” notes serial entrepreneur Marcela De Vivo. Not only does this open up new ideas for future content, employing this strategy means that “businesses large and small can ensure every employee understands the business’s goals and is working towards the same end.”

Want more advice for your sales process, or general advice from other business owners like you? Find out if a TAB Board is right for you!

 

Thunderdome of Content Marketing: Facebook, LinkedIn, Google+?

Who will come out alive?

Today I held a “brown bag” overview of LinkedIn at our corporate office. (Click herefor a handy, albeit very in-depth, webinar recording.)  I’ll confess, I get enthused like nothing else when I get to teach people about the capabilities of social and/or professional networking sites like LinkedIn, Facebook, Twitter, and even the to-date anemic Google+.


— HINT: If you prefer to post on ONE of these and have it automatically feed to the other two,FriendsPlusMe is your new best friend. If, that is, you’re not fully immersed in Hootsuite already. (I use both.)  —


I came back to my desk after the brown bag had concluded to find a news story touting Facebook’s new content-specific news feeds.  And then I came across another story announcing Google+ rolling out their improved page and profile layouts before Facebook.  All this after I had just finished going over LinkedIn’s recent milestones in members and their new identity as a publisher of content (in addition to if not surpassing their role in social media networking).

This just in:  all three are competing for your focus. Thunderdome of Content Marketing is in full swing, and the only question is who will come out victorious.

For my part, I have always seen Facebook as more of a casual social sharing tool with the capacity to have business-focused pages.  LinkedIn I have considered to be the “Facebook for professionals,” in that its overall tone and intent is more sophisticated and business- or job-oriented.  Google+ has been Google’s competitor for Facebook, incorporating personal profiles, communities, pages, etc., but it has taken a nice long, running start to gain any traction.  (Which, based on what I’m seeing, is slowly gaining in momentum. To what end, I have no prediction to offer.)

However, those are my perceptions. The great thing about these platforms is you can make them (to varying degrees) what you want them to be. In short… content.  And the developers are onto your customs and are answering with competitive gusto.


Which platform do you use primarily for your business marketing?  Do you use all three?  Do you find yourself on one primarily you hope will win the Thunderdome of Content Marketing?

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