Content Marketing, New Trends

According to a recent article in Forbes magazine, content marketing will continue to gain importance in the coming year. While some may have seen content marketing as hard to grasp, or as a nebulous concept; it seems that at least for the foreseeable future, over the next year, content is still king—and for good reasons.

Content marketing has become more defined. As such it has become clear as to how it fits in with overarching business goals. Content marketing is less about the hard sell, and more geared towards brand building and establishing long-term relationships.

More roles within companies are being explicitly defined around content marketing. As such, greater departmental support and allocation of resources dedicated to content creation and distribution is needed. There will also need to be more coordination and cooperation between the SEO team and the content marketing team. Content creation must be relevant and interesting, as well as positioned around the best keywords to maximize your opportunity to be discoverability. Search, SEO and content are all colliding in a new and wonderful way.

How We Have Adapted

At Pedestal, we’ve learned that while it may seem tempting to automate these processes, ultimately, it just isn’t successful. For one, Google is actually pretty good at deciphering between human-created versus computer generated content. And it is getting better all the time!

Moreover, while it may be less labour intensive to create content this way, the overall quality will suffer. An automated system cannot yet create compelling content. Audiences can tell when content is created this way and businesses that do so recieve skepticism and distrust from their readers.

Readers want to feel connected to your business when they read and engage with content you’ve produced. If they get the impression that this is an area where you are trying to save resources, they may not feel that fostering a long-term customer relationship is a high priority for you.

Content creation must be engaging, high quality, and relevant. Aside from the quality, content will also need to be mobile. Mobile platforms will imminently outpace the use of desktops. Users will need content that is easily digestible on mobile devices; and content producers will need to carefully take into account what kinds of devices their readers are using when consuming their content.

Have you thought about how you are going to adapt your digital marketing strategies to incorporate more content?