So good they can’t ignore you… your content, that is. How would you, as a content creator, begin to craft your content and get the best results in a short amount of time? What will dominate the trend market this year? What sort of content will die out or no longer be in the trend loop? Here’s what’s good.
On trend this year:
Having a content marketing plan.
What it says on the tin.
Every brand wants to have a road map to success. Well, guess what? Having a proper content marketing plan is going to help your brand get into that imaginary car, shut the door, lock in that seatbelt strap, and accelerate to a better marketing future. Who doesn’t want to save time on producing content, generate more ROI, and increase awareness of your brand’s cause? Don’t pin all your hopes on that single content piece you think would go viral just because you published it while the topic was hot. That’s basically putting all your eggs in one basket with a hole in the bottom. Owning a solid strategy can take your brand’s marketing to greater heights.
Putting your brand’s value marketing into practice.
The essence of value marketing is simple – provide your target market the product they’re looking for, at the right cost. All of this is highly influenced by your brand’s reputation, the experience you provide to your customers, and the reliability of your brand’s product. If you can envision a proper marketing value for your brand and put it into practice, you’re golden.
Personalizing content to your audience.
Nothing beats a tailored fit.
What is your audience looking for in your brand? Determining the experiences your customer wants to have, foreseeing the questions they will be asking and giving them the answers before they anticipate they need any will show that your brand is listening. And customers like being heard. They want to know that you’ve got their back. That’s what keeps them coming back to your brand for a repurchase, because of the excellent, tailored experience that your brand gave them.
Adopting complete transparency.
Your audience can see right through you.
Brand advertising? Synonymous with BS. Your customers are tired of elaborate frills and extras being shoved into their faces, all day, every day since the 19th century, from every single brand out there clamoring for their attention. Cut the BS and come clean with them. In short, go back to your brand’s roots. Keep things authentic and in line with your brand’s voice and mission.
Finding the right brand advocates.
Micro-influencers are in.
Look to your client list. If you think about it, your current customers are potential advocates for your brand. We can’t think of anyone better than a micro-influencer who’s experienced with your brand or product and advocating your product for you. You don’t need a big influencer with a substantial following that won’t generate proper engagement for your brand. Micro-influencers who have a more authentic, down-to-earth mission promoting your brand will make it work for you.
Collaborating with other brands that share your values.
A partnership done strategically can boost your brand.
Try Googling successful brand partnerships or collaborations. You’ll discover thousands of case studies and examples. What’s so great about this? Picture one horse pulling a heavy cart. The wheels are turning as the horse plods on. It’s making progress, but it’s going slow. Now visualize two horses pulling that cart, with the wheels going faster. Strategic collaborations between two brands can help you and the other brand you’re partnering with to generate awareness and in turn, build your business rapport.
What’s not on trend this year:
Tackling content topics or questions that have already been answered.
Imagine you’re standing in the middle of the crowd in a rock concert. People are hollering, leaping up and down, and bobbing to the guitar riff. That’s what your potential customers will experience with so many brands out there. In this oversaturated market of content, try to tailor yours in a different manner so that your brand’s message doesn’t get lost in the ocean. For example, making use of another angle or writing from another perspective that provides value to your audience. Holding your audience’s attention and keeping their interest piqued is also another strong part your brand needs to focus on.
Prioritizing quantity over quality.
Less is more.
Ah, the age old quote that still holds true to this day. Identical to the trend of cutting the BS with your content, this year, quality trumps quantity. In short, remove the bells and whistles and give your audience what they really want to know – what your brand is all about. It doesn’t matter what form of content you choose to deliver your brand’s message – the good ones will elevate your brand.
Not making your brand’s stories accessible through video format.
All they need to do is press play.
If you haven’t already started, now’s the time to experiment with spontaneous video and short stories on the fly to better tell your brand story. Live Q&A sessions? Give that a go. Sparking conversations and engagement can only help your brand stay relevant and boost recognition.