Content is the gasoline to every desired, planned and implemented strategy in digital marketing. It can be key in getting to know our audience and in understanding their preferences in relation to the products and solutions that we offer. The transformation of digital tools ensures that new, innovative ideas arrive each year to help develop the communication-driven areas in every organization.
- Intelligent, Original Content
Nowadays, original and attributable content has become a valued treasure. It’s an indispensable factor in creating strong bonds with our audiences, and at the same time, in segmenting them and providing each group with what they need. All marketing strategies (infographics, podcasts, videos, blogs, etc.) require quality content that incentivizes a genuine connection with our followers. If not, it will become just another publication that lacks intent and results.
- Video: The King of Interaction
It’s no secret to anyone that video is one of the most important pieces of content marketing. Many organizations evaluate its use in accordance with their marketing plans based on the complexity associated with its creation (we’re talking about a quality video, here). But there’s no need to trick ourselves – in all sincerity, there’s nothing more attractive to a user than audiovisual content.
Every day, people watch more than 500 million hours of YouTube, which gives us a clear indication of how important this format is. It’s predicted that in 2019, 80% of all internet traffic will come from audiovisual content.
Now, we shouldn’t let the lack of a team of audiovisual production professionals stop us. There are still many studies indicating that the more authentic the video, the better audience interaction it’ll receive. So, with a quality cell phone, good lighting, a tripod and a good microphone, we can achieve good results.
- New Formats to Complement Written Content
Written content needs allies to strengthen it. This is where different formats like podcasts and live streaming enter the scene. The first of these two is an old, well-known friend that offers speed from the moment it’s created. Podcast files can be hosted on the web, do not require a live connection and can be adapted for listening in any moment.
On the other hand, live streaming continues to be a trend. It’s become an important tool for many brands, which utilize social media to conduct live streams (i.e. Facebook Live, Instagram Live, Periscope, Snapchat). The immediateness of this format makes audiences more active and attentive to our content and of course, allows them to interact with it through their reactions (like, dislike, comments, etc.).
- Multidisciplinary Teams
Good content doesn’t only need a good writer. Components such as audio and video, infographics and interactive content help to amplify. They illustrate how the diverse aspects of communication work as the best complements to generate interest and impact. Video editing and production specialists, graphic designers and digital strategy analysts are essential to the success of our work and planning.
- Big data, Artificial Intelligence and Virtual Reality
The use of these new technologies has arrived, and given digital marketing and related content a hand. Forbes magazine indicates that at least 30% of all users who interacted with brands did so through virtual reality experiences in 2017.
In the same vein, artificial intelligence (AI), complemented by the Internet of Things (IoT), is changing the way we work in different marketing departments. This is because automation processes allow physical equipment and devices (computers, tablets, cell phones) to perform actions normally completed by humans.
At the same time, big data has gradually been introduced into business plans, since organizations have realized the importance of managing and saving their data. It not only allows the hosting of data on a platform, but also serves to inform when making business decisions in the best interest of an organization, in addition to reducing costs.
These technologies have gradually grown on social media and business web pages. Current brands face the inconvenience of online client service, and cannot respond to all user requests and questions in an immediate fashion. This is where chatbots come into play as an alternative commercial solution.
- The Union of Organic, Viral and Paid
Today, organic, viral and paid content are not members of separate worlds. With the way that the digital panorama continues to expand, the gap between native advertising and sponsored ads becomes more narrow every day.
Changes to the Facebook algorithm have provoked a reduction in organic ads’ reach, in addition to the fact that paid content often doesn’t render the desired results. Many businesses have complemented their organic campaigns with paid budgets as part of their marketing strategy. This is where we should create smart content, in which we merge search engine (SEM, SEO) strategies with our own content and new technology (Internet of Things, artificial intelligence). This will allow us to develop more complex, effective products.