5 Ways To Look At Content in 2019
Continuing on our focus for this year, here are the other 5 things we are focusing on below. If you missed our other 5 please check out this blog for them.
6. Cross Team Input and Development
Cross Team Input involves having a collection of members who determine to get the best out of their skills by brainstorming out ideas and bringing them to life. Going along with what we said earlier about authenticity and transparency, the process of content creation should span throughout your entire organization – not just your marketing team.
Cross content creation requires a focus on the creators.
These include the Marketing team, the PR team and Advertising team. Their input in your content makes a cross team input content that carters for everyone int he organisation.
7. Developing multimedia content with omni-channel distribution
First and foremost, you absolutely shouldn’t discount the notion of creating a branded content to provide value to your audience. Content marketing could also use other brands’ multimedia content to advertise, meaning developing short-form video content to be played as a YouTube advertisement, or creating a sponsored message for a pod-caster to read before they dive into their next episode. Again, it’s not exactly organic content marketing – but it will certainly allow you to expand your reach.
8. Use of chat-bots and artificial intelligence
Going along with the notion of capitalizing on micro-moments as mentioned in part one, the importance of omni-channel marketing, chat-bots – both man-made and artificially created – is going to become more and more prevalent. So here is how to use;
- Provide quick answers to simple, frequently-asked questions regarding your services
- Provide details regarding delivery, payment, and other such transnational processes
- Collect information and feedback from customers to be analyzed by human members of your team
With regard to content, you also might consider leveraging your chat-bot as a sort of “active search” function that can point consumers toward further reading or supplemental resources regarding the topic at hand.
9. Content Clusters
“snippet” content to cater to micro-moments is becoming more and more important, but that doesn’t mean you should forget about creating long-form content altogether. For all you long content e.g articles over 1,000 words in length engage your most passionate of your followers – that is, those who are most likely to become brand loyalists and evangelists. It’s simple: the more interested an individual is in your niche, the more they’re going to want to learn about it.
On a more logistical level, Google’s more recent algorithms tend to recognize longer-form content as being more valuable – making such content more likely to rank higher in search.
“A pillar page is the basis on which a topic cluster is built. A pillar page covers all aspects of the topic on a single page, with room for more in-depth reporting in more detailed cluster blog posts that hyperlink back to the pillar page. Pillar pages broadly cover a particular topic, and cluster content should address a specific keyword related to that topic in-depth.”
10. Integration as a growth lever
Companies are beginning to see their partnerships with other service providers as an opportunity to create a ton of content for the end-user to devour.
In this same vein, you also want to be sure that there’s an overlap between your target audience and your new partners; not only will this ensure that the end-user will find the integration valuable in the first place, but it will also ensure that any co-created marketing material you develop will resonate with the audience, as well.