Content is key to getting your business noticed online.
It’s no secret that great content on your businesses website can lead to social shares, links, an increase in traffic and drive sales. But what are the big content trends that can help you achieve these goals?
We’ve known for a while that consumers are accessing and viewing content on their mobile devices rather than on their desktops, and this trend is going to continue into 2017. We’re living in a world of ‘connected consumers’ and so you need to consider creating content for your brand that can be easily viewed, read and consumed via mobile. Digestible mobile content can include anything from streaming live videos and animations, to engaging Twitter and blog posts.
You can use Google Trends to find out what your customers are interested in locally and configure google alerts so that you know what trends in your area - then you can create content for mobile devices focusing on what data, not your gut instinct, tells you that people really want.
2) Live video
A quarter of consumers surveyed by Accenture preferred accessing videos on their mobile in comparison to only 19% who used their desktops. See the connection? It’s time to create live video content so people can interact with your brand using their preferred medium - mobile devices.
Social media platforms such as Facebook and Twitter are already offering the opportunity to reach fans of your brand, while large consumer brands such as Dunkin’ Donuts relies purely on visuals to communicate with their target audience - it’s hard to resist the idea of having a donut with your coffee when you see one. So the brand use this to their advantage of the sweet-laden Valentine’s Day season with a live streaming video. Dunkin’ Donuts explored their “test kitchen” for their fans, illustrating the process behind creating new products and the grand finale was the creation of a gigantic, donut-themed wedding cake. The video has attracted more than 40,000 views.
Mark Zuckerberg himself has said: “I think video is a megatrend, almost as big as mobile.”
3) User-generated content
There is no better way to capture the voice of the customer than using the visual content they create through user-generated content marketing. User-generated content comes in the form of social shares, reviews, comments and YouTube videos and it’s been recently revealed that 85% of people trust content that is made by others (peers) over that created by brands, so it’s time to get your customers talking about your business.
Companies such as Yotpo who are helping brands engage their customer base, encourage them to create user-generated content on Pinterest, Twitter and Instagram in order to increase top line sales and profits. The rise in user-generated content is changing the marketing game.
By Darren Clare, CEO of Stratton Craig
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