For many marketers, content marketing is at the top of the agenda for 2018. But for content to achieve the desired results, it has to hit the current nerve of potential customers.
Score with first-class content
High quality content is becoming more important. This is shown by the HubSpot survey “The Future of Content Marketing”, conducted among more than 3,000 consumers last year. Above all, respondents want more videos, news formats and social media posts for the future. In addition, the great interest in studies is important for B2B marketing. But it applies: class instead of mass. The higher the quality of the content offered, the better companies can provide helpful information to potential customers and highlight their expertise. The content has to provide added value and be tailored to the needs of potential customers. For this, B2B marketers should use the concept of Buyer Personas to create tailor-made content. This will enable them to attract the right people. This is how marketing becomes a welcome aid from the disruptive factor.
Mobile friendly is becoming increasingly important
Another important factor for success with content marketing is the optimization of content for mobile devices. According to the study, the smartphone has already become the first choice for half of the respondents to surf the internet and is also a constant companion in everyday life. That’s why a modern website must have compellingly responsive design. This is particularly important because more than two-thirds of consumers look for information about a company to visit their website. But not only the scaffolding, but also the content should be suitable for mobile use: Texts need a clear structure, so that one can also quickly grasp the content on the smartphone. Videos should not be too long and should contain subtitles so that they can be played easily on the go and, if necessary, without sound.
Multimedia: It’s the mix
These tips should heed marketing professionals, because the desire for video content is unbroken: After all, 65 percent of respondents want more videos. Business videos are also popular with 41 percent of respondents. They are especially enthusiastic about entertaining, funny or instructive content. Live posts only play a minor role. Videos can illustrate information and, for example, enrich blog posts or prepare product information. Most revealing to marketing experts is that audiovisual content receives the highest attention and consumers find it particularly memorable, according to the survey. Videos are therefore extremely important for brand messages and customer loyalty. YouTube remains the most important platform for video consumption, but marketers should not miss this opportunity to approach their own corporate websites. So they can simply embed their YouTube content there, keep potential customers on the site, and provide them with relevant and helpful content in one central location.
Direct interaction is required
It will also be crucial in the future to take direct communication with customers to a new level. The trend is clearly for quick and easy interaction via chat. When customers need quick feedback, 72 percent of respondents are ready to use messenger services like WhatsApp or Facebook Messenger. 70 percent of them would, for example, submit support requests in this way. Companies need to comply with this desire for immediate communication. In the B2B environment in particular, a chat box on the website can also be the ideal solution for offering customers dialogue with sales or customer service. For simple queries, chatbots can also relieve sales and customer service.
For the content marketing of the future applies: From B2C marketing, trends and expectations quickly slosh into B2B marketing. Marketers who closely monitor their customers’ preferences and interests as well as test and establish new channels can differentiate themselves from the competition and secure decisive advantages.