If there is one thing that you can be certain of about digital marketing is that it is constantly changing, due to the evolving customer expectations. Which is why in order to meet the rising demands of the market you need to adapt your content marketing strategy accordingly.

If you are in the middle of creating an awesome content marketing strategy for your business then you are in the right place. We’ve got some tips & tricks for you in 2019, that will not only help you survive in the competitive world of content marketing but RULE it!!

Let’s take a look, shall we?

1)    Establish Authenticity

Now the question that one might ask is how does the content marketing strategy establish your brand’s authenticity?

Give some time on reflecting what it is, that defines your brand. What do your customers tell their friends about it? How would your employees describe your business? How can you apply these perspectives to showcase your brand?

Once you have a crystal clear picture of your business, consider ways that you can implement for sharing this image publicly. Show them the real people behind the scenes who actually contribute to your brand’s success through your team’s images and videos. Share the feedbacks & review from real customers by posting user-generated content.

Here’s an example of TOMS Shoes, the company is famous for its “One-for-One” initiative (which provides a pair of shoes to a child in need for every shoe purchased), they provide full transparency about how their initiative has panned out and it’s turning very well for their business.

Consumers like real-time information from real people, so give it to them. Concentrate on expertise or insider tips and tricks your brand can provide to genuinely make a difference in their lives.

2)    Create Valuable Content

Consumers are exposed to an avalanche of invitations every day, with businesses asking for likes, follows, clicks, and basically seeking their attention. On top of this having to deal with all the legacy advertising that has us wrapped around like a straitjacket.

There are only two ways for a brand’s content marketing strategy to break through this environment which is unrivaled in its competitiveness and cacophony. Either your content can be ‘amazing’ or it can be useful,”

Let’s face it, Amazing is very hard to do and comes up after a lot of time which is not even a certain. So instead of trying to create the next viral video or meme, focus on producing the content that has real value for the target audience or your potential customers.

Mostly, this type of content comes in three, often overlapping, categories:

• Useful content: This might be how-to guides of some or even an interactive tool. The goal is to help the audience complete a task or learn a specific skill.

• Informative content: Here the goal is to help folks acquire a new perspective or influence their opinion on a topic. Or it might even be to help audiences make a better decision.

• Entertaining content. Emotional or inspirational content has value to drive consumers.

3)    Integrate with SEO

Content marketing and search engine optimization are like brother & sister. Both of these disciplines seek to attract and engage with the audience or potential customers. Both try to understand what is it that is perceived as valuable by the target audience.

So how do they differ and how can you integrate SEO into your content marketing strategy?

 Although SEO has been able to drive online marketing efficiency by itself, however with the arrival search engine updates that address online content quality (Panda) and the more interactive search behavior (Hummingbird) along with the surging popularity of social networks has had a huge impact on how we do search engine optimization.

For your content marketing strategy to be fully integrated with SEO, your content marketing should embrace technical SEO’s best practices. SEO can be a useful tool to help your business identify content topics of relevance via popular link building techniques that resonate with the target audience.

4)    Content Accessibility

One of the major objectives of any content marketing strategy is to attract as many people as possible, who are most likely to do business with your brand. To accomplish this, online marketers apply tactics such as connecting with prospects on social media, optimizing their website for search engines etc.

Amongst all these tactics there is one way which tends to get forgotten quite often is enabling your website’s content for the physically disabled. The concept is termed as web accessibility.

The practice of web accessibility ensures that the customers and potential customers with disabilities can access and interact with your content. It is simply the idea of including everyone. And, it is a must for any business’s content marketing.

The impact of disability has radically changed on the Web because the Web removes barriers to communication and interaction experience due to one’s handicap. Which is why web accessibility is essential for organizations that want to create high-quality websites, and not exclude people from using their products and services.

5)    Connecting with Consumers

Content marketing should be the starting point of a customer relationship in their journey with your brand. Your goal for your audience not to just be for them to the consumers of content but your brand ambassadors.

Give folks a chance to engage and interact with your brand. Offer email subscriptions giving useful information regarding your products or services. Include links to the products you sell in relevant content format. Or simply showcase your product demonstration in a similar manner as the videos.

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