Advertising agencies in Utah and throughout the rest of the United States are always trying to push boundaries. We want to do things that no other agency ever has before. Agencies have to be careful, though, that in their quest to be creative and innovative they don’t go too far and produce advertisements that are in poor taste.
At Fusion 360, we pride ourselves with being the leaders in content marketing. From our offices in Utah, we set precedent, make waves and basically make everybody wish that they were as cool as we are. Well, we’ll let you in on a little secret of how you can be: Set trends when you can and follow trends when someone else thought of an awesome idea first.
The year 2016 has set a lot of amazing trends in content marketing. Here are a few top trends that we think you should be aware of and use to produce the most effective content.
‘Content’ is one of those marketing buzzwords that gets passed around more frequently than your weekly office bulletin. And for good reason — after all, what would content marketing be without the content? But too many people working in businesses from Utah to New England don’t seem to have a good grasp on what content really is — and all the different forms it can take.
Written Content
Probably the first thing you think of when you think ‘content’ is written content. Written content can be a lot of things, from the most basic copy on your website to the most intricately detailed how-to guide.
The most common kinds of written content are:
Blogs, when updated regularly, are great for building consistent readership, and provide a forum for addressing topics that may be relevant to the target audience. Articles and stories may cover current happenings in your industry, and lists (or listicles) are a format of written content that’s easily digested and shared — perfect for content marketing.
How-to guides and eBooks are a little more elaborate, but can act as powerful methods for sharing your expertise with your target audience. Work for an adventure sports company in Utah? A comprehensive guide to outdoor activities in Utah is sure to do wonders for your company’s authority within your field — and it provides value to your target audience.
Visual Content
Visual content consists of well, visuals. Visual content is usually created in the form of photos, graphics, infographics or even memes.
Infographics are the pinnacle of visual content in the world of marketing right now. Infographics are more likely to be viewed and shared, and some research even indicates visual information is significantly more likely to be remembered later on down the line.
Your average photo or graphic can be used to liven up your blog posts or company webpages, but they can also boost engagement on social media. As any content marketing expert knows, a Facebook post or Tweet with an image attached gets significantly more engagement than a text-only post.
Finally, memes, a relatively recent phenomenon on the internet, can be used for humorous purposes — and that’s pretty much it. Don’t overuse these (or try to use them when you don’t really understand them) or they may end up devaluing your brand.
Other Media – Video, Podcasts, Interviews
Besides text and visuals, other media formats such as videos, podcasts and interviews can be great ways to liven up your content marketing. Consumer engagement with video has grown tremendously in the past few years, and experts don’t expect its progression to slow anytime soon.
While video is great for the audio-visual audience, podcasts are best for the audiophiles. Invite an expert or panel to join you for an interview on a particular topic, update your podcast regularly and make sure you’re getting the word out. Your audience’s morning commute from Farmington, Utah will never be the same.
Optimize Your Content for Different Platforms
As you can see, there are many different kinds of content, and we’ve only just scratched the surface. Whether you’re a content marketing analyst for a startup in Utah or a marketing director in the Big Apple, transforming your content for all different kinds of mediums is truly powerful.
Looking for an example? Just look at this infographic and video we’ve got to go along with this post.
While Facebook and Google fight each other to see who will reign supreme in mobile advertising, every other company seems to not even be trying in the ad space.
Mobile advertising is the fastest growing digital advertising format in the US, but there seems to be a hesitancy with businesses investing in it. Some marketing agencies are trying to get ahead of the curve by investing advertising dollars in apps, but some companies that dominate the mobile space like Twitter and Alibaba don’t take that as a sign that companies want to advertise on its mobile platform. Google and Facebook are betting that is what companies want, and the bet has paid off big time.
Together, the two companies own about half of the mobile ad revenue in the entire world, and that revenue keeps growing in the billions. The weird thing though is that Google and Facebook’s investment in advertising on mobile devices doesn’t seem like that big of a gamble to begin with. Twitter’s small investment in mobile advertising seems like a much bigger gamble.
Think about it: You can’t walk down the street without seeing at least a couple of people on their phones checking their social media, reading the news or playing “Pokemon Go.”
Google and Facebook have an excess of information on pretty much everyone — from your favorite type of music to what you’ve been shopping for online. Those analytics help marketing agencies understand what type of ads to place on your phone, which is invaluable information for them.
The biggest caveat to mobile advertising is the increase of actual purchases made on your phone isn’t increasing. Entering in your credit card number or buying plane tickets is just way easier to do on a laptop than a phone still.
But there’s hope that the problem will still be fixed. According to BI intelligence, Marketing agencies and companies alike are expecting to spend nearly $42 billion on mobile advertising.
The more effort put into optimizing a webpage for search engines, the more likely that webpage is to rank among the first page of search results for a particular set of search terms. For digital marketing companies, this is the end goal — a high-ranking, authoritative webpage that brings in traffic from all corners of the internet, whether consumers are searching from their homes in Utah or European coffee shops.
The world of SEO is constantly changing. For marketing companies, in Utah and elsewhere, this means that they need to be on top of every update that Google makes. When a small tweak is made in the way Google prioritizes, marketing agencies need to make big changes in the way they help their clients. For those investing in the content marketing world and those interested in how it works, here are three things that marketers should stop doing for search engine optimization.
SEO seems like a massive undertaking, since Google has piles of rules that seem to be another language to someone without a Masters in computer programming. But with a few tips you may be able to optimize your blog or website from your kitchen in your underwear while on vacation in Southern Utah or on the East Coast.
Keywords
With every article you write you want to use a series of words, or keywords, in every site in order to make sure that people searching for what you’re writing about can find you. Use words that best encapsulate your blog or website’s topic or theme. You only need two or three words at most for your topics. If you do cover more than one topic, have one or two keywords per topic. Make sure to stay consistent with every article, or your keywords will be just more words in your article and doesn’t help your SEO.
Consistency
If you want to keep your Utah website on top of the Google search engines, make sure you post to your site on a regular basis. A slow site will not get the optimization it needs to stay ahead of the game. Even a quick update on your blog or website can help your SEO, so keep up on that writing. Find a time when you can write and keep a list of stories you come up throughout the week. This way you’re never completely out of ideas when it’s time to buckle down and start typing.
Links
One thing Google’s algorithms look for are links to other sites. Whether those links are to sites away from your projects or to stuff you’ve already written about, links are important to having your writing recognized on the web. Make sure that the links are relevant to your article. Nothing is more annoying than trying to read about how to keep a kitten from a Utah animal shelter healthy and ending up linking to great places to buy cheese in the area.
One might think that SEO has been around since the inception of the Internet, but in reality, SEO has only existed since search engines and marketing came together to create their proverbial lovechild. Search engine optimization, or SEO, helps connect marketers with consumers who might be interested in their particular product.
Generally, SEO does this well: Google and Bing don’t typically point you toward a basketball website when you’re searching for cats up for adoption in Utah, for instance. This is where your SEO company comes in — an SEO company can help you optimize your SEO and get your company out on the market. But before we go into that, take a look at the evolution of SEO — understanding the history of SEO may help you better understand what SEO is, and what it can do.
Successful content isn’t just about having a high rank in a search engine. Successful content marketing keeps readers’ attention because it matters to them, because it has relevance to their lives. Businesses from Utah to the East Coast need to spend time researching and developing their content strategies.
Content marketing is a vital part of any successful business plan, and it would not be possible without a good content writing team. Your content writers are master wordsmiths, but even they need a little inspiration from time to time.
By giving your content writers a creative friendly environment, you ensure the happiness of your staff and the quality of the products. From Utah to Europe, inspiration can be found in numerous ways, one only needs to look. Allow your creative team to explore and innovate in a way that sparks creativity, your content marketing quality depends on it.
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