Fantastic content can inform people, cause conversions, get readers excited about new products and more. And it's clear marketers know its value.
Recent statistics say 63 percent of B2B marketers and 60 percent of B2C professionals are extremely or very committed to content marketing. Perhaps you're among them. If so, being aware of the best ways to deliver your content is crucial. Keep reading to learn about five worthy content distribution methods that are on the rise.
1. Connect Your Content to a Trending Social Media Campaign
Social media usage is exploding and shows no signs of slowing down. In the U.S., Facebook achieved an 89 percent market penetration rate. Other platforms, including Instagram, also enjoy an impressive amount of users. Many people cannot fathom going just a few hours without checking their social media feeds.
Facts like those are strong evidence why it's useful to tie your content to a social media campaign that's trending — or in some cases, several campaigns. Jeans brand Riders by Lee recently found success by doing just that with its body-positivity campaign. Other manufacturers like Aerie and Dove have created wildly popular campaigns that show people of all shapes and sizes.
Basing your content on a campaign that's gotten noticed on social media is a plan that offers significant versatility. In the case of Riders by Lee, the brand focused on the common frustration of finding jeans that fit, and featured several smiling women wearing flattering denim pants.
2. Build an In-House Content Team
Working with third-party content providers to get your needs met can be a headache. Even when companies possess the necessary expertise, it takes time to ensure the business understands your brand and will come up with something that matches it.
However, you can circumvent that challenge by creating an in-house team to handle content. If that's not feasible, start with a content promotions team and expand gradually.
Sprint announced plans to form an internal digital content creation team and hire about 100 people during the rest of 2017 and more in the following year. The company thinks this decision will cause more efficient internal communications and lower costs, plus bring its ideas to the marketplace sooner.
Sprint isn't the only company to come to this decision. Goldman Sachs, PepsiCo and Marriott have all taken similar routes in the last few years. And, while branding and advertising could be said to be subtly woven into the content produced by such studios, more brands are finding that just creating a wider variety of digital content has helped them connect with potential customers online.
3. Identify Niche Newsletter Segments
If you're feeling discouraged by the realization that too many subscribers just aren't reading a newsletter you felt confident was full of compelling content, perhaps your focus is too broad. When that's the case, it's helpful to break your subscribers down into niches or segments.
Marketing tools can help with this; look for one that has customization features that allow you to do things like define your target audience, A/B test, send at the optimal time and more.
Segmenting your content for niche audiences might take more effort. However, it could also boost readership.
4. Double Down on Mobile Promotions
Look at the sea of people moving through a highly populated area, and it's not hard to see how dependent individuals are on their mobile devices. Many tech-savvy smartphone owners scroll through news headlines as they stand in line at a food counter, or do a bit of online shopping during their commutes. A 2016 report from comScore revealed mobile usage represents 65 percent of digital media time, and desktop computers are losing ground.
Emirates Airlines needed to increase awareness of more daily flights from New York to Dubai, and did that by targeting devices people wouldn't forget to pack — their smartphones. A marketing team pushed content to travelers using airports in New York and New Jersey and designed a full suite of mobile-specific materials that looked great on smaller screens.
In the end, this mobile campaign achieved three and a half times more engagements than previous non-desktop efforts from the air travel brand.
The possibilities for mobile promotions are endless, and results like those prove why you shouldn't overlook them in future marketing plans.
5. Make Your Content Interactive
As a marketing professional, you're probably well aware of the constant battle related to getting people to get engrossed in content long enough for it to make an impact. Findings of a survey published by the Content Marketing Institute indicate interactive marketing is an appealing way to make people take notice. Specifically, 53 percent of respondents said they relied on interactive content to connect with audiences.
If you advertise them correctly, interactive materials could make the difference between a user who lingers and one who quickly moves on in search of something more relevant. This summer, Netflix took a nostalgic turn and announced the availability of two video-based stories inspired by the "Choose Your Own Adventure" books you may have read as a child.
The streaming company intelligently capitalized on the family friendly nature of the campaign and pitched the non-linear content as something households can enjoy together. Netflix already makes it possible for adult users to launch a kids' version of their accounts to filter out inappropriate content, and this development showcases Netflix's ability to accommodate viewers of all ages.
Thanks to this list of tips and case studies, you're well on your way to revamping your content strategy. Adapt these suggestions to your needs, and look forward to superior outcomes.
About the Author
Kayla Matthews writes for Mobile Marketer, Convince and Convert, Cision and Marketing Dive. You can read more post from Kayla by following her on Twitter and LinkedIn.