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With content marketing budgets predicted to grow, marketersshouldwatchfiveareasbeforeplanningtheir 2022strategy. Contentmarketinghasplayedanimportantrole inthemarketingmixforboth B2BandB2Cmarketersforawhilenow. Ninety-fivepercentofB2Bcustomers whichmakesitindispensablefor B2Bmarketers.Whileconsumermarketershad to make drastic changes to their content marketingplansasaresultofthepandemic
Fiveelementshaveanoutsizedimpactoncontentmarketingstrategyand outcomes. So before finalizing your 2022 content strategy, understand theirevolvingroleandlearnhowtoavoidcommonmistakesintheareasof: 1.Technology 2.Data 3.Search 4.Socialmedia 5.Interactive (Audio, video, text,AR/VR, gamification etc.)content.
1. MartechTechnology Technologyhelpsmarketerscreate,manage, deliverandscalecontentmoreefficientlyand effectively. But the tech landscape is more confusingthanever,andthepressure ismountingtogettherighttechtoexecute contentthat'sconsistentwiththerestofthe digitalexperience. Optimizeexistingtechnologyfeaturesfirst.
2.DataInformedContent Dataanalysis,notgathering,shouldbethetoppriority. Thevolumeofdataandthetechthatisgathering andcrunchingitisalwaysevolving. “Eachyear,marketersshouldmake agoalofconnectingmoresystemsandconnecting moredotstotellabetterandmorecompletestory. Weworkwithcontentmarketerseverydayanddata maturitylevelsvarywidely.”Planningfor2022should be heavily rooted in an understanding of what the datatellsus,whichmeanscontentmarketers shouldbemorethanconversantwithanalyzingtheirdata.
3.Search,SERPsandNewFormats Searchkeywordshavebeenagreatwaytogauge thepulseofcustomers:whattheyarelookingfor, whattheyneedclarityon,etc.Creatingrelevant contentbasedoninsightsfromkeywordsandsearch stringswillremaincentraltocontentmarketers. Buttheroleandscopeofsearchisexpanding beyondthat.Googleisredefiningtherelationship betweensearch,discoveryandshopping, whichwillhaveasignificantimpactonmarketers.
4.SocialMedia'sExpandingRole Organicsocialmediapromotionisnotaviableplan. Marketers need to factor in that, at least in the contextofcontentmarketing,thereislittlehope in extracting any value from organic promotion onsocialmediaplatforms,accordingtoDorland. "It's100%apaidadvertisingchannelnow. Sotreatitassuchandleveragethesuperior targetingandconversiontrackingitaffords, toboostreachonappropriatecampaigns. "Hesuggestedmarketerslookingtotakeitastep furthercanleveragepaidsocialmediaasaneffective A/B testingplatform.
5.InteractiveContent(Audio,Video,Text,AR/VR,Gamification)Ascends, With SomeCaveats Theterm'interactive'coversawidespectrum of formats and content types: think surveys and quizzes,instantpricequotes,ARandVRapplications tohelpcustomersvisualizeoutcomesofapurchase, gamificationtodriveengagementandproductusage, etc.As with all good content, the primary intent should be to help the customer make a more informedchoiceorsolveaspecificproblem ratherthanasales-ledcalltoaction. Thepossibilitiesareendless.
Engaging, immersive and experiential content are key to creating the content-ledcustomerexperiencesofthefuture.Butavoidtheinteractive rabbithole. While interactive content helps engage audiences inmorepersonalways,resonatesonadeeperlevel andhelpsbrandsbemorepresentineverydaylives, thinking through the intention (and potential impact) of interactive content is vital. "As we go into 2022 planningmode,Iencourageeveryonetothinkthrough, firstandforemost,whattheywanttosay,whatthey wanttochange,whattheyhopetoinspireandmost ofallwhattheywanttheiraudiencetodo.
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