If one thing has been heard until the exhaustion in recent years, is the phrase “content is king” and having been said many times does not lose its importance.
Content will continue to be a key part of achieving online results, both through SEO and user engagement . There are no indicators to suggest otherwise. But the strategy has to adapt to what users are requesting if we want to make it efficient.
For this we have summarized five basic ways in which our content should be thought of in 2014, observing the current behavior of the users and measurements that we must make of our work in order to monitor the result of it:
1. Measure efficiency through Automated Marketing Programs
Nobody discusses the importance of content, neither professionals nor clients. This will lead in 2014 to boost the mouths of delivery of the same through new blogs managed by the same company.
This is where the marketing automation programs like Pardot and HubSpot will be used. But the use of them would not aim to automate tactics and strategies but would be a tool to measure the efficiency of our content and platform to “read” possible reforms that may be suggested in these measurements.
Through these automated marketing programs we can see things like:
– The interest of users for a particular topic, and that only use it to satisfy their interest.
– The relation sales on clients taking the content as indicator.
2. Content in smarter and more personalized emails.
We all live it, every time there are more emails that we discard without opening, since the subject that shows us the inbox does not seduce us. Email Marketing can continue to be a good supplement to achieve traffic and sales, but it demands creativity and content specially designed for the user.
The standard email time has ended, you need to find a new angle to achieve good results.
The correct content in your email can handle huge amounts of traffic and provides 44.25 dollars of return for every dollar invested.
3. Make the content adaptive and designed for mobile phones.
The figures do not matter anymore. In 2013, 63% of mobile phone users used it to surf the web. This is double that in 2009. And nowadays there are more cell phones and queries from mobile than from Desktop devices
While we can handle three categories between devices, such as desktop and laptop, tablets and mobile phones, within them are working with dozens of different screen sizes. Not all netbook or laptop have the same screen sizes and the same happens with the models of tablets and smartphones
You have to think about how to do so that the content is viewed correctly in the tens of different screens and that users read the same with the design that was developed and that it is modified by the adaptation to the screen.
4. Separate content marketing from the construction of links (link building).
“Content marketing” does not get results without “link building”. If Google does not make any new indication, this will continue for a long time.
It is a mistake to develop content for the sole purpose of building links. The content, and within this the marketing content, is a component of the link building, but it is not usable as content marketing if its objective is to build links only.
Write content with proposals that point to what the user seeks (educational and informative) will be the goal, not the content manipulated for an end. And when it generates links, it will be much better.
5. Small fragments rescued from large texts.
In previous years, we wrote contents of a page because this was good to attract search engines. Before, 1500 words were written in a post on a blog because users sought to find the essence of the contents within them to share.
Think about this. Today people have less time, can hardly do their job, it is unlikely that you can devote to reading whole and dense posts and then share them in only 20 minutes of your day.
Then offering small fragments, small pieces taken from larger contents so that users can digest and share easily, may be a more appropriate strategy
The user can then choose in his free time to delve into an article that left him hooked. But highlights, memorable phrases or action points, are what you are looking to share on Facebook or Twitter.
In any case, the fight between pills and treaties has not ended and although the users are more hooked on the pills they also like the treated ones.