As a consumer, no one wants to feel like they’re just a number, so it’s important to make customers feel like they matter and not just their wallet. Personalisation goes a long way to achieving this and will become even more important in the new year. Addressing customers by their name in communication, tailoring content based on their search behaviour or interests and even welcoming them to your page by name if they are registered to your website or emailers goes a long way to to forging greater loyalty and repeat purchase.
Arguably one of the best ways to shorten a sales funnel, shoppable content allows users to shop directly from an image, article or video you’ve posted, closing the gap between consumer engagement and action. The idea is to satisfy the immediate purchasing desire that content arouses and it works. For example, 74% of consumers who watch an explainer video about a product subsequently buy it, according to the The State of Video Marketing report. TPP has experience creating shoppable content for clients with proven results. In print, you can also use QR codes to take readers directly to your product.
This type of content requires a participant’s active engagement beyond just watching or reading (think quizzes, slideshows, surveys and virtual or augmented reality). In return, participants receive hyper relevant content that they care about, with the added benefit of having it tailored specifically to them. Ninety-three percent of marketers agree that interactive content is effective in educating its buyers versus 70% for static content according to Go-Gulf’s The State of Interactive Content Marketing stats and trends. Interactive content also works to differentiate your brand from competitors, and is more attention grabbing than static content.
Content marketing itself will gain more prominence in the new year. According to SnapApp, 70% of marketers are creating more content today than they were a year ago. Creating content for consumers to engage with on your own platforms shows your expertise and authority on the subject. According to the Content Marketing Institute, content marketing generates over three times as many leads as outbound marketing and costs 62% less. Businesses that publish 16 or more pieces of content per month get almost 3,5 times more traffic than those that publish 4 articles or less. It may take 3-6 months to start seeing results but the impact has a longer shelf-life than many other methods of marketing.
The current darling of digital, video continues to be the gift that keeps on giving due to its endless possibilities, high ROI and lower cost compared to traditional media. More marketers are seeing video as a serious contender in their efforts, and no longer a “nice-to-have”.
According to Paige Dorkin, TPP’s digital content director, “Some of our clients have made this very explicit – that their short- to medium-term strategy is to substantially decrease or even completely wean off of traditional media, and to channel those budgets into performance marketing strategies. Video plays a key role in those strategies.”
In the new year, live video is going to garner greater interest by brands. “On average, live videos on Facebook Live and Instagram Live keep your audience watching three times longer than recorded ones. The daily watch time for Facebook Live videos have quadrupled in a single year, and they produce six times as many interactions as traditional videos,” according to Forbes.com.
If you need an expert team to guide your content marketing strategy for 2020, get in touch with us.
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