2016 was the year that content became more than king, it’s became a piston in the engine called digital marketing. Fast forward to now, and we’re still in much of the same boat- with a lot ways to create content than ever before.
You heard it all of 2018 and you’ll continue to hear it in 2019: Video is the king of the content game. With Youtube boasting almost 30 million users a day, do you really need to hear another statistic? No matter how you slice it, there are at least a million users waiting to be marketed to every day on Youtube alone. Even if you aren’t on Youtube, the top businesses produce 18 new videos per month. Which means if you haven’t created any, you have a lot of catching up to do.
The CEO of Hubspot thinks that 50% of a company’s content marketing strategy efforts should be placed in video. On a more basic level, video is easy for human beings to consume.
Here are some ideas to inspire you:
- Try recording some video sales letters for your landing pages.
- In addition to your weekly blog, record videos that summarize your blog for lazy readers.
- Hold live interviews within your local niche.
Developing a Brand Voice
Brand voice is the expression of your mission statement and values throughout everything you do as a brand. No this doesn’t mean dropping your core values list at every turn, it means implementing them into all of the actions a user takes with your brand online or offline. Logic said, “…people don’t buy music in this day and age. They buy the brand .” And that’s very true. Even if your competitor has a less appealing product than you, if their brand voice is stronger than yours- they’re probably making more money.
The easiest way to understand brand voice is to think of companies that have been around for a long time. For example, Olive Garden’s classic ‘When you’re here, you’re family,” says a lot about how they want customers to feel when they sit down to eat. It wraps Sunday dinner at a huge Italian family into one sentence that guides all of their branding. From their decor to their customer service, they want patrons to feel like they’re family. What do you want people to feel about your brand? What kind of voice do you want to talk to your customers and potential customers with?
Would it be a marketing tactics blog without SEO on the list? Whether you work with an seo company or have an internal SEO team, you will need to keep this long-term investment on the top of your list. Google has made a ton of updates over the last year and with all the new ways content impacts a user’s time spent on the internet, you need to make sure that all of your efforts fall in line with your SEO plan to survive.
Instead of looking for the cheapest deal in the internet. Do a local search. If you’re in Houston, Google ‘best seo company in Houston’ and make a visit to their office. Unless your company has entirely adapted to the days of the internet and can deal with an entirely virtual company, it’s best to stick to someone who understands your market because they live in it.
Ask them questions that really reveal who they are as an agency, such as:
- How important is user intent to you in SEO?
- Do you reccomend off site or on site SEO? Why?
- Do you find your opportunities organically?
To keep it short and sweet: You’re looking for someone who understands that longevity comes from user intent. All elements of SEO are important. All SEO efforts are organic. Stay away from anyone who pressures you to make a decision or makes claims to what they can ‘get you’.
On-Site Chatbots and AI
In many ways, this process has already begun. When you search around for marketing services, whether that be something general like ‘seo company’ or something more specific like ‘copywriters in Houston,’ chances are the top results have a chatbot whose purpose is to help you navigate the site (and ultimately push you through the sales funnel).
Whether you’re trying to make a sale or not, it’s wise to see what you can do to provide a chatbot or onsite navigator. Not only will this keep you up with the time and competition, it will reduce any user frustration and help your website visitors get where they want to go- faster.
Conclusion: Get Ready for a Wild Year
What’s more important than all of these marketing tactics? Combining them. Google has gone crazy with updates over the last year and putting all of your eggs in one basket isn’t going to cut it. Though certain tactics more prove to be more fruitful than others, working on the full picture is important to your long term success.
What is your company’s big picture for 2019? Tell us in the comments.