Key Sources Say You’ll Need to Revamp Your Organization in 2013 to Meet Content and Social Media Marketing Demands
There is no doubt, as we sail ahead into the uncharted waters that are 2013, content marketing is one of the key marketing strategies we’ll take
with us from 2012. Content marketing is one of the key inbound marketing pieces organizations are finding they can’t live without. As consumers look more to brands for information, entertainment, and clarity, effective content creation and management will become more critical than ever… and you’ll need the right people in place to ensure it comes off without a hitch.
Consumers, They Always Demand More of……
The kind of content consumers will demand in the new year encompass more than just a single mode. You’ll be expected to produce text, audio, video, and graphics, do them well, then promote and distribute them in a variety of ways.
If you want your content to do what it’s tasked with; get your organization noticed, engage consumers, and drive sales, your content creators will be forced to deliver compelling, high value content that does one or more of the following, and does it very well:
- Helps solve key problems
For most organizations, that means one thing; it’s going to require more resources allocated to content creation this year. If your content marketing strategy had been posting to your blog a couple of times per month and hoping for the best, prepare to turn up the heat, because your audience isn’t going to accept that any longer.
As consumer expectations grow, they want their content more closely tailored to their specific needs. In addition, different individuals absorb information more effectively in different ways. Some are visual learners, while others are auditory learners.
Also, different content lends itself to different kinds of formats. Instructional material on how to install a new hard drive is probably more effective as video, while conceptual content on cloud computing can be highly effective as text and graphics.
No matter the content mix, your target consumers are hungry for content that presses their buttons like a 12 year old on an XBOX. If your content doesn’t meet their expectations, they’ll go elsewhere in search of some that does.
Remember, it’s not just about attracting new consumers, although that’s certainly something most brands are focused on. It’s engaging them and building long term relationships that really bring home the bacon for your business.
How Do We Know That?
Well, past experience, for one thing, but it doesn’t stop there….
According to Trendwatching.com’s new report, 10 Crucial Consumer Trends for 2013 consumers are going to expect brands they follow to proactively engage them and deliver content that helps them do things better, solve problems and help them save their hard earned money. Whether that’s the tail wagging the dog or not, it’s certainly a far cry from the model most marketers are used to.
What’s more, consumers want, well more. Transparent information, especially. They’ll demand revelation and expect no surprises of the negative kind from their favorite brands. Content will be key to ensuring those expectations are met, if not exceeded.
Tweet, Tweet…. and That’s Just the Beginning
Then, of course, you’ve got social media. If there’s one thing that eats content like Godzilla munches ’72 Corollas, it’s social media. As brands realize that they need segmented, optimized social media campaigns to support their various marketing initiatives, adding social media marketers to their staff, or finding trusted third-party providers to handle these tasks only makes sense. Keeping up with the planning, production, and management actually leaves little choice.
Yet Another Indispensable Marketing Staffer…
All that content needs direction. Just throwing it against the wall and hoping something sticks isn’t going to generate the kind of ROI most organizations are looking for. That’s why the Mathew Knell, AOL’s Social Media Director wrote in the Huffington Post today that one position many organizations are scrambling to add to their staffs this year is a dedicated Content Strategist.
As I’ve posted here before, all the content I the world does little good without good strategic planning, and creating such a plan, executing it, and following through is damned hard work. So much in fact, that just relying on someone on your marketing department to do it in their spare time just doesn’t cut it any more.
If you’re starting to get the feeling that you’ll be planning, producing and publishing more content, in more varieties, and managing it more this year, you’re right…. if you want to grow your reach and build your brand.
That means one thing; committing more resources, adding staff or turning to external providers for content creation and management, plus using more tools to keep everything moving ahead on the straight and narrow. Start building now, because as the year moves ahead, your content and social media marketing village is going to become a busy place, indeed.
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