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February 9, 2015

New Trends in Content: Don’t Get Left in the Digital Dust

You already know the winning strategy to any marketing campaign these days starts and ends with content. For most content marketers, the day-to-day challenge lies in creating compelling content that viewers are thrilled to receive. To stay current, you need to also be aware of the current trends in content. It’s a diverse landscape full of many different creative strategies. Check out the list below, compiled as the top movements in content foreseeable in the New Year. Jump in to any or all and get a leg up on your competition.

Tip 1: Thought Leadership is on Fire

Since trust and credibility are the most valuable currencies you have on the Web, drafting a viable thought leadership campaign for your company or brand can alone bring you unrivaled success. To fully accomplish this goal, here are the key elements you need to have in place:

  • First, define your brand and niche down to the very minutest of details. Have an expertise clearly articulated. Don’t be vanilla or attempt to be all things to all customers; you will lose them all.
  • Next, define a few overarching goals and topics that your content always must adhere to. If you run an online clothing store, your content should always tie back to fashion, fabric, or the functionality of clothes in one way or another. In other words, don’t talk about what is happening in the world, talk about what is happening in your Keep it on target.
  • Finally, have a social presence that is active and relevant too. Your social blasts should fully support all your content and vice versa. Align the messaging in similar formats and let each uplift the other. You can’t just be present in the social space; you have to be engaging and consistent in your messaging.

Tip 2: Diversify Your Content Types

Content marketing is becoming a multimedia venture, so it’s no longer effective to just rely on your blog or YouTube channel. Podcasting is finally hitting a mainstream audience, so consider having a full trifecta of offerings: Written, audio, and video. And don’t forget things like infographic and slideshows too. In other words, be creative about the formats you use in addition to the content you create, and you’ll reach a wider audience and engender more credibility and loyalty.

Tip 3: Rise Above the Noise

Understand that the amount of data and information in the digital space is positively exploding exponentially. You can’t just cover topics everyone else is talking about, you have to rise above with original thinking and creative offerings. Don’t be afraid to take a stand at times, even at the risk of being controversial. You need engagement, not a world that agrees with everything you post. As long as any positions you take as a brand are consistent with the identity you’ve crafted, it’s OK, and even beneficial, to cause a stir. Know what your main competitors are writing and posting about too; if you’re at all tugging at their coattails, you’ll lose the race. Be original, prolific, and creative. That’s the ticket to true success.

Tip 4: Be Niche. Very Very Niche

I mentioned this in the first tip, but it’s worth highlighting; going very targeted with your identity and audience is one of the greatest gifts you can give to your company right now. Because it’s so easy now to geo-target a very specific demographic, you can reach the exact person you know needs your goods and services in an efficient and inexpensive manner. The more you try to reach everyone, the more you have to spend, and the harder you have to work to win them over. On the contrary, if you know who you are as a brand, you can speak exactly to the folks that need and want you, and no one else. This saves immense time and resources, and will bring you a much more lucrative conversion rate too.

Tip 5: Be Brief

Gone are the days that monster articles and blogs equal boons to a content strategy. People are more pressed for time than ever before, so your communications and videos need to be value-rich and hyper-brief. Look at the rise of platforms like ‘Vine’ (http://www.vine.co) and ‘Ocho’ (http://www.ocho.co). These networks accept videos that are just six and eight seconds respectively, proving that bite-sized content is winning the war. That doesn’t mean there isn’t space for detailed, in-depth content, but don’t let that be your mainstay. Those should complement your overall strategy, but not be the central focus. The good news is shorter content, as a rule, takes less time to produce; but you do of course need to make more of it.

So there you have it; the five hottest trends in content creation for the coming year. Let these be your guiding forces as you polish up your 2015 strategy for online content marketing success.

What other main focuses do you have for content creation this year? How does your strategy differ from previous years?


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Conscious online marketer, web executive, and multi-faceted writer Tina Courtney has been creating and fostering online innovations since 1996. Tina has assisted many clients in maximizing online production and marketing efforts, and is a staff writer for SiteProNews, one of the Web’s foremost webmaster and tech news blogs. She’s produced and marketed innovative content for major players like Disney and JDate, as well as boutique startups galore, with fortes including social media, SEO, influencer marketing, community management, lead generation, and project management. Tina is also a certified Reiki practitioner, herbalist, and accomplished life coach.  Learn more on LinkedIn, Facebook and Google+. Visit My Google+ Profile

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