Before the year 2020 came, everyone had their New Year’s resolutions made up… they were just waiting on January 1st to come to start them. Businesses even had New Year’s resolutions too. Whether it was to hire three new employees or to ramp up their customer service, everything about the coming new year had to be new.
Well, what if the things you were doing in your business didn’t need any improvement? They say if something isn’t broken that you should be trying to fix it, so what if there was an area of your business that was perfectly fine… would you still try to fix it?
True enough, people and businesses could use improvement in certain areas but with businesses, you can’t just go changing things without a thorough analysis… not doing so could do serious damage. But one business area that hasn’t experienced too much change is the marketing sector… the content marketing sector in particular.
There is a huge demand for content, and although there are some great new changes in marketing, consistency is one of the best practices for long-term success. That reason alone is why there are some content marketing tactics that are timeless. Those tactics have brought success to many businesses and are still effective to this very day, and we’re well into 2020!
New to content marketing? Check out Our Beginners Guide to Content Marketing!
If you’re looking to drive more traffic to your site and grow your business, take a look at these five content marketing tactics that are still holding strong in 2020 with no signs of slowing down.
5 Content Marketing Tactics For 2020
The Power of Storytelling
In the world of content marketing, storytelling is a powerful tool to engage your audience. You might think that business isn’t about “storytime,” but what business owners fail to realize is that telling your brand’s story humanizes your brand and allows your audience to connect with your brand on a much deeper level.
If you haven’t already tried storytelling with your brand, there are a few things you need to incorporate with your brand’s story… Your audience is going to want to know:
- How your brand came to be what it is today: What was the motivation behind your brand?
- How your products/services are created or developed: What makes your products/services so special and why should your audience buy them?
- How are your customers using and enjoying your products?
- The people behind the brand: What do your employees have to say about the brand?
Where the power of storytelling brings the biggest effect is in the evocation of feelings. Although this form of content marketing has gone on for years, the platforms have changed. Instead of only sharing your brand’s story on your company website, you can now share your brand’s story on social media platforms through pictures and videos.
This helps your audience get to know your brand better which, will then lead to sales… If you’ve ever underestimated the power of storytelling in the past, 2020 is the year to revisit this particular tactic.
Think about your customers and how they engage with you… Does their engagement only come from your website or does it come from multiple channels? It probably comes from multiple channels, and if it doesn’t, you need to revamp your entire marketing strategy!
The point is, your customers don’t just engage with your brand through one channel, and with that being said, your content should be accessible on multiple channels as well. With an omni-channel publishing strategy, your audience will be able to access your content through the channel they want to use.
In short, you’re publishing content across multiple platforms. But the important thing to keep in mind is that you need to format the content correctly to fit the specific platform they’re using but you also need to make sure your content engages them on their platform of choice.
That means, you want to make social media posts that don’t have 750 words on it but a playful video on one story and the next story can be an actionable post to “swipe up” to be redirected to your website. When you engage with your audience using content across multiple touch points, you have more opportunities to build value.
Segmenting Your Audience
Segmenting your audience is a content marketing tactic here to stay because it’s a smart one. Obviously, you need to segment your audience based on product need but segmentation is also important because your audience is all at different buying cycle phases, therefore, your content will need to be adjusted for that. For example, you don’t want to create and present brand awareness content for loyal customers… you want to save that for acquiring new customers.
The best way to get the most of your marketing efforts through segmenting is to do it through segmenting based on buyer personas. This will help you to create content that speaks to each type of customer persona.
Guest posting offers a multitude of benefits to a business… You can actually think of it as a two-way street in the sense that it benefits the guest blogger just as much as it benefits the website publishing the content.
Not only are you establishing yourself as an authority by sharing your expertise with other companies, but you’re also giving your brand exposure to a new audience and building a relationship with other industry leaders in your field. In that same token, remember it’s a two-way street, so when you feature guest posts with links from blogs on your own company blog page, you’re exposing your audience to new content.
Testimonials are one of the biggest tools in developing customer trust but according to the Huffington Post, testimonials are actually one of the best ways for a business to establish credibility and showcase expertise.
When you know your products and services are of high quality, you can ask your customers to rate your business and feature their feedback on your site. The cool thing about testimonials is that even if you get bad or negative feedback, it’s still a good thing because it’s a learning experience.
You, of course, only want to feature positive testimonials on your site but really take the negative feedback and improve upon that.
Content Marketing That Stands the Tests of Time…
In the world of business, there were marketing tactics used that became outdated as technology grew but there are just certain marketing tactics that were designed to withstand the tests of time… And those five content marketing tactics are ones that are here to stay for years to come.
If you’re not already incorporating these content marketing tactics in your marketing strategies, you’re truly doing your business a disservice.