content marketing modern day

Why Content Still Matters In Marketing

I’m doing something different and posting this article for a friend, only because it’s a topic that I love – Content! Enjoy!

The backbone of any good marketing strategy in this digital age is having great content. With so much information whizzing around the web, it’s important that you keep yours fresh and engaging.

How do you do that, I hear you ask? Well, luckily for you I’ve got a round-up of contemporary ideas to keep the content you use in your marketing performing at its best.

Live video

What if I told you that more video content is uploaded to the web in 30 days, than the major US television networks have created in 30 years! Just let that sink in for a moment.


And it looks like this huge boom in video content is set for more rapid growth thanks to the next level of video – live streaming.


Content isn’t just about the written word. Social media apps have now integrated the ability to record live video into their tools. This means you can share things real-time with your fan base.


This is so useful for keeping your content interesting, as users engage with videos more than the written word. In fact, four times as many consumers would rather watch a video about a product than read about it.


Just remember to hype up your live streaming in the days and hours leading up to it to encourage as much interaction as possible.

User generated content

85% of people trust content created by other people, rather than by brands themselves, so now’s the time to get your customers involved.


In this interconnected world of the internet, people feel a lot more connected with brands, so it’s not unusual for brands to reach out to users to get them interacting.


By creating a campaign that’s centered around user generated content, you can dramatically increase brand awareness.


The most iconic and successful example in recent times is Coca Cola with their personalized name coke bottles, which encouraged customers to collect multiple bottles and share snaps of their purchases on social media.


You can also include customer testimonials, which is a great way taking that trust element a step further. These are usually pretty easy to set up – if you’re using Shopify, for example, you can simply install one of the many customer review apps available through the App Store.


Kudobuzz Testimonials & Reviews is one such app. It automates the process of collating customer reviews from the point of purchase.

Influencer collaborations

With 40% of Twitter users saying that a post from an influencer has encouraged them to actually buy the products, it’s clear that the power of the influencer is enormous.


Thanks to their large, loyal audiences, it’s a great place to promote your products directly.


But it’s also beneficial for your content, as your brand name will be getting mentions on their sites and channels. This means that it’s important to make sure that the content that you have on your site gives a clear picture of your brand, and is one that is digestible for your influencer’s audience.


The important thing to remember is that you research your chosen influencer, their blog/social media style, and their audience before creating the content.


Native advertising works on the premise that you can seamlessly blend your advertising content into their usual format to encourage a higher engagement rate.

Get personalized

Personalizing your content is a great way to keep your users engaged.


This can be anything from custom audiences on Facebook to ensure you are targeting the correct people, right through to making your correspondence personal by inserting your user’s name into the subject line of emails, etc.


You can even extend this unique communication to exclusive sales or discounts, e.g.: “you bought this lamp, so here’s 20% off all bulbs”.


It’s been proven that personalized content helps you stand out from competitors, increase sales and drive up your potential selling prices, so the only question is – why wouldn’t you give it a go?

content on mobile phones
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It’s now extremely common for major news stories to break on social media first and thanks to hashtags and trending topics. It’s also a useful realm to gauge which news stories are spiking people’s interests.


You can use this to your advantage and partake in newsjacking.


Newsjacking is where you take a relevant news story and merge it with your own brand content – whether it be recycled copy or a new piece crafted around the current event.


By doing this, you are more likely to see your content boosted up Google’s rankings and become more visible on social media because of its immediate relevancy.


The moral of the story is that you need to keep on top of creating fresh and lively content to keep your users engaged with your brand. There are a huge number of ways that you can create content that matters, and you can never do too much research into how to improve your content. 


As well as backing those tried and tested methods, give these ideas a go to drive more traffic to your sites and ultimately increase sales and revenue.


Victoria Greene is a branding consultant and freelance writer. On her blog, VictoriaEcommerce, she shares tips on e-commerce and digital marketing. She is passionate about using her experience to help brands improve their marketing strategy.

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