Any amount of research on digital marketing will produce a plethora of articles touting “content is king”. However, what you will quickly discover is that effective digital marketing and a large content library do not go hand in hand. In many instances, all businesses and entrepreneurs are doing is creating a lot of noise. It is time to work smarter, not harder, and build truly engaging content that converts consumers at every stage of the buyer life-cycle.
The most important lesson business owners and entrepreneurs need to learn is that content is not for you. It is created to bring value to your audience, either through educating, entertaining, or (ideally) both. Therefore, it may be a good idea to embrace the idea that less-is-more. When it comes to content creation, quality will always trump quantity. Below, you will discover some of the most effective digital marketing tactics and techniques.
Effective Digital Marketing Strategies
1. Bold but Minimalist – Many of the most iconic brands today embrace a bold digital marketing strategy that incorporates the KISS method, such as Google, Apple, and Nike. These brands have created well-defined brand images, with assets that immediately bring to mind their core values and principles. Nevertheless, they tend to say very little, allowing passionate advocates to spread their messaging.
2. No One Is Reading – While the data shows that long-form content ranks better on search pages, research also reveals that website visitors are skimming before deciding to read. People want their information given in bite-size portions, which means breaking up articles using sub-headings, images, infographics, videos, and more. Quick bursts of information are more effective than long-winded articles.
3. Video is the Content King – In 1981, MTV began its very first broadcast with the music video “Video Killed the Radio Star” by Bruce Woolley. Current trends show that video content marketing is creating the same revolution online. Recently, Cisco projected that “IP video traffic will be 82 percent of all consumer Internet traffic by 2021.” It is important to adopt a video content strategy quickly.
4. Superfans and Advocates – It is critical that your content is compelling enough to stand on its own, encouraging superfans and advocates to share with their friends and family on social media. Moreover, the most impactful content will impact your audience on an emotional level. Shareable content will create the social proof and peer-to-peer endorsements that are more powerful than any marketing message.