Understanding where your own audience is in terms of these trends is important, you can use Google Analytics to find out what devices your audience are using to consume your content. If you’ve had a drop in visitors this last year, consider whether or not it could be because your content is not useful, relevant, or available in the format your audience wants.
Mobile Consumption Is Growing
I’ve said this many times before and still otherwise sensible business people ignore it, if your website isn’t mobile friendly you’re going to lose out big time. More people are consuming content via mobile devices today than they are via computers. Many work places have blocked certain types of websites from their workers, so they’ve moved to their mobile devices during the day, and may use their home computers in the evening, when they have time.
Content Must Be Original
Long gone are the days of everyone finding the same content on multiple websites as website owners all used articles from article directory type websites and the same guest post was pushed out to as many website owners as would use it. Nowadays all content needs to be unique and not used elsewhere, which means that guest posts and articles now need to be used on one website only. If you want to attract people to your content, make it new, make it original, share your opinions and make it frequent.
Content Needs to Be Targeted
Making original content that has absolutely nothing to do with your target audience is an exercise in futility or better yet, stupidity. Make your content so that it puts your target audience first and you’ll be more successful. This means that you have to forget what interests you and your management team and focus all of your efforts of fulfilling the needs of your target audience.
Content Needs to Be Useful
There is no point churning out lots and lots of content that simply isn’t useful and exciting to your target audience. The content that you produce needs to be useful as that will move your audience to take action and that is the whole point of content marketing.
If you cannot think of anything useful to write about, simply head down to the sales and customer service offices and ask them for a list of every single question they have ever been asked, now simply answer these questions and you’ll have lots of unique, quality content that your audience find useful.
Content Needs to Be Multimedia
Video, infographics, images, audio, eBooks, articles, blog posts and more should all be used together to create a storm of new content that works together to promote the products and/or services that you want to promote. Content can still be repurposed into new forms, but you need to put a unique spin on it.
Responsive Content Is a Must
The earlier discussion that content should be mobile doesn’t really do justice to what is happening. Creating a separate mobile website, and then a regular website, and then separate content and sites for each type of device is a waste of time and money. Instead, ensure that your content is consumable on all types of media, in other words make sure you serve your content on a responsive platform and this means email too.
Capturing Attention Is Paramount
How you go about capturing the attention of those who may consume your content is changing. Your use of content, images, promoted posts, advertisements, video, audio, events and more all matter if you want your content to be seen. You also need to use all of the social media platforms that your audience uses, as you want this audience to see your content everywhere they go.
As a content marketeer it’s your job to understand what is happening in terms on content consumption so that you can understand what your audience is expecting from you. It’s your job to read industry news, to increase your knowledge, to research topics and then to fulfil this need.