Recent statistics show that as much as 93 percent of B2B companies use content marketing to establish their brand and create demand.
In actuality, B2B marketers that blog generate 67 percent more leads than marketers that don’t.
At the same time, content marketing is expected to be the most commercially important digital marketing trend, according to Smart Insights.
If you want your business to thrive and drive significantly more traffic to your website, you need to devise a new, updated content marketing strategy.
Here are five content marketing trends that you shouldn’t ignore if you want to be successful.
1. Brands That Do Content Marketing Will Rank Higher in SERPs
Google is on an uncompromising mission: to offer users high-quality content that’s relevant and valuable.
By consistently producing good content, brands can deliver exactly the information that their target audience is interested in, and establish themselves as reliable product or service providers.
At the same time, good content can attract more backlinks and social media signals, which can both increase authority – a factor that will largely impact your website’s search engine ranking.
While taking note of other SEO elements such as keywords is still important, focusing on content is paramount, so brands that don’t currently have a content marketing strategy should certainly develop one.
Posting valuable content will help paint your brand in a positive light, thereby contributing to increased popularity for your business. An example? Bingo gaming sites have used this approach in the past to increase popularity for their offerings. New bingo sites in 2016 are expected to continue towing this path by publishing regular content and case studies on the advantages of playing bingo.
2. More Brands Will Learn About the Importance of Content Distribution
Most brands’ content marketing strategy is limited specifically to content creation and publication.
Effective distribution goes a long way towards helping brands put their content in front of their target audience.
In addition to letting brands reach their existing and prospect customers, content distribution gives them a competitive advantage over other companies trying to win their audience over.
But for this strategy to be efficient, brands should make sure their content is correctly optimized, mobile-friendly, and most importantly highly valuable for their readers.
If users access your content from mobile devices, and the page isn’t mobile-responsive, they will abandon it, no matter how good the information is.
Alternatively, if your content doesn’t bring any new information, or the information isn’t entirely accurate, there is a good chance that users will click the “back” button.
3. Content Marketing and Social Media Will Be Essential One to Another
Social media is one of the most powerful content distribution funnels, allowing brands to reach out to their target audience, drive more traffic and earn backlinks.
Due to the huge number of prospective customers spending more and more time on social networks, these platforms offer companies the opportunity to get their content read by more eyes.
As a result, paid social media advertising will become increasingly popular, and businesses will continue to spend massive budgets to promote their posts and get ahead of competitors.
4. Content Repurposing Will Become More Popular
According to a survey conducted by Content Marketing Institute in 2014, as much as 86 percent of marketers stated that one of their content marketing resolutions for the upcoming year would be finding ways to repurpose their content.
Brands will be seeking out the ability to create cost-effective, user-driven content in 2015, addressing not only multiple constituents in the buying ecosystem, but also multiple selling environments.
This helps minimize the resources needed to consistently create new and fresh content, allowing companies to leverage existing content that has had an impact on their audience in the past.
5. Guest Blogging Will Rise Again
After Matt Cutts, the head of Google’s Webspam team, has stated that guest blogging was “done,” it caused a mass exodus that led to writers moving away from this popular model.
Later on, Cutts came back and said he was misunderstood, and what he actually meant was that guest posting was “done” as a link building strategy – but this doesn’t make it less effective as part of brands’ content marketing efforts.
If done correctly, guest blogging can help you gain exposure, reach out to a wider audience, build a sense of community, and brand your business.
Guest blogging may help you get one or two backlinks, but its real value lies more in the ability to help brands establish themselves in the industry they operate in.
It’s no doubt that having the assistance of a digital search marketing agency can help you improve your content marketing efforts and stay in line with the biggest players of your industry.
Knowing what to focus on is critical to delivering good content and standing out in the sea of companies vying for attention.
But don’t forget that creation and publication are just the first steps of content marketing, and for the equation to be complete and correct, an adequate distribution plan is mandatory.