The Power Of Social Media & Content Marketing
Content marketing has become a standard part of any online advertising campaign, with over 53% of businesses utilising the channel today. However, with 50 million businesses also utilising social media, content marketing as we know it certainly has some competition. For this reason, it comes as no surprise that businesses, agencies and institutions are taking a shine to potential employees that can harvest and utilise skills in these areas.
However, new talent isn’t the only thing that businesses are looking for. In fact, over 71% of marketers are being encouraged by their employer to attend classes and courses to expand their knowledge, not just in content and social media, but across all areas of digital marketing. With 73% of marketers themselves also wanting their employer to make allowances for job-based learning, it’s clear to see that both businesses and their employees are taking a particular interest in expanding and improving upon their knowledge, allowing for a wider reach through their marketing efforts.
At Absolute Digital Media, we actively encourage our staff to keep learning, with regular training sessions, webinars and industry research, striving for more seamless and innovative integration across all of our departments and services. We’ve asked our experts what they think about the demand for content marketing and social media and the power that these channels hold.
The Allure Of Content Marketing
For businesses looking to not only reach customers but to do so with value and increased engagement, content marketing can be an effective long-standing solution. With the right channels and platforms and a clear understanding of your target audience, it can be a valuable tool for any business, small or large. Through aligning your content with the potential and existing consumer base for your business, you can attract, maintain and convert those that are most likely to buy or interact with your business.
The use of content marketing provides businesses with the opportunity to capture each stage of the marketing funnel. Every user, whether they’re in the awareness stage, the consideration stage or the final conversion stage, can be reached using different types of content and then engaged and encouraged through to the final purchase or action. The style, format and type of content best for each stage differs completely, however some of the most popular and effective formats include:
- Video – Video marketing is undoubtedly growing in popularity, making up approximately 80% of all online traffic, and is set to become the leading content form by 2021. This is perfect for social media integration and capturing younger audiences such as Millennials and the iGeneration.
- Images/Infographics – With readers typically paying closer attention to visual content, even text on top of images, compared to standard text on a page, images and infographics have quickly become a leading content form.
- Long-Form Content – Consumers want as much information as they can get about something before they make that purchase and for that reason, content of 2000 words or more that offers valuable, in-depth information is garnering plenty of success.
- Quizzes – What better way to encourage engagement than with interactive content? This content demands the attention of the reader and garners organic reach through sharing.
- Contests – Play to your audience’s potential competitive streak by offering a competition or giveaway. This can encourage sharing, engagement, awareness and build up a community around your brand.
- Podcasts – Podcasts are an often overlooked content form that is still highly popular today. Over 44% of the population have listened to a podcast at least once, meaning you have the potential to reach millions with a simple recording.
The power behind content marketing is clear and it’s for this reason that the demand for content-related skills is at an all-time high. Between 2017 and 2018 alone, there was a 33% increase in job listings for content marketing-related jobs, whether that was someone to do the full job, a copywriter to put together the content or something similar. The increase in investment in content marketing campaigns is a clear sign that the digital marketing landscape still very much sees content as king, and 2019 is already showing further growth in demand for content-related skills.
The Power Of Social Media
Did you know that over 3.48 billion people are active on social media as we speak? Social media and the power behind the platforms is a whole new form of marketing that millions of businesses are rapidly beginning to adopt. As consumers demand better experiences and easier access to communication with brands, the use of social media within business activity has grown incredibly.
Answering questions via live chats, responding to both positive and negative comments and posting content tailored to your audience enables and encourages a feeling of connection with your audience. This connection is what will engage your audience, though you will need to pay careful attention to what your audience wants, what they’re likely to respond to and which channels and content forms they are most likely to utilise. Some of the key platforms you could use include:
- Facebook: With 2.27 billion users every month and a share of 68% of adult social media users, this is a platform that any business can find an audience on.
- Twitter: Twitter’s demographic typically rests with 40% of 18-29-year-olds, however, 27% of 30-49-year-olds also utilise the platform.
- Instagram: This visual-based social media platform attracts 1 billion active users every month, securing a whopping 72% of all 13-17-year-olds online, and 64% of 18-29-year-olds.
- LinkedIn: This B2B networking platform attracts 50% of graduates and 45% of adults earning over £75,000, however, only 29% of 18-29-year-olds use LinkedIn.
- Snapchat: Another visual-based platform, this app attracts 69% of 13-17-year-olds and 68% of 18-29-year-olds, but only 3% of those over 65.
Alongside picking out the right platform, you need to consider the fact that emotion drives 50% of all buying decisions, and social media offers a quick, simple way for businesses to utilise and capture exactly that. There are six main archetypes for emotions you can evoke, including:
- Fulfilment – This is a case of fulfilling your customers’ needs and expectations, whilst aiming to go above and beyond to set your brand apart.
- Enhancement – Create the impression that a customer will benefit or become better, more capable or smarter by interacting with your brand.
- Identity – Offering an image, belief and message that your customers can resonate with (e.g. cruelty-free, animal rights, veganism, organic food, charities)
- Nostalgia – If you happen to have a retro brand or a long-standing product range, you can evoke a sense of nostalgia through your advertising.
- Ritual – Post something interesting and engaging regularly and on a schedule, and you could become part of their daily routine or ritual.
- Indulgence – By posting entertaining and gratifying content, you can build up consumer relationships by offering them something indulgent to capture their attention.
The demand for social media and content-based skills is undeniable. With content marketing as a whole sitting as a core part of any online advertising campaign, businesses are putting more of their budget towards individuals with skills surrounding social media use, content creation and the marketing of both forms. Content marketing offers brands the opportunity to increase their visibility, build brand awareness and drive sales and traffic, all while building your business a strong reputation.
For more information about our content marketing and social media services, or how they can integrate with any SEO campaign, contact our team on 0800 088 6000, today.