14 Jul Digital Content Today
The world of digital content marketing has been growing exponentially each year with consumers spending on average around 10 hours each day engaging with digital content, and more than a quarter of millennials and Generation Z using three or more devices at the same time. Over half of all shoppers express that online video has helped them decide which specific brand or product to purchase. The rise of video means that those not making use of it are likely to experience some substantial stagnation in the awareness of &/or growth of their business.
A major advantage of digital content is that it can last forever; evergreen content can be republished, repurposed, or seasonal, and can provide a personalized brand voice that allows your customers to engage with you. Publishing high quality digital content with a personalized appeal to targeted personalities and consumers’ feelings regularly adds three times more leads to the sales funnel than traditional outbound marketing. While keeping engagement as the foremost concern, entertainingly effective content should be focused on educating and providing value rather than hard selling; attention should be aimed at consumers and their specific needs, wants, fears, and goals.
What are some of the current trends in digital content marketing? Guides and eBooks focused on providing personalized value are a pathway to creating attractive digital content to post to social media and generate leads through downloads. Webinars and podcasts are becoming more prevalent even for basic consumer goods products to engage directly with consumers and provide more detailed educational value, with recordings being posted with the option to view by providing an email address. On the rise is the pervasiveness of interactive content into the mainstream that provides a heightened level of personalization and engagement; polls and quizzes, 360-degree videos, and augmented reality ads are forms of interactive content doubling in usage year to year. L’Oréal recently teamed with Perfect Corp. to include products into their YouCam Makeup augmented reality app that allows users to test virtually via mobile or iPad at designated beauty counter setups. These types of engaging experiences create a fun and memorable personalized connection to companies. Virtual reality is a big attraction right now, and a 360 VR camera can be a worthy investment; for marketers Unity Technologies is developing virtual rooms that fully engage customers and allow them to tell their very own unique interactive story.
On the rise also is voice-activated content; nearly a third of Americans today have smart speaker access, and adoption of smart speakers grew close to 40% in the last year. Last summer Pandora introduced its Voice Mode mobile assistant which has enabled companies like DiGiorno to implement their ad on the platform that tells a joke and requires a voice response from the user to hear the punchline. Digital content like this is appreciated because it treats consumers as individuals with feelings and personalities rather than just basic needs. Another interesting tidbit is that 85% of consumers find user-generated content (UGC) more influential than brand content; businesses are seeing increases in UGC because of the success and engagement they get, and this is a particularly rapidly growing trend with Instagram. GoPro is one of the best at this, showcasing camera usage by customers that has gotten them nearly 20 million Instagram followers. 40% of Facebook users today are over 65, with other platforms like Instagram becoming more of a hit with the under 30 crowd.
A facet of digital content strategy that is becoming popular is customer journey mapping; this tactic entails visualizing the entire customer experience from the customer’s point of view, which helps businesses understand their customers individually, provide more personalized and meaningful interaction, and better address their expectations. This is one way in which companies are telling the story from original potential client contact to building a lasting relationship. Customer journey maps are inclusive of every customer touchpoint from television ads to social media interaction to packaging and manuals and have revealing quantitative components from CRM and web analytics.
Here at ACCL Marketing we pride ourselves on developing a robust digital content strategy best tailored to your targeted audiences and goals; the time is now to boost your business’s social media presence and take advantage of the benefits of educational, entertaining, and engaging digital content. Contact us today, we would love to chat more!
Blog By: Michael Stalcup (Intern Summer 2020)