Your 2018 Inbound Marketing Strategy
2018 is right around the corner, and there’s no better time than now to discuss with your team what your inbound marketing goals should be for the new year. However, before you define any specific goals, have a read of this! I’ll be breaking down five marketing trends to keep your finger on in 2018, along with some tips on how to work each tactic into your content marketing mix.
Voice Search
Alexa, Google Assistant, and Siri are changing the way people interact online, more and more people are citing voice search as their go-to method of online inquiry. Whether than be finding out the weather, or asking where’s a good place for sushi.
Get ahead of your competitors in 2018 by optimising all your content for voice search. You’ve probably worked out by now how to research keywords for search engines, but what about a voice search inquiry? Usually, voice searches are location-based and more conversational in tone. And, as such, keywords are typically longer. Your FAQ page is a great place for long-term keywords that mimic real-world queries thanks to their conversational nature. To further optimise your page for voice search, claim your Google My Business listing to make sharing valuable content over a voice search a breeze!
Multi Content Marketing
Successful marketing strategies mean the combination of several content marketing tactics. According to this study by B2B Content Marketing, B2B marketers use six different content marketing tactics on average. Of these, the most popular proved to be social media posting, case studies, pre-produced videos, infographics, and photos.
Seize your opportunity to garner more organic traffic by actively engaging in more platforms. While some experiences can be tailored to the medium, such as infographics for emails or videos for Facebook, you need to maintain a consistent style, tone, and overall message. Creating unique content and curating them carefully will help broaden your content marketing scope.
Study Your Analytics
Increasingly, content marketers are relying on analytics to make data-driven decisions. Going forward, your content team can expect to get deeper into site analysis, keyword testing and other techniques to learn more about their target marketing and use the data to influence decisions.
Make it a goal next year to document and (if needs be) adjust your marketing tact based on an analytic approach. Through detailed research and the incorporation of marketing tools, you’ll know your audience better. Discovering this information will also help determine your most important objectives for increasing site traffic and growing your social following organically.
Stay Original
Continuing its upward trajectory, original content will be undeniably important in 2018. Based on this study by Curata, 75% of content marketers are increasing their investment in marketing tech. And, as per the latest CMI report, 91% of B2B respondents now use content marketing, up 2% from the previous year’s report.
As the foundation for all marketing, inbound content marketing should continue to drive your strategies for next year. Every piece of content should aim to attract your ideal customer at every stage of the buyer’s journey. By developing engaging and targeted content for awareness, consideration and decision stage clients, you’ll be able to diversify your audience.
Do It Live
Three times the amount of users are more likely to watch live videos than pre-recorded ones, so why are only 28% of marketers taking advantage of this?
Due to the numbers, live video marketing still presents major growth opportunities for content marketers. In fact, 61% of marketers plan to use live video services in 2018, and 69% want to know more.
Integrating live videos into your strategy can help you stand out, especially while it feels new. Broadcasting yourself live can broaden your audience, establish authority and drive your conversions with a catchy CTR. Live video also gives off a sense of urgency. It gives viewers the feeling of instant gratification, and opens a channel for instant feedback.
Between live video streaming, voice search optimisation, harnessing the analytic power and diversifying your content marketing approach, it may seem like you’ve got a busy year ahead. Don’t overdo it though. Rather, set achievable goals with reasonable deadlines, and collaborate to achieve them. Your hard work will pay off in 2019!
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