At Wave we are always on the lookout for the latest trends in digital marketing and this years’ Integrated Live conference at the Excel Centre in London did not disappoint. I always find that approaching the end of a year leads to inevitable predictions for the year ahead and discussions of all that has happened in the previous months, so it was great to have 2 days worth of top marketers reflecting on all of this with their tips and insights. So from a content marketing perspective what can we do to be more successful with it in 2017?
Be different & STAND OUT
Dean Lynn from Datify presented some overwhelming stats showing that every single day there are over 300 million blog posts published, 500 million tweets, over 80 million photos uploaded to Instagram and over 4 billion videos viewed on YouTube. How can you cut through all this noise to get noticed then? Ultimately, big winners of content marketing will have nailed down a strategy and be consistently creating engaging content and executing it in a way that sets them apart from the competition.
Katy Howell from Immediate Future spoke about finding your content tilt; this is what will separate you from others in your market. She also advised that you need to be brave and stand out and be unusually different in order to set yourself apart from competitors which was a theme that popped up at a few of the presentations I attended. In a talk titled ‘What works – Marketing in 2017?’Claire Emes from Ipsos MORI highlighted that it is now all about trying to get attention in the age of overload. In order to stand out you need to disrupt the norm and do something different – try using suspense, humour or emotion as these tend to get the best response.
Be clever & MEASURE YOUR PERFORMANCE
According to Stefano Maruzzi from GoDaddy the average social media user consumes 285 pieces of content each day. With so much content out there it can be easy to just keep on posting and posting and not tracking the performance of anything. Make sure you save time to measure and analyse everything you post and really make an effort to understand and optimise your performance. By doing this, it will enable you to focus your efforts on what is working well for you but will also hopefully give you the confidence to try something new. Don’t be afraid to try different platforms than what you usually use; you don’t know what the outcome will be until you try.
Be resourceful & RECYCLE
Once you have measured the performance of your content, you should be re-using your best performers; it’s a no brainer. Do what works well for you. Quite a few of the presentations mentioned that if you are just posting original content once and then discarding it you are being ridiculously wasteful! We shouldn’t over rely on one method of communication, such as blogs – even though blogs are brilliant there are so many other ways to communicate your content, from videos to infographics, podcasts, webinars or email marketing.
You can also repurpose anything that you post but just do it in a different form. Why not take a blog that you’ve written and make a video and an infographic from it? This will help you to keep posting regular content and hopefully ensure consistent engagement with lots of returning customers.
So on reflection Integrated Live 2016 was one of the most interesting and insightful digital marketing events I’ve attended for a long time. What I have taken away from it is that there seemed to be urgency for us to not only be more daring in 2017 but to also really think about how to set ourselves apart from the rest and really stand out in an over-saturated market.