Approaches to Marketing in 2019

When content marketing was really starting to gain popularity, there were really only a few methods you could use effectively. Maybe your team would write a blog post, send an email blast to your subscribers, post the content to your social media profiles and hope it would rank on Google. Pretty cut and dry.

This is still what most marketers are doing, but because content marketing has only continued to grow in popularity, it has become a much more complex type of marketing with nuance and purposeful thinking needed in order for your content to effectively reach and resonate with your audience. You can improve the outlook for your content marketing with these marketing techniques for 2019. Read on to add some new approaches to your content marketing arsenal.

A/B Testing

Each and every company has a different set of customers and companies need customized content to really reach that audience. There’s no one-size-fits-all formula for designing a perfect website, crafting compelling copy, or creating the most effective product, so to find what website design, copy, or product feature will produce the most sales or conversions for your company, you need to determine what your specific customers prefer.

With A/B testing, you can run experiments between two variables, like different colored CTAs, to identify which one produces better results.

Shows

Researchers have proven that storytelling is the best way to capture attention, seal information into their memory, and resonate emotionally with them. Our brains are programmed to respond to narrative, and that’s a psychological phenomenon that’s not going anywhere soon.

Shows can encourage your audience to watch an entire series of videos,  subscribe to updates, and share videos with connections.

Email Subscriptions

Subscribing to online publications through email is the best way to keep up with the latest stories and news from your favorite sources. Persuading your audience to subscribe to your emails and, in turn, consistently view and read your content will generate more leads and revenue for your business.

Growing an engaged, loyal subscriber base also speaks volumes about the quality of your content and its emotional resonance. Even though hoards of content saturate the internet and most people’s inboxes today, people are still actively engaging with your content, which is a clear sign that they actually value it

The Pillar-Cluster Model

Google is relied upon to provide accurate and relevant answers for most questions today. With that being said, Google needs to understand the intent and context behind every single search to provide the correct answers. Google has evolved to be able to recognize topical connections across queries, look to similar queries that users have searched for in the past, and to produce the content that best answers those queries. As a result, Google can deliver content that is determined to be the most authoritative on the topic.

By creating a “pillar” page that provides a very high-level overview of a topic and links to “cluster” pages that delve into the topic’s subtopics, you can show  Google that your pillar page is an authority on the topic it discusses.

Hyperlinking the cluster pages to the main pillar page spreads domain authority across the cluster, so the cluster pages will likely get an organic boost if your pillar page ranks higher, and your cluster pages can cause your pillar page to rank higher if you’ve targeted your keywords effectively.

Podcasting

According to a study by Edison Research and Triton Digital, individuals aged 12 and up are listening to online audio content at unprecedented levels. That is to say, that on average, people are spending 17 hours a week listening to podcasts, audiobooks, and online radio shows. Research has also shown that there are now 14 million more weekly podcast listeners this year compared to last year.

Demand for audio content has skyrocketed, people won’t listen to a podcast just because it’s a podcast. They’ll only really listen to it if it is entertaining and holds their attention.

Social Media-based Public Relations

Over 30% of time spent online is dedicated to social media. People are spending more time on social media than ever before, and public relations teams are adapting their strategy from only placing their stories in news publications to concentrating on driving traffic to their social media profiles.

In order to successfully pitch stories to journalists and news outlets today, you need to account for content that will perform well on social media profiles and publications. So before you pitch a story, make sure it’s relevant and interesting to the social audience.

Audience Segmentation

In a world completely filled with digital noise, creating irrelevant content won’t catch anyone’s attention. To develop effective, personalized marketing campaigns for each slice of your target market, consider audience segmentation, which divides your target market into specific, groups of people based on personal attributes like behavioral information, demographics, and psychographics.

Brand Extensions

Large companies sometimes extend to develop new products in industries that they don’t have market share in. These are called brand extensions, and with them, companies can leverage their brand awareness and equity to create even more revenue streams.

In the past, the most successful brand extensions are ones that tied into the company’s core product. By entering markets that preserve their brand’s associations and perceived quality, companies can develop new products that consumers will intuitively understand the benefits of, even though they’ve never seen them on a shelf.

Conversely,  a company can also exploit its brand, which may damage it. If a product is developed in a market that isn’t closely related to their core product or brand, undesirable associations can be drawn to the brand, thus weaken existing associations, and hurting the established perceived quality of their products and brand.

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