Content is undoubtedly still king when it comes to marketing. Yet, sometimes marketers still question, why?
Conversational robots, zero click search results, new content mediums and data visualization. Are these the components of a marketers playbook in 2020?
Traditionally businesses, especially in B2B, have focused on products and specs. Yet the classic advertising model has been upended in the era of social media and digital content. Buyers have rejected outdated campaigns in favor of engaging and informative material.
With these changes, B2B marketers often confuse product marketing with content marketing.
Once upon a time... It might be the most cliché beginning to a story, but the traditional lead-in has withstood the test of time. Beyond the opening line, how do you create a narrative that engages an audience enough to make them advocates?
As the Super Bowl approaches, the single most important game in the National Football League and one of the most iconic sporting events in the world, we can see just how alike sports and marketing really are. How are these teams preparing for the biggest game of the year? They are using their data to develop a winning strategy that gives them their competitive edge. They are watching film and seeing which plays will be successful against their opponents. Content marketing, surprisingly to some, should be treated in the same fashion.
Somehow, the vast variety and scope of information created and published online has been condemned to reductive summary in the vacuous designation "content." We may be stuck with the word. Ubiquitous usage of the term has too deeply embedded itself into the culture and practices surrounding the production and consumption of online work.
Infographics have emerged in status from powerful option to essential strategy. Consider the stats:
- According to Hubspot, "blog articles that included infographics generated an average of 178% more inbound links and 72% more views than all other posts."
- Demand for infographics has increased 800% in the past year.
- Infographics are liked and shared on social media 3X more than other any other type of content. -MassPlanner
The most powerful infographics do more than simply present information; they can telegraph a complex story in simple visual terms to a broad range of audiences in creative and engaging ways.