Content Marketing, Content Promotion, Owned Media
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The stronger content marketing techniques become, the harder the pushback against them will be. Google, and even email filters, do their best to identify legitimate content and cast aside content that feels redundant or spam-like. When the stakes are high and people become more competitive in their content market, the ante is usually raised until a particular type of content marketing is no longer effective. If you want to stay relevant and useful, you’ll need to be the one to lead the way with this year’s marketing trends.

1. Stronger Email Marketing

Email marketing fell out of favor for a while, but it’s making a comeback. One of the largest trends in this area is to provide an exclusive value to email subscribers that they won’t be able to locate anywhere else. In order to target these efforts, it may be more productive to break your email list up into smaller pieces and tailor the content.

How to Get Your Content Out There:

Use an email marketing distribution tool that allows for full optimization. Rather than settling for a single list system, opt for one that will allow you to divide your subscriber list into categories and subcategories. This will allow you to be sure that the content people are receiving is the content they actually want to receive.

2. Better Cross Promotion

Many content creators will produce content specific to a platform, and supplement it with links to content hosted on their main website. This is a way to draw readers closer to a call to action. You’re getting them to meet you on your turf, and you want them to browse your website. Most companies are beginning to cross promote with a greater intensity.

How to Get Your Content Out There:

Automated distribution tools make it simple to cross promote with just a few clicks. Platform specific tools like Click To Tweet help you send valuable blurbs from your website’s articles out to your entire Twitter following. It’s so easy to do that anyone can find the time to cross promote a little more.

3. Heavier Integration of Images

The public has made it clear – they prefer visual content. Platforms like Instagram and Snapchat which are used primarily for visual content are only continuing to grow. Even platforms like Facebook have integrated features that allow users to sort their newsfeeds with a priority on images. It’s time to give your followers something to look at, rather than something to read.

How to Get Your Content Out There:

Try using a tool like SlideShare. It’s a content distribution database that features infographics and visual presentations on a whole host of subjects. You can borrow visual content from other people, or upload your own content. When you upload your own with a follow up link, people may begin distributing your content on your behalf if they believe their audiences will find it relevant. It’s the beauty of give and take.

4. Competitive Advertisement

A lot of content marketers have become more aggressive with their advertising budgets. With so many entities utilizing online content distribution, it’s harder and harder to draw in the necessary audience organically. Paid distribution methods are inevitable – and they’re more important now than ever.

How to Get Your Content Out There:

Utilize the advertisement and distribution tools incorporated into the social media platforms you use the most. It’s convenient, and you can use the data of your following to tailor your outreach efforts and help them focus on the kind of people you already know are interested.

With content marketing, time is of the essence. You never know what your competitors are trying to push, and whether or not they’re already attempting to conquer these trends before you are. It’s best to spend some time at the drawing board before you start a marketing cycle, but make sure you aren’t waiting too long.

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Contributors

Our publication contributors combine decades of experience with unique insights into the content promotion and distribution industry.
Chad Pollitt Co-Founder Relevance
Jay Baer Marketing Strategist, Speaker and Author
Gini Dietrich CEO Arment Dietrich
Jason Falls Social Media & Public Relations Thought Leader
Jayson DeMers Founder & CEO AudienceBloom
Ann Smarty Brand & Community Manager
Janine Popick Co-founder & CMO Dasheroo
Brianne Carlon Rush Content Director Kuno Creative
Arnie Kuenn CEO Vertical Measures
Pam Didner Global Content Marketing Strategist & Author
Kelsey Libert Marketing VP & Partner Frac.tl
Chirag Ahuja Head of Marketing WorkflowMax
Erik Deckers Professional Writer Pro Blog Service
Jessica Stephenson VP Marketing ExactHire
Bernie Borges CEO Find and Convert
Michael Ferrari Online Marketing Consultant Pen Cap Online Marketing
Larry Alton Freelance Writer and Editor
David Tile Founder & Director Nimble Media
Dan Steiner Co-Founder & CEO Elite Legal Marketing
Jonah Bliss Founder CMO ContentIntent

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