15 Nov Updating, Revamping, Changing your Content Marketing Program in 2018?
To help you plan ahead and get your content marketing program in tip-top shape, here are a few predictions for the changes you can expect to see next year.
We’re in the end of 2017, cruising into the all-important holiday season, and you’re probably focused on closing out the year on a strong note. However, have you started thinking about your 2018 program? How are you changing your content marketing program next year?
It’s important to review, reflect and strategize based on this year’s results. If you stick with the same program or plan from year to year, you may miss an opportunity to grow. What do you think is coming? And how will you change your approach to content marketing next year?
How is content changing for 2018?
Here are the changes I predict we’ll see in the new year.
Video is required now
Video content is huge, and it’s going to keep getting bigger. Video is more engaging than standard text, or even images. Video catches attention and increases engagement significantly.
If you’re not already producing video for your business, you’re very likely behind the competition. It’s time to add video to the content marketing mix.
Video works great on social media. From Facebook and YouTube live feeds to Instagram Stories or Instagram Live to produced video for any of the channels… it all helps. There are over a billion users on YouTube. And it’s reportedly the second-largest search engine, behind only Google.
It’s manageable and easier than before
Even a few years ago, video marketing was still overwhelming for many. The cost and necessary technology were a barrier to entry for some smaller businesses. They felt like they couldn’t compete because they didn’t have huge production budgets.
However, the reality is, huge production budgets aren’t necessary. You can shoot video on a cell phone today. There are many affordable accessories, and the video quality on today’s new cell phones is fantastic.
There are easy ways to use video from one channel on another. Did you know you can download a Facebook Live video, save it and upload it to your YouTube channel? You can.
You also can use the native tools to add captions and edit the caption files to ensure the message is correct. You should have some content that’s unique to each channel, but you can share other pieces and use that to help build your audience on both. You can link to your Facebook page from your YouTube channel and vice versa.
What type of video do you need?
Live video is favored in the Facebook algorithm right now, and that’s important because organic reach for most Facebook business pages is down a lot. Many business page owners are frustrated by the lack of organic reach.
With the Explore Feed test that Facebook has conducted in six countries, there’s been a lot of discussion about organic reach dropping even more if the test is rolled out systemwide. As of right now, Facebook says they don’t intend to roll it out any further than they have. However, that could change at any moment.
I personally see about a five-to-10x increase in engagement and reach on my weekly Facebook Live Marketing Training over any other content I share on Facebook. My videos also perform significantly better than images, blog posts, links or industry updates. I do a mix of produced training and tip videos and a weekly Marketing Training session via Facebook Live for my followers.
You can do live or produced video — either is good, and both is better. Share your videos on multiple channels to meet your audience where they spend most of their time.
SEO is going to increase in importance again…
To read the whole article, CLICK HERE.
Thanks to columnist Rachel Lindteigen and Marketing Land for this great read.