Category: News

Take your content marketing strategy to the next level

Are you looking for a way to step up your content marketing strategy in 2021? If so, you’re not the only one. Many companies use content to reach their target audience and grow their brand. business2community.com tells us how to take our content marketing strategy to the next level in 2021.

Prioritize mobile users

Did you know that over 52.2% of all internet traffic comes from mobile users? In other words, if your website isn’t ready for people using these devices, there’s a good chance they will never get to check out your content. As a result, the chances of them becoming a subscriber or customer are small. Start by making sure you’re using a mobile-friendly design on your website. Your content should be formatted in a way that’s easy to read on smartphones and tablets. Short paragraphs broken up by H2 headings an are excellent way to make sure people can read your blog posts on their devices.

Diversify lead generation efforts

There are many ways to generate leads for business. One popular way to grow your lead list organically is with push notifications. Businesses are starting to use push notifications to alert customers about upcoming specials, new content, and even flash sales. You can also get more people to sign up to your email list by creating targeted lead magnets for your blog posts. For example, you could write a blog post that talks about a specific topic in great detail. At the end of the post, include a download link to a full PDF with more information, images, and guides. Encourage users to subscribe in exchange for the extra content.

Put emphasis on engagement

Some of the most successful businesses out there put a strong emphasis on engagement throughout their content. There are several ways you can make your blog posts more engaging for first-time visitors and subscribers alike. You could try asking a question at the end of your article or video and leave an open comment section.

Analyse data to understand your audience

Start by looking at the Google Analytics data on your website. Use the data here to learn about your target audience. Discover your most popular posts, and see how many of those blog visitors turned into customers. If you can understand how users interacted with your content in the past, you can use it for new post ideas. For example, if your blog on gardening is doing well, but you notice that over 75% of your traffic is on posts about flowers instead of vegetables, you can start planning future content based around flowers for more traffic. Also take a look at social media to see how consumers are engaging with your brand and the industry as a whole.

Social media trends for 2021

If one thing is clear after 2020, it’s that a lot can change in one year. Predicting what the future will hold for us is therefore pretty hard. However, Talkwalker and Hubspot still asked seventy social media experts what the social media trends of 2021 will be. Here they are!

Back to the future
Old school marketing is becoming a trend. In insecure times we want to go back to the familiar, including the familiar methods that we know work well.

Nostalgia for more engagement
Playing cards or board games: during the lockdown we wanted to go back to the good old times. According to social media experts companies increase their engagement as soon as they go back to the ‘good old days’.

Bye bye fake news
In 2021 fake news is really not done. Therefore pay attention to whom you are working with, because this also influences your credibility.

What do you meme?
The use of memes is still rising: 55 percent of the people between 13 till 55 years old regularly communicate via memes.

Corona content
Unfortunately,  in 2021 we are not yet done with the coronavirus. Therefore, companies’ content needs to focus on that. And there are four rules that corona content need to adhere to: community, contactless, cleanliness and compassion.

It’s beginning to look a lot like Christmas!

You might not believe it, but Christmas is right around the corner already. Brands right now are working on their Christmas strategies, but Christmas doesn’t look the same this year. What should they be thinking about?

Covid has changed the way in which we shop for Christmas. According to the British Retail Consortium, 40% of Christmas purchases made in September were made online. Google too reported that 39% of people planned to do their shopping mostly online, because they worry about crowded stores. These signals demonstrate that you should start marketing now and that our audience is online.

Most important for brands, is that they put themselves in the audience’s shoes in order to get found. Engage with your target audience and meet their needs. Their buying journey is not straightforward, and you can identify three types of Christmas shoppers. Those with a clear list, those with a rough list who still look for inspiration in store and online, and those who have no idea where to start, but gather those ideas while shopping. You can inspire those customers with your content.

Like with many other needs, we start looking for inspiration on Google. Google predictive text can therefore be a good indicator of what Christmas shoppers are looking for. You should be looking to attract; the right audience using the right channels and engage your audience in things that are of interest to them on. This leads to converting them into an action or buying a product.  Above all, your Christmas content should educate, inspire and entertain them, while addressing sales, but not doing the hard sell.

Make a good plan for your content, and make sure you maximise it. Content isn’t just about blogs, but also about video, e-mail marketing, targeted ads, social media and many other ways to engage customers. Target your customers by using content that engages, educates, inspires and engages them, and you’ll have those Christmas shoppers on your side in no time.

Mobile Gaming: A new way of Content Marketing

Smartphones – we cannot imagine our lives without them nowadays. It’s the most important device in our daily lives and we use it not only for calls and messages, but also for research, taking photos and gaming. In fact, the average German (age 18 to 24) takes a look at their smartphone 56 times a day.

Of course, marketeers already use this device for placing ads wherever they can and interrupt your research or whatever you’re doing on your phone in that moment. Nowadays, it’s getting more common to use digital games for placing ads and get the players’ attention as well. Every second a smartphone user in Germany uses digital games as a way to pass the time. Even if it’s just for a few minutes while waiting for the bus etc. People identify themselves with characters and missions and are so focused they almost forget the world around them. This screen-attention is very attractive for companies, so they use it in their marketing strategy. They’re placing ads in between different stages/rounds of the game, because people are so focused on the screen, they likely read the ad/content attentively. Companies are able to focus on specific target groups and potentially reach new customers. But here too it’s important to have a good story, because a good story will be remembered!

Print is important!

Four ways in which print-marketing can be useful

1. Awake customer interest: Digital products are more and more common, and customers try to avoid the huge amount of digital ads. The effect of that is that the customer is annoyed and loses trust in the brand. In print, they often make a conscious choice as to whether they want to read the article, advertorial etc. or not, instead of getting spam mails.

2. Gain a long-lasting good impression: The one thing that makes print different from other media, is the fact that the customer not only sees it but also feels it. Holding a newspaper and reading it, conveys a longer lasting impression. The “real” experience, that comes with print media, will stick to the brain and creates long-lasting memories.

3. Addition to digital products: Even though we talked about losing trust in the digital world, digital won’t simply disappear. So the ideal way to deal with it, is to combine print and digital and go for crossmedia. You can include for example a QR-Code in a brand-ad, so the readers see the printed ad but can also find out more about it on the web. This way the customer has the option to choose how they want to interact with a brand.

4. Lively campaigns: Print offers multiple chances to be creative with formats and material. There are various options to spread messages and create the content the customer wants to see.

In addition, a new research shows that print creates attention and trust:

Newspapers are the number 1 most reliable news source

The research by Panel Inzicht was conducted in June 2020 in The Netherlands amongst 1000 readers of magazines and/or newspapers in the age-group of 25-70 years. A similar research was held in 2017, therefore a good comparison can be made.

Let’s round it off with some numbers!
Experiencing newspapers
– Sixty-six percent of the readers felt relaxed while reading a newspaper
– Sixty-four percent talks to others about topics from the newspapers.
– Forty-nine percent experiences reading a newspaper as a little present for themselves
– Thirty-two percent develops a better understanding of themselves with the help of newspapers
– Sixty-three percent thinks that what they read is a valuable contribution to other media

Experiencing magazines
– Seventy-three percent really considers reading a magazine me-time
– Sixty-five percent gets inspired by his or her magazine
– Sixty-three percent thinks magazines are still current. In 2017 only fifty-one percent thought this
– Forty-one percent appreciates recommendations from magazines and thinks those suit to what they like themselves
– Also forty-one percent develops themselves better with the help of a magazine

How to reach Generation Z

Online, Generation Z is a hot topic. The consensus seems that they are the hardest target group to reach, immune to marketing and above all, they are an opinionated generation. But can they really not be reached?

They are for sure unique, but not unreachable. The question is how do you reach them in the best way? Website think-online.nl tells us how:

What Generation Z looks like
Generation Z is a generation of digital natives: a group that has grown up in an era where internet and mobile phones are a common good. They have always had technology within reach and have known its possibilities from a very young age. They are born between 1995 and 2010 and are well cultivated and street smart. However, they are also cautious and alert: they have a good sense for fake news, because they were and are raised in a world full of insecurities, with terrorist attacks and economic crises being shown to them on a daily basis.

What does not work with Generation Z?
In a world full of marketing, Generation Z has built up a filter. You cannot reach them just by setting up flashy campaigns. In addition, traditional media such as radio and television are less popular amongst them. So, if you want to reach them, you must do it via an online platform. And keep your message short, because the Generation Z has a concentration arc of about eight seconds.

But what does work?
Generation Z has its own approach to the world, but that does not necessarily mean that it’s difficult to reach this group. If you choose a short but powerful form of communication to connect with this group, with a focus on visuals, you can reach them. Tell authentic stories, be honest in what you say and make sure your stories cannot be considered fake. Generation Z appreciates experiences, so respond to that with your message. In addition, it is important to show that you thought well about your product or service and show that you thought about the way you communicate in general.

How to reach Generation Z?
As you can see, Generation Z is not that unreachable. Show them that you appreciate them and don’t underestimate them. Approach Generation Z on the online platforms and choose honest and genuine communication. Keep your message short and respond to their needs with visual communication to make an impact.

Why we need stories

In uncertain times, stories are of more importance than ever. They cause social cohesion and help us understand each other better. Next to that, they also help to entertain us and take our minds off our worries. They bring people together to make sure a candidate becomes the next president or not. But also within companies stories seem to be like glue and they are essential for brands not to disappear, according to the website emerce.nl.

In the eighties scientists at the University of Parma did a research of the hand movements of apes. With MRI scans the hand movements were followed when the apes were eating nuts. During the investigation a scientist also started to eat the nuts, while the apes were not. They registered the exact same brain activity with the apes. To the apes, the experience of watching someone eating nuts was the same as eating the nuts themselves, due to the mirror neurons.

A story gets its power from the person who is telling it: the writer, the brand, the film director. People are touched by a story because of the human connection they can make with the narrator. The imperfections make a story human and therefore recognizable to people. The mirror neurons not only activate when we experience something ourselves, but also when someone else experiences it. Now that we are finding ourselves at home more than ever, and we only have our daily or weekly zoom meetings, to discuss what we did in the weekend is just as important as discussing budgets, targets and content plans. In this way, we can connect with our colleagues and it gives us the feeling that our colleagues hear us.

The crisis also changed the position that brands hold, according to the website emerce.nl. A brand consists of one or multiple stories and the possibility to tell those stories offline have become very limited. Therefore it’s important to tell those stories in a different way. Otherwise you would simply disappear. Online became a popular way for brands to tell their stories and now that our online connection with the outside world has become so important we must try to make it as human as possible.

It’s getting personal with personalized marketing

Marketing experts know that personalized marketing is getting more and more important. A lot of people like getting personal with the brand, so they feel comfortable and trust the brand. In content-marketing we follow the strategy “Think like the client! Try to find out what they want and listen to their needs.”

 

In this article you can find out what mistakes you should avoid and how you can use personalized marketing in the right way.

 

First of all: Users like it personal! The personal aspect, like a personal greeting in an e-mail, is what we expect nowadays. Just like the recommendation of a product you might like, based on products you bought before. A study from 2019 says that 72% of the questioned people only pay attention to content if it’s personalized and based on their interests. 86% are concerned about the data protection though.

 

If you use the first name, make sure the information about the person is correct and the name is spelled right. For B2B it’s more important than for B2C because if you have huge clients with a lot of responsibility, you can’t be wrong with the name or job description here.

 

Next to that it’s important to know your target group. Some buyer personas are more likely to convince than others. For example, younger people think it’s normal to get personalized ads via Instagram or Facebook, while older users might react different to that.

 

You know your target group, so find out if they like the personal touch and how you should use it. But keep in mind: If there’s nothing to personalize, then don’t!

Writing copy: Do’s and Don’t’s

We all know someone who can write a nice text, but not everyone can write great copy. These ten tips will help you and your customers write better texts that really catch the eye.

 

Don’t 1 – Too much jargon

Of course you understand everything about the sector you work in, but you cannot expect your visitors to have the same kind of knowledge. Avoid using jargon in webtexts, blogs, social media posts or marketing messages. Make sure you use language that is understandable for everyone.

 

Don’t 2 – Avoid clichés

Standard texts will not make you stand out from the crowd. Avoid things such as stating how long your company’s been on the market for, or sentences like “your partner in…”. These sentences do not make you stand out, in fact, consumers don’t understand why they have to pick you specifically.

 

Don’t 3 – Keyword stuffing

Using the right keywords in webtexts or blogs is a good idea, but do make sure you don’t go overboard with it. Using too many of them, or using the same word to often isn’t just annoying for your readers, it actually isn’t good for your Google results either.

 

Don’t 4 – Using too much text

Visitors will scan your texts to find out whether they think it is interesting. They only spend a couple of seconds on this, so you can imagine them giving up when they see a large amount of text. It just doesn’t invite you to read more. Whether it’s a web text or a blog, make sure you keep it short and simple.

 

Don’t 5 – Using multiple ‘titles’

This one doesn’t go for English as much as it does for Dutch and German texts, but make sure to be consistent in the way in which you address your audience. Will you go for a ‘formal you’ (u, Sie) or the ‘informal you’ (je/jij, du). Both can be fine, as long as you pick one and use it consistently throughout the text or publication.

 

Do 1 – Know your audience

A good text is not written for everyone, it is written for those you want to reach. So it is important to know who your writing for, what their problems are or what they’re looking for.

 

Do 2 – Break up your text

Use different paragraphs. As mentioned before, using too much text isn’t comfortable to read. Using paragraphs makes it easier to scan a text and makes it look more interesting. This allows you to hold your reader’s attention.

 

Do 3 – Use catchy (sub)headers

Readers like a good (sub)header. If you start every paragraph with a catchy one, this immediately captures the attention of your readers. It is also good for your SEO.

 

Communication during a crisis

Jonathan Andersson 13/07/2020 0

As the days and weeks pass by we accept the crisis and living with the virus more and more. That is good, but companies can also use the crisis as a unique opportunity to take market shares. Hereby some good tips:
 

1. Don’t stop communicating. 
The show must go on – no matter if you are struggling with bad days or problems. People spend way more time with consuming news online and offline, Instagram, Facebook etc. than usual, so you have better chances to reach them and to interact with your taget group.

2. Adapt your communication and offer solutions.
Knowing the problems your clients and/or target groups are suffering from is fundamental for effective communication. You should be able to offer them solutions and help them through hard times. If that is not possible due to different reasons, it’s more important than ever to stay communicative and give them the feeling that they are not alone in this.

3. Be flexible.
Everyone who checks the news often notices that everything – the law, rules, economy and everything around us changes very often. Therefore the communication should also be flexible. It’s important to respond to the changes. Worst case would be to spread old information or unconfirmed rumours!

4. Stay focused. 
Stay true to your usual communication language and choose of words.
Your communication has to be trustworthy, and be careful in choosing the right channels to spread your message in, especially during a crisis.