Technology has continued to shift the buying power over the last few years through companies like Uber and Airbnb, for example. Consumers now have more control than ever before over their choices of goods and services, especially with the continual advance of mobile smartphones and their applications in our daily lives.
Almost two-thirds of Americans are now smartphone owners, according to Pew Research Center, and many of them use their devices as their primary connection to the internet. The firm lines that used to define the time and place we should reach out to our potential customers through advertising have fragmented. The points of contact have now broken into minute-by-minute segments, instances when consumers reach for their phones in the middle of their lunch breaks or while they are waiting in line at the bank, to engage, research and make purchases. Real-time relevance is what they are looking for and the opportunity is now available to reach them in these in-between moments, at any time of day and at all stages of the sales funnel. So are you ready?
In this world of modern consumerism, marketers aren’t just promoters of their brand anymore…they’re now becoming publishers. Your 2016 marketing budget needs to accommodate a significant focus on creating meaningful content so that your company can remain competitive, no matter your industry. As Google is increasingly rewarding those providing valuable content to the public, it is imperative to focus a significant amount of your marketing efforts on a strong content creation and distribution strategy.
Content Meets Context
According to Google, “90% of smartphone users polled have used their phone to make progress toward a long term goal or a multi-step process while ‘out and about.’” One step at a time, consumers are researching, planning and taking little steps toward big actions. What does this mean for marketers in 2016? It means switching gears and considering more needs occurring in-the-moment of your customers to determine what type of content and delivery you can provide them to ease their pain points. This is a time when context, like location and time of day, is really going to come into play more than ever before. You need “snackable” content, optimized for mobile devices, to answer consumer questions in real time. Set aside enough of your 2016 marketing budget to narrow the focus of your content marketing strategy to consider this forward-moving trend of constant contact on-the-go to reach your target audience in the moments that are really going to matter most…when they are online, asking the questions you have the answers to. By distributing original, valuable content through the right channels, you will increase your chances of putting your brand in front of qualified leads.
With more and more people making decisions in the palms of their hands, the call for content is loud and clear! The rise of ad-blocking features increases the urgency to implement a solid content marketing strategy, as consumers are finding ways to stop unwanted digital ads before they start. Without the implementation of a powerful content plan, your paid ads can no longer act alone to drive traffic and sales.
The public is overwhelmed every day with ads and they are looking for quality content to deliver answers when and where they are already searching for the information. Gone are the days of cold calling and force feeding ads down the throats of consumers. The world is at our fingertips now, and the best way to reach customers is discretely, by spreading helpful, informative, valuable content to your audience when they are searching for it.
High-quality content is going to be your path to organically converting strangers into customers and ultimately into promoters of your company. For more information on Paveya’s content marketing strategies to help you prepare your 2016 marketing budget, GET YOUR FREE QUOTE!