Frassadys’ Make Money Online Blog-Successful Content Marketing Trends 2016
For the marketers that are relatively new to the industry,let’s start with describing Content Marketing.
What is content marketing and how do you use it in the general online marketing scheme?
Content marketing is the production of written, video, audio, or other online content niche material,by an author,webmaster,or developer of a brand,with the goal of culling a niche audience and establishing authority within a market.
Many internet marketers who want to develop their brand host Q&A’s.
Also,try to incorporate well known people in your niche as guests for live interviews.
In the live streams,talk about current issues in the internet marketing industry.
It’s all about Communication
The key is always two-way conversation,because two-way conversation is two-way communication.
Have you ever talked to a person who talks one-way only about himself and doesn’t hear a word you say?
This is what’s known as one-way conversation or one person talking,and this won’t work when you are dealing with niche peers and customers.
The most effective communicators are listeners and effective communication is about two-way conversation,and listening to what the other communicant has to say.
You may ask,isn’t blogging essentially one-way conversation?
Not if you are actively involved in your niche with your peers and your customers.
You always write articles that people want and need to read.
Just as your videos are topics about which viewers want to see and learn from,and your audios are what they want to hear. (commj)
Online business owners’ brands that aren’t effective yet,will need to propagate their brand by communicating effectively with their prospects,you know just like you talk with a friend.
It’s an internet marketing concept that some from the old school of online marketing haven’t come to grips yet,let alone develop properly.
You will need to communicate effectively,it will have a significant impact on how well your brand is perceived,and two-way honest communication is always the best. Tone of voice
When creating content for your brand, consider the tone of voice.
Your tone can help you stand out from competitors, communicate efficiently and effectively with your audience and share your personality.
Keep in mind, it really isn’t what you say,when establishing brand,but how you say it.
You can pervade your web copy with a distinct, clear, consistent and relevant to the target audience tone.
You can’t create a robust and effective user experience without a distinct tone of voice.
Tone of voice will differentiate you and your brand,and show your personality.
This of course with help you gain and retain customers.
Obviously,your personality is always consistent,but the tone could vary as you adjust your process to find the correct tone as each project can have its own identity.
Tone of voice is only one part of a brand, so it is only a small but significant part of the internet content marketing skill set.
The tone needs to fit the personality of the online company.
A clash of tone with, the small online company brand identity can have negative effects on how your company is viewed.
Get a clear picture of your brand, including colors, language and imagery.This will help you ascertain the most applicable and trustworthy tone of voice.
de escalating advertising costs
This may or may not be applicable to the small business owner in 2016.
The corporations and large businesses,with an online presence,will probably continue to dominate the five to ten dollar per click Google Adwords marketing venue.
The small and medium-size online businesses will shy away from the expensive large search advertising, to utilize their advertising dollars in social media adverts and other less expensive but effective platforms.
Moreover,marketers will use paid or organic content advertising in the smaller search engines like Bing or Yahoo.
They’ll use organic SEO content marketing in the larger search engines like Google.
This trend should bring the costs down.
Advances in technology has also helped redefine the online markets,with mobile becoming more important,as applications continue to increase and advance.
Witness China’s WeChat,the mobile app that has given the giant search engine Alibaba significant advertising competition.
The Los Angeles Times reported that small online businesses are taking advantage of a depressed media market and increased access to technology to produce successful marketing campaigns.
Too expensive in the past, adverts on TV and billboards are seeing growth from small online businesses that are leaving large search engine PPC advertising, because the cost is getting more prohibitive.
Furthermore,with the cost of PPC advertising becoming too competitive and costs increasing,the cost of TV and other advertising could be within the reach of the medium and small online enterprises.
Note the infographic below,which has online advertising going ahead of TV advertising for Ad spend in 2016.
Keep in mind,that this includes companies that are online only and bricks and mortar companies with an online presence.
One of the significant reasons for this shift,besides reach of course, is measurability.
TV advertising is very hard to measure anything besides ROI.
What does all this tell the small and medium online business owners for 2016?
I believe the emphasis should still be oriented to Search and Display advertising in 2016.
But remember the issues with banner advertising, as Ad blocking grew by 41% globally in the last 12 months.
There are now 198 million active ad block users around the world and the majority of internet users don’t trust banner ads.
The most sobering statistic for online marketers is that most online marketers are wasting serious money on the web.
It appears that banner ads may be responsible for some of that waste.
Recall the concept banner blindness,as enquirers on relevant websites don’t even see banners because they have become so blasé.
Remember, display advertising is the use of the Internet as an advertising channel in which relative advertisements appear on other websites,or a network of websites.
Groups of publisher websites in the same niche are called display networks.
Recall, a publisher is a site,or group of sites, that displays relevant adverts.
The adverts contain information such as audio, text, logos, and static or animated images.
Display adverts are purchased from the publisher by the advertiser as Pay per Click or PPC,or Cost per Impression,that is,CPM.
Take a look at the pdf by clicking the image.
Paid and organic Search will still be the predominate advertising channels in 2016.
Display networks will still be an effective channel,but you’ll need to get into the larger more popular display networks.
Moreover,remarketing is the most effective tool when it comes to the display networks.
Remarketing means that a cookie is set on a visitors browser,and they will return to your site or page based on the browser cookie. Check out some of the top display networks here .
The other piece for successfully negotiating online advertisting in 2016 is Search.
Query volume continues to grow every year,and will continue to grow in 2016.
Obviously,it will not grow as fast as it had grown 10-15 years ago,when the search engines were just starting to gain in popularity.
I’d mention paid Search and organic Search.
Recall paid Search is the fastest way to get into a favorable SERP position.
Organic Search takes time and effort,but is still an effective way to advertise in 2016.
Search advertising takes more technical expertise because you have to be proficient at keyword research.
According to the infographic above,Search will fall slightly,however, it will still dominate the advertising channels with 33 billion dollars expected to be spent on Search.
Keep in mind,that organic Search predominates over paid Search.
In other words 94% of enquirers will click the relevant organic blog.
Google likes lots of well researched content and keywords that fit organically into the content.
Click the image Google SEO starter guide.
Ok,I’ll need to put a wrap on this edition of Frassadys’ Make Money Online Blog called Frassadys’ Make Money Online Blog-Transitioning into 2016 for the Small Online Business Owner,but I’ll leave you with these words: I hope that in this year to come, you make mistakes. Because if you are making mistakes, then you are making new things, trying new things, learning, living, pushing yourself, changing yourself, changing your world. You’re doing things you’ve never done before, and more importantly, you’re doing something. Neil Gaiman