What’s hot? Ringing in the new year doesn’t necessarily require a revamp of current strategies. But it does call for a closer look at burgeoning digital and social media trends along with new tools on the horizon. Where do you need to place your focus to maximize your marketing efforts and boost business success?
A New Definition of Evergreen Content
In the past, social media platforms catered to snack-sized, temporary content forms designed to be consumed at brief intervals. Recently, there has been a gradual shift toward permanent content. Unlike traditional “evergreen” content, however, the M.O. of social media is still real-time posts that can be specific to one moment, event or experience. (e.g. Snaps from a one-time conference or a Insta story about your lunch burger.)
Platforms are now creating ways to make the content permanently available. For example, Instagram recently launched Stories Archives, allowing users to save and repurpose their stories, along with Highlights that showcases “permanent” video compilations on the user’s profile. So much for the 24-hour lifespan. Businesses should leverage this opportunity to create content with consideration to future repurposing. Not only does this alleviate hefty content planning, it also can add credibility by reconnecting the audience with past successes, products and appearances.
Short Planning Periods
The days of the annual content calendars are bygone. Both technology and social media platforms introduce new products and features weekly, monthly and quarterly. Yes, create a content marketing game plan commensurate with sales and business goals. But devise an internal system that allows (and even requires) you to revisit and adjust strategy frequently. Create an arsenal of resources to stay updated on consumer behavior and social media trends.
Laser Focus on ROI
With the predicted downturn in the economy, businesses and consumers alike are watching budgets with a close eye. Although this should be nothing new, marketers need to continue to craft strategies based on detailed performance analytics that evaluate multi-faceted variables and KPIs. Fortunately, the digital landscape is replete with powerful tools and user-friendly platforms, like Simply Measured.
Video, Your (Not-So) Secret Weapon
Social video generates 1200 percent more shares than text and images combined. Video on a landing page can increase conversions by 80 percent or more, and video can also drive a 157 percent increase in organic traffic from SERPs. Digital platforms evolve almost weekly to accommodate both instant and highly produced video, such as the good ‘ole Facebook cover photo (that can now be a video). Live Streaming claims center stage boosted by extra tools, like Facebook’s new Creator app that allows you to pre-create intro and outro segments for your live segments. Leverage easy editing tools, like Magisto or Animoto, to create and polish content straight from your phone.
Don’t miss these opportunities to maximize every inch of your strategy. Want to bounce around some ideas? Shoot us an email!