What 2015 holds for digital marketing isn’t entirely clear, but speculation has already begun about certain aspects that will gain special relevance and that we’ll need to watch closely, such as content marketing.
Agencies, media and digital marketing professionals agree on one fundamental point: content is still King. And, as such, it must continue to get the relevance it deserves.
If in 2014 content marketing evolved and established itself as a core online marketing strategy, this year we’re sure it will become an essential part of any serious marketing strategy.
But what is content marketing and why is it so important?
Before explaining how important content marketing will be in 2015, let’s explain what it is for those considering adding it to their digital marketing strategies.
Content marketing is the creation, by companies, of content that generates value and engagement among their audience. In other words, creating unique, interesting, high-quality content that drives interaction among users.
If Google has a fetish, it’s quality content, and it’s obsessed with companies, especially small eCommerce businesses, producing unique, original, high-quality content that directly benefits users. It seeks interaction above all, the engagement of millions of users, without them feeling overwhelmed by information overload. Google is rewarding originality.
Another key aspect of content marketing is that creating quality content not only helps boost our brand but also improves our search engine rankings. It’s well known that this type of content is clearly rewarded with greater brand awareness and a positive impact on the online store’s SEO.
Content marketing for my eCommerce?
I’m asking a lot of questions, I know, but I also know this is the question on the minds of many online store owners. The answer is simple: yes, and here’s the formula:
The more quality content your eCommerce has, the more impact you’ll have among your social media followers and the more your personal brand’s potential will grow.
But is investing in content marketing the same as having a branding strategy?
Yes and no. It’s true that creating content aimed at understanding customers’ tastes and wishes helps achieve the online store’s commercial goals, but it doesn’t have to be a branding strategy. We should drive a content strategy not only to make our brand better known, but to encourage interaction with customers.
Consider the following figures:
- Websites with a blog have on average 434% more indexed pages.
- Quality content generates 97% more links.
Key aspects of content marketing for 2015
Content marketing has evolved, and in 2015 it will focus on three fundamental aspects:
- Personalization
Consumers are increasingly diverse, and to reach all these new user types, content must be more and more personalized. In 2015, brands will know their customers’ interests much better, and content will be created to meet their expectations, tailored to what each of them seeks and wants.
- Social media impact
Search engines like Google increasingly take social media into account when judging content and its usefulness to users. The focus should be on creating stories that interest the audience and become highly shared content.
But here’s something you should know: social media won’t kill content marketing. They won’t get rid of it because they need this flow of new, original and interesting content for companies to keep growing in online channels.
- The right balance: quality vs. quantity
In 2015, content marketing will focus on striking a balance between quality and quantity. This will be one of the biggest challenges, as more and more will be created without wanting to sacrifice an ounce of quality.
We’ve seen how content is the best tool to connect with your audience, understand their interests and give them useful, relevant information. It’s time to move away from “trying to sell” and toward “providing interesting information”.
2015 has begun. Will you invest in content marketing for your eCommerce?
