The landscape of digital marketing is changing quickly.
As new technology trends become more prominent, they inevitably start affecting the digital world as well, so any business that wants to be overshadowed by their competition must keep close track of what’s happening.
This holds especially true for building brand awareness – the digital marketing landscape is more crowded than ever, so merely having an online presence is no longer enough to ensure that your brand remains on the minds of your customers.
Luckily, if you do stay ahead of the curve and understand the new developments in the digital marketing world, you can gain a huge advantage over the competition and quickly start dominating your market.
Read on below, and find out a few of the most prominent digital marketing trends that are reshaping the industry and making the biggest impact.
Video Marketing Isn’t Going Anywhere
Although some of the figureheads of the marketing world have touted the video marketing boom as coming to an end, that couldn’t be further from the truth.
In fact, according to a study by Cisco, quite the opposite is true, as video is projected to attribute for more than 80% of all web traffic by 2019.
So while many businesses are still hesitant about using video for their digital marketing efforts because of budget concerns or lack of resources, the truth remains that it might be the most cost-effective way to get in front of your audience and increase your brand awareness.
Video marketing can help you provide informative and visually-rich content that not only educates your audience and conveys your message, but also offers opportunities for branding, positioning, and even entertainment, all of which can be very powerful tools when trying to differentiate yourself from the competition.
If you can find creative ways to help your audience overcome their roadblocks and demonstrate your product as the solution in your videos, that can serve as social proof that cuts through any reservations or skepticism and allows you to land more sales in the process.
Video is different from other forms of content because of two reasons it’s much more engaging, and it doesn’t require as much effort from the viewer to consume compared to a written piece of content.
Because of that, you will not only be able to engage a larger portion of your audience but will also be able to entice a much more powerful emotional reaction through sound and video.
Alright, so it’s quite clear that video marketing is awesome for building brand awareness. But can you afford it?
Well, the truth is, it’s never been cheaper to produce quality video content – just look at some of YouTube’s biggest celebrities, who are able to attract millions of viewers each month with simple made-at-home videos.
If they can do it, so can you – even a good smartphone camera with a tripod can be enough to get started if your content can offer value.
Social Stories – a New Form of Content
Another type of content that’s just beginning to show its full potential is social stories. First appearing on Snapchat, social stories have now spread through most of the other social media platforms and are becoming increasingly popular, both among casual users and businesses.
But what makes social stories so compelling? Well, their effectiveness lies in the way that they’re constructed.
Unlike traditional posts on social media which stay on your social media forever, Stories are temporary. And while that may seem discouraging because you lose the long-term potential that a piece of content can bring, the fact that it’s temporary also offers some unique advantages that can be very beneficial for building your brand awareness.
Usually, when publishing any content on your social media feed, you need to consider the long-term implications that it will have on your brand and whether it’s consistent with your voice.
But with Stories, these concerns don’t exist – since they only last for 24 hours and then disappear, you can allow yourself more freedom and be informal with your subscribers, which can help your brand build a more approachable image.
Be Present on Multiple Platforms
If you want to reach as many of your potential customers as possible, you need a presence on all the main platforms, not just Facebook.
Different people hang out in different places, so you can’t limit yourself to just one place where you post content and should repurpose your content multiple times, otherwise promoting content on social media will not bring you the desired results.
After all, creating quality content is hard enough, so make sure to use each piece of content as much as possible.
For instance, if you create an in-depth how-to article, don’t just post it on your blog and share on Facebook. Today, it’s easier than ever to repurpose that article into a video, a podcast, an infographic, or a slideshow.
All of these types of media can be published on different platforms, generating you more reach and increasing your brand awareness in the process.
And if you can embed a Facebook video into your article, you can not only significantly enhance the original piece of content, but also add a link with your social media page, which is always useful when trying to re-engage the same prospects.
Always Think Mobile-First
The rate at which mobile is taking over the web is staggering. According to a 2017 BrightEdge report, mobile devices were responsible for 57% of all online traffic, and that number’s likely to increase even more this year.
So while responsive design and a mobile-oriented UX are mandatory if you want to survive online, it’s clear that mobile users should be the priority in all of your digital marketing efforts.
And that extends beyond your website.
All of your content on different platforms should be catered to mobile devices – while the platforms themselves make sure that this is rarely an issue, when it comes to promoting that content, you need to ensure that mobile users aren’t neglected as well.
For instance, when advertising on Google, you could make full use of Google’s mobile search ads that are specifically tailored to drive action from mobile users. It allows taking advantage of Google’s mobile ad extensions such as a call button or other relevant call to actions.
This change alone can make a significant difference in your click-through and conversion rates.
High-Quality Content Still Matters
Finally, no matter what type of content you decide to produce for increasing your brand awareness, it won’t bring the desired results if it isn’t high-quality and relevant to your target audience.
No matter how rapidly the digital marketing landscape might be changing, the fundamental principles of content marketing remain the same.
Cutting-edge content marketing growth hacks will never replace the basic principles you need to follow in order to be successful online. Content marketing boils down to two things – 1) identifying the core problems of your audience and 2) offering specific solutions to help solve them and guiding them through roadblocks towards the decision to buy your product.
The format and the quality of the presentation aren’t nearly as important, although they do play a role.
But how can you create useful, informative content?
Well, it all starts with getting to know your audience. If you know the questions that they’re asking or the problems that they’re facing, the first step is trying to address them.
Instead of just talking about the product and all of its benefits, good content focuses on the problem first and then positions the product as the natural solution that checks off all the necessary boxes.
Now, if you can also find a way to position your product against the competition, and be entertaining in the process, there’s no limit to how far your content strategy can get you. You could create an entire branding campaign solely on differentiating yourself from the competition through your company.
Finally, even though ranking content on search engines is always a priority, it’s important not to focus too much on finding the best keywords for SEO and instead try to make the content as informative and relevant as possible.
Today, Google’s algorithm is able to distinguish quality content from spammy articles that use keyword-stuffing, so if you just focus on quality, search engines will reward you without the need for any tricks or special tactics.