Marketing News: What makes people recommend a brand to others?
Mix up your content to broaden your brand’s reach
Spreading your brand message can be a complicated undertaking, especially in today’s fast-paced world of business where consumers have so much information being thrust upon them all the time.

Understanding the different forms of content production and the tasks that go into creating a successful content strategy can therefore be a daunting process, so here we’ve broken down some of the key elements.

Power of the written word
Blog content is often seen as the bread and butter of an impactful content strategy, and there’s a strong reason for this. Research from HubSpot shows companies which have an up-to-date blog on their website receive 67% more leads than those who neglect this.

Meanwhile, figures published by TechClient show websites with a blog have 434% more indexed pages on average. Overall, 37% of content marketers believe blogs to be the “most important type of content marketing” for any business.

Make your content visual
However, it’s not just paying attention to creating quality written copy that will help your brand to stand out from the crowd. Companies which attract the most attention are also now moving into the realm of the visual. With growing customer appetites for eye-catching, innovative content, the use of video in content strategies is now highly recommended.

Indeed, video has come to the fore in terms of its importance to marketing success in 2019, with a recent study by Vidyard highlighting how 83% of marketers now believe this form of content to be “more important than ever.” It offers an opportunity for businesses to create engaging, entertaining content and is ideally suited for sharing on social media – itself an increasingly profitable area for marketing focus.

Focus on personalisation
Finally, delivering an impactful brand message relies on organisations knowing exactly who they are speaking to and tailoring their content to reach their target audience. This is where persona research into your typical customer groups will prove crucial; however, there’s also a growing appetite for content that offers a more personal touch.

Personalisation is an increasingly important trend at present. It represents brands drawing on the data of their customers to tailor marketing messages and content to their specific needs/interests. By using existing customer data to inform decisions like what services to promote or products to advertise to specific groups or even individuals, you should see a better return on your marketing activities.

Integrated campaigns which use a wide array of content types therefore stand the best chance of spreading your brand’s message far and wide. Incorporating multiple styles of content and carrying out the necessary research to target your message effectively is now essential to a successful content strategy.


Further reading / sources
10 Reasons Blogging Should be Part of Your 2018 Content Strategy. HubSpot
The Blogconomy Infographic. TechClient
B2B Content Marketing. Content Marketing Institute
The State of Video Marketing in 2018: Demand Metric Report. Vidyard
Elevating the Customer Experience. Data and Marketing Association