the evolution of Content Marketing – WAU
From its first appearances to the trends expected for the coming years: the path taken by Content Marketing was filled with creativity and the search for engagement. Understand the content phases and, for valuable insights into the future, download the third edition of Websites Are Us Magazine!
Content Marketing has emerged as a more humane and less hassle way of reaching customers.
With educational content and a well-defined customer journey, the strategy uses the internet to connect with people looking for solutions to the pain they face on a daily basis.
And this mindset – problem solving, while building the brand idea in the minds of readers – has been used since the first existing Content Marketing reports.
Whether in the distant 1900s, in the well-known case of the Michelin Guide, or with the Jell-O gelatin recipe book, in 1904, the strategy of educating readers until they are mature enough to be presented to your company brings results. .
More than knowing the past, it is important to understand where the strategy is in the present and how far it intends to reach in the future.
Thinking about it, we brought here an excerpt of the content “From the past to the future of Content Marketing”, present in Websites Are Us Magazine 3rd edition.
And, to stay on top of all the trends confirmed, including by the CEO of Websites Are Us, Diego Gomes, just download it at the end of the content.
The evolution of content
A lot has changed since the first blog went live. Before, it was enough to repeat the keywords at random in the text for Google to find it.
After several changes in the search engine algorithm, the search results started to favor articles that have consistency, which benefited the user’s learning.
In this slow progress, we quickly realize that in the digital world, human interactions are rare. Still in 1999, because of the WebEx Meeting Center software, webinars came to life to try to make up for the lack of close contact.
A year later, the first social networks arrived. These digital places, still sparsely populated, were occupied by people who were learning in an incipient way to deal with the virtual.
This beginning, even if a little blunt, had an aspect that today several brands try to recover in one way or another: authenticity.
Interacting with fun posts and hilarious comments is not enough and there is no simplistic formula for generating engagement. Looking at some brands can provide valuable insights, such as Netflix, with its authentic voice, full of personality and courage to position itself.
Marco Tulio Kehdi, Founder, COO & HR Director of Raccoon – an agency awarded twice by Google – believes that the way users use channels is always changing.
“People are more participative on social networks. For this reason, it is essential to build publications that value this behavior, such as polls and campaigns that encourage the appointment of friends. Platforms also understand the trend and, probably, we will have more and more options that facilitate this strategy ”.
The RBIP (Raccoon Business Influencer Program) is one of the most recent actions that Raccoon is working on. The idea is to position a key company personality as a reference in topics of high corporate value.
As a main channel, they use that influencer’s personal LinkedIn profile. According to Túlio, the action is very representative in terms of engagement for customers in the B2B sector.
The forms of engagement continue to grow
When Seth Godin developed one of the most popular e-books of all time in the year 2000, and distributed it free of charge, he did not expect the material to succeed.
The archive had more than one million downloads and was responsible for creating a new content format for brands to explore – just like newsletters, white papers and e-books are great tools to attract leads.
While it is an effective medium, rich content faces a challenge as marketing evolves. The amount of information just increases and the way the user interacts with online content has changed dramatically.
In contrast, the growth in the number of videos does not detract from the hegemony of YouTube, a platform created in 2005. The audiovisual format is the third most used content model by companies. Therefore, several initiatives about videos have been put in place.
With the volume of blog posts and other popular content, it didn’t take long for Hubspot to develop the concept of Inbound Marketing. The idea of 2006 became popular in 2009, with the publication of the book “Inbound Marketing: be found using Google, social media and blogs”, by Brian Halligan and Dharmesh Shah.
The concept also opened doors for newsletters. Fifth among the most used content formats, they are a proof of love when it comes to engagement. Almost 15 years ago, cold lists began to be revised and the relationship with leads by email gained more strength.
Another fact that greatly interfered in the engagement of the content and in the experience that the user had with them, was the launch of the first iPhone, in 2007. The way we consume content started to fit in the palm of the hand and companies were forced to reinvent themselves .
The investment in apps does not stop happening and no wonder Google ranks the sites optimized for mobile with higher results. At the end of 2018, mobile sales grew 82%, according to a survey by Rakuten Digital Commerce.
Still in the universe of Content Marketing, other forms of text, which go beyond the verbal, gained more strength. Visual texts – photos, illustrations, infographic – go hand-in-hand with words and are important points for ranking an article in search results.
If Google Images was created by the high demand for a Versace dress worn by Jennifer Lopez, today employing the images that roam the virtual world in content intelligently increases the likelihood that the search engine and similar platforms will link a page closer to the top.
Something similar happens with infographics. Very useful to enrich written content, share on social networks, generate leads or link building, they have gained tremendous popularity in recent years, especially since 2011, when searches for the topic increased by 800%.
Ranking of the best marketing tactics:
Contents that matter
In a world that heaps up data and information, content needs to be important to those who seek it.
Case studies are one of the most powerful forms of social proof to get someone to make the purchase decision. If two companies offer similar products or services, and one publishes the story of how it helped the customer to boost results, it is the one that wins over the competitor.
Setting examples is a powerful form of persuasion when the reader is inserted in an environment that does not always validate his information. This is also why research remains a valuable source to answer the questions of those who search the internet.
Content Trends is proof that these studies are necessary for the manager’s decision-making process. Since 2015 to date, only at Websites Are Us, there have been more than 20 surveys produced in different areas of Digital Marketing and market sectors. Around 20 thousand people participated in the interviews.
What will become of the content?
To find out what are the predictions for Content Marketing, download our magazine!
In it, we will deal with the theme “Experience and engagement: the future of content”, through content on podcasts, user generated content, humanization of brands, interactive content and more.