Important digital marketing techniques: Content creation in the ‘new normal’

No matter what industry you are, or what products or services you offer – digital marketing is an essential part of a business and it cannot be ignored. Many years ago, companies simply needed a website and a Facebook page but as the digital landscape evolves quickly, it’s difficult to play catch up.

At present, virtually all successful businesses have an online presence. In 2020, when the COVID-19 pandemic hit hard and almost everyone was told to stay home, boosting your digital presence is a must in order to keep your organization at the top.

Keep in mind, Digital Darwinism is an unforgiving reality. If you don’t adapt, you’ll surely be left behind.

Content that educates

A majority of content marketers use educational assets to nurture leads and build audience trust. Some examples would be the use of informational blog posts, white papers, infographics, and quizzes.

Deploy bite-sized content

Microcontent is a small group of words which can be skimmed by your audience to understand the wider message of your entire article. It could include a sentence, a paragraph, an image, a meme, a 20-second video, a checklist, or even a quote. The majority of people are already tethered to their smartphones, so it is only natural to serve up knowledge into quick, bite-sized pieces. The average attention span of a reader is just 8 seconds.

Personalize messages

This is more applicable for e-mail content marketing where you need to personalize your brand messaging by looking into analytics and understanding demographics, affinity categories, and in-market segments. This is not just about adding the first name to an email greeting, but it requires really digging deep into your targets’ minds and discover their needs, wants, and fears.

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