Content marketing is not merely effective today. Its efficiency is growing with every passing year, according to statistics. People today devour massive amounts of content daily, so providing them with the top-quality stuff is the way to set yourself apart from the competition.
In 2019, you will need to focus on complex long-form content, experiment with formats, and pay more attention to your distribution channels and commitment.
You need to step out of your ‘comfort zone’ as an ecommerce brand and become a source of valuable and helpful content, not only product catalogs.
1. Make long-form content your priority
You need to create different types of content in different formats to make your strategy most efficient. However, as data from BuzzSumo says, long-form content generates a better response from the audience. This means that it usually gets more shares and it more often pops up on the first pages of Google Search.
Usually, posts with 2,000 words or more are considered long-form. It’s imperative that you make these pieces valuable to your readers as this will not only increase the social impact of the post. Detailed and informative articles will help you establish yourself as an authority in your niche.
You can also repurpose this content more easily, which will enhance your marketing strategy overall. This is most important for small businesses as such an approach is more cost-efficient.
2. Make your emails better but fewer
According to HubSpot, 78% of consumers unsubscribe from ecommerce emails because brands send them out too often.
However, this doesn’t change the fact that email marketing has one of the highest ROI.
Therefore, in 2019 you need to develop a strategy that will work for a modern buyer, who is busy, easily annoyed, and highly demanding. Then focus on creating a list of content types that will be most valuable to your customers. Those must include:
- Articles/videos/graphics that help customers derive more value from their purchases.
- Special discounts and unique offers available to email subscribers only (be sure to highlight that notification and add it to the email subject line).
- Short surveys about products, customer satisfaction, and wishes of your loyal customers.
- Product presentations.
Emails have the best click-through rate when they have an attention-grabbing subject line and arrive between 10 and 11 in the morning. Design and schedule yours accordingly. And remember to stick to no more than 3 emails a week.
3. Go omnichannel
According to research, businesses that use an omnichannel marketing strategy have a 91% better customer retention rate. This is an advantage an ecommerce business cannot afford to miss. Therefore, you need to plan your next year’s strategy in the same way.
The goal is to deliver equally high-quality service as well as cohesive design through all your channels. You should use a variety of marketing automation solutions to make omnichannel maintenance possible. However, don’t forget that you also need to adapt your content to fit each individual channel.
4. Develop more multimedia content
While well-written informative articles still rock, now is the time of videos and podcasts. These are the formats you should invest more in for 2019. To maximize the efficiency of your content, pair up multimedia with a text, as this will allow you to also get better SEO.
Note that this type of content must be of high quality, so you’ll need to use professional tools for its development. However, as live streaming is on the rise today as well, you should use this format to help your buyers develop an emotional connection to your brand. This will enhance their loyalty.