Back when Google was just a few years old, the company’s management penned down ten things they knew to be true. The first one on the list? ‘Focus on the user and all else will follow’. And then a few years later, they went ahead and invented Search Engine Optimization. Brands quickly replaced user design (UX) and instead opted for SEO-centric design with web pages stuffed with keywords, indexable content and crawlable link structures.
Most smart phones users are familiar with messaging apps and at some point have used at least one, simply because it’s easy to communicate with people who use different devices and platforms. With an array of services like sending voice messages, photos, videos, files and creating chat groups, WhatsApp is the world’s most popular messaging app with 400 million monthly active users. SnapChat (with 100 million active users) and Wickr round off the top 3 messaging apps.
Traditional marketing and advertising is telling the world you’re a rock star. Content Marketing is showing the world that you are one.
~ Robert Rose
Consider the following statistics from a research on Australian businesses conducted by the Content Marketing Institute:
- 89% of the businesses engage in content marketing activities, with the aim to drive “profitable customer action”.
- Of these businesses, only 37% of them have a documented strategy, as opposed to a verbal one
- Content marketers felt the effectiveness of their strategy was less this year than last year (29% as opposed to 33%). But 44% of those who documented their strategy had a better result from content marketing activities.
Content marketing is engaging people while providing relevant and valuable information to either alter or enhance their consumption pattern. The above statistics reflect three things: the need for a strategy, the need to document the strategy, and finally, the need to analyse the effectiveness against preset objectives.
Even though outbound marketing is seen as inferior to inbound marketing, you should never cross it out as one of your marketing strategies. With small tweaks on outbound marketing, you can expand the reach of your business, and even complement your inbound marketing efforts.
For almost a decade, Mark Zuckerberg and his team at Facebook chose to keep animated GIF images out of their social platform as they felt it would make the pages chaotic and affect user experience. But, now, Facebook has finally decided to give animated GIFs the green flag, albeit on an experimental basis.