Content marketing has been continuously evolving to keep pace with consumer demands, technologies, and trends. For example, social media, voice search, and the increasing use of mobile devices require to stay on the top. Also, some platforms are changing themselves. For example, Facebook has started attracting more older demographics, whereas Instagram has mainly attracted females. Content marketers need to adopt unique strategies to meet these changing trends to reach every section of audiences effectively and attract them. Recently, flexibility and adaptability have been central to content marketing. Many new trends are going to change of overall scenario of content marketing this year.
Content Optimization for Niche, Long Tail Keywords
The content marketers were focused on long-form content for a long time. But, now the scenario has been changed. Instead of focusing on long-form or detailed and lengthy content, content marketers have put their entire focus on using niche, long-tail keywords. Long-tail keywords have made it easy for content marketers to rank their content on Google. It means getting more organic traffic which is the best for marketers targeting a specific niche. You can find these long-tail keywords using paid and free tools available in the market. For example, you can use Ubersuggest, Wordtracker, Moz.com, SEMrush, etc. Plus, you can use Google's related search, Google Suggest, and the feature "people also searched for" on Google .
Building Big Communities
With over 24 million online stores out there, getting noticed is not so easy. You will need to look for a unique way to get noticed. Developing a community gives established and new brands an opportunity to learn, collaborate and come together. Plus, it offers community downloads, webinars, networking opportunities, discounted events, tools, books, and many more. Community marketing is all about engaging with the audience while reaching a broader base and developing loyalty and trust.
Repurpose Your Content Across Channels
When you repurpose your content, it augments your organic search, gets your brand in front of a different and broad audience, and saves you a lot of time. In simple terms, repurposing content means repackaging it into different formats like creating infographics from stats and research, transcribing your videos on YouTube and distributing them as blog content, newsletter, and podcast, embedding your videos on YouTube in your blog, and turning your blog posts into a newsletter content or an eBook.
You can take ESPN's example, which proved how effective content repackaging could be when it launched its program " We the Fans" and distributed it across a wide range of formats. The strategy of ESPN includes all formats like podcasts, social media networks, articles, and videos.
"Discover" Features
Google Discover, earlier known as Google Feed, combines evergreen content, news, and visual content like photos. The feature has undergone a significant transformation since the days it was launched. Google uses machine learning and artificial intelligence to understand users' search history to fill the feed. You will find this feature on your mobile pages, and the users using Chrome will see it when opening a tab. If your content meets the guidelines of Google, then it can appear on Discover. Some of the guidelines set by Google to enhance the chances of your content to appear on Discover includes:
Providing exact details of authorship, including publication, name, and bylines.
High-quality imaging and descriptive titles avoiding click bait.
Posting unique and engaging content.
Creating timely and unique content.
Commentary from Experts
Including comments from a featured or a subject matter expert can enhance the performance of your content. Google does not consider subject matter content as its ranking factor. However, evaluators consider trustworthiness, authoritativeness, and expertise as the significant factors in the quality rankings. High-quality content is not the only subject of interest for Google, but consumers also want to look for it.
As per the Nielson study, over 85 percent of consumers occasionally look for expert and high-quality content before purchasing anything. Plus, more than 65 percent of the buyers say that they prefer unbiased expert recommendations before purchasing a product. According to InPowered, the institution that commissioned the survey, marketers should
Cut through the noise and build trust with expert content.
Share their content once they have gained the trust of consumers.
Ask customers for reviews and continue to build trust among them through their expert content.
"Story" Features
Stories are for many reasons getting popularity. For example, they can make great content on social media networks. Also, it will appear in Google images and mobile searches, enhancing the chances of your discoverability. Other factors playing an essential role in its growing popularity, such as Google Stories, have created stories accessible to every user. Similarly, Instagram Guides have provided curated content in the form of text, photos, and videos. The basic idea is to make content easy to find, so discovering influencers and brands become easy.
Personalization of Content
Content personalization can be defined as introducing the content to the customers based on their preferences or profile. Every customer who visits your website searches for a different product and has different needs. Your content must cater to these customers' different needs and encourage them to take the next step.
Apart from following the best and latest content marketing practices that will dominate the year 2021, you should also research to improve your strategy for content marketing. Always keep an eye on the top-ranking content and use the relevant data and experimentation to improve your strategy.
Source: The Best Content Marketing Predictions for 2021
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Instagram has emerged as the most growing and powerful social media platform over the years. Amassing more than a billion active monthly users worldwide and some highly enticing features, the platform has established itself as the prime place for promoting visual content effectively. It is impacting our lives significantly as with users spending over 53 minutes on an average every day. One-third of adults in the USA use Instagram, and 72 percent of teens use Instagram. The data is enough to understand how significant the social media platform has become for people in their everyday lives.
Over the years, Instagram has solidified itself with a wide range of intuitive features. It is more than a visually-oriented social media platform, now providing great content opportunities for brands. More than 200 million users on Instagram visit their business profiles once a day. Various businesses often tell One-third of Instagram Stories that come in the most viewed ones. Instagram is mainly focused on mobile. Still, you need to remain familiar with the third-party tools. These tools will help you manage content and edit images to develop a successful and active Instagram account.
Here are some tools to narrow down your selection.
VSCO
The app provides a wide selection of editing and filter tools that can help users of all skill levels to create an aesthetic for their videos and images. It is advantageous in providing the users a professional-like result. Image editing requires creativity, but there are the best practices that professional and amateurs editors use widely alike:-
Adjusting your image's perspective with skew, crop, straighten, etc.
Achieving aesthetics like hue, brightness, color balance by tuning your images.
Adjusting portrait images by using a skin tone slider.
Choosing a filter that can complement the images and adjust their intensity.
Layering the filter when feeling necessary.
VSCO is available on Android and iOS and allows its users to trade useful tips with other users before posting their final edit to Instagram.
Adobe Lightroom
The app is available for both desktop and mobile devices. Its learning curve is steeper when compared to other mobile image editing apps. It's an Adobe app; however, if the users are not familiar with Adobe, then the app is known for professional tools for visual editings like Premiere Pro, Photoshop, After Effects, Illustrator, and many more. You can use its auto adjustment feature to get the best of our images with the least side effects like oversaturated and grainy pictures.
How to Use the App
Import your images to the library of Lightroom
Then, use the button "auto" to auto-tune your image.
Adjust the remaining image like sharpness, color balance, and brightness.
If necessary, throw in the pre-loaded profiles.
Hyperlapse
The app introduced by Microsoft helps its users to edit or shoot video content based on time-lapse visuals. You can make your time-lapse longer or shorter by adjusting its speed. The app is easy and simple to use and offers a few buttons only on the screen.
Snapseed
This Google app is widely prevalent among android users. The app is simple to use, sleek, and to the point, and considered one of the most user-friendly photo editing apps. You can use this app for image tuning at the introductory level to double exposure and adjusting the tonal contrast.
Adobe Premiere Clip
The users can link this app to Premiere Pro of Adobe. But, it can work as a standalone app. It offers two image editing modes such as:
Automatic– It makes your image editing process smooth and faster by adding transitions and trimming your clips.
Freeform- It allows for editing your clips manually and retaining the most control on the final clips.
Besides, the app has a color-correction feature that automatically makes your video look true to life. You can choose your favorite song from its in-built music library and add music from your device. Plus, Adobe users can synchronize it correctly with other tools like Photoshop and Lightroom.
Quik
The video editing app from GoPro is available for free and allows its users to post, edit and capture their videos on the fly. It curates the best moments, searches for footage, edits and trims your clips, and adds transitions.
Repost for Instagram
The tool is handy that can be used to share the content of others with your followers. It enables you to bookmark videos or photos you wish to repost later, and reposting can be done by tapping on only one button. Besides, it offers a search feature such as Instagram's native search with user name or hashtags.
Linktree
The app provides its users a free tool that can be used to create a single link appearing on all your platforms like store page, Facebook page, website, etc. It can be a lifesaver if you are pushing visitors to visit your store or blog page.
Story Saver
The free and simple-to-use app can search for stories and posts from other people without following them. Its' downloader provides a smooth way to save other people's stories and posts for multiple purposes. Besides, the users can go beyond adding their spin and sharing the post and use this app for new content.
These apps will help the users to create better posts for Instagram and generate high-quality organic followers. However, you should remember that the social media platform is full of innovative brands and people. If you lack creativity, then everything can become troublesome for you, even if you have these apps on your phone. To become the regular and most visited brand on Instagram, you will need to use these tools and become creative to deliver worthy content for Instagram. Plus, don't forget that your Instagram stories and posts marry well with our overall social media and content marketing strategy.
Source: Spice Up Your Instagram With These Must-Use Apps
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Social media is crucial for promoting products and services in the year 2021. You can’t ignore its reach to a large number of users worldwide. It has the potential to engage people in huge numbers all across the globe. Suppose you can’t track the essential social media metrics like customer engagement and reach. In that case, you will never know whether your marketing efforts on social media are paying off or not. An average post engagement and reach on social media vary from one platform to another. When you take time to understand the analytics, it tells many things and helps you get more leads, increase brand awareness, and increase sales.
Social Media Post Reach: What is It?
Social media post reach can be described as the number of people seeing your content, either posts or ads. Impressions refer to the total number of times people have viewed your content, including the same people.
Social Media Engagement: What is It?
The calculations of Social media engagement vary on the social media platform you are using. Many actions can be calculated into social media engagement, such as likes, retweets, shares, comments, expanded images, etc.
How to Track Average Social Media Post Reach?
There are various reasons why brands want to track social media reach. Some of them are.
To have a better understanding of brand awareness.
To track the growth of the audience.
To identify what type of content is resonating with the audience.
To track your authority and build a strong relationship with followers.
Here is how you can track your social media post reach on different platforms.
Instagram
To track on Instagram, you will need to click on your profile and then on the option “Insights.†After then, you will need to select analytics of either seven days or 30 days. Now, click on any lien item about which you want to know more.
Facebook
To track on Facebook, you will need to go to the page to check the reach. Then, click on Insights from the menu appearing on the page’s left side. Next, you have to tap on Post Reach. After selecting your start and end dates, you will need to scroll down to the section “Total Reach.â€
LinkedIn
To view the reach of your posts on LinkedIn, you will need to the page of your company and select Updates from the Analytics dropdown appearing at the screen’s top-left corner. It will show your engagement metrics, including comments, impressions, clicks, shares, and overall engagement rate. The users will need to divide their impressions by the number of followers to reach this platform’s reach rate.
Twitter
The users will need to go to analytics.twitter.com after log in. Now, go to the top of the screen and select the Tweets menu. Here, you will need to choose the timeframe you wish to look at.
How You Can Increase Your Brand Reach On Social Media
Create high-quality and engaging content and use more images in your content.
Choose the most accurate time to post your content on your selected platform.
Include hashtags and optimize your profiles on social media.
Post useful and also promotional content.
Average Rate of Social Media Platform Engagement by Platform
Social media engagement rates are essential for formulating marketing strategies for many reasons.
Social media engagement improves the quality of your audience.
It increases your brand reach and leads to huge revenue.
It brings in social proof and expands your audience.
Instagram
The engagement rates on Instagram measure audience interest, brand relevance, and social authority. A reasonable engagement rate for Instagram can be between 1 percent to 3 percent. However, it may vary according to the type of industry.
How to Find Engagement Rate on Instagram
You will need to go to the Instagram app and then click on your profile. Then, click on the Insights option. After then, you will need to select analytics of either seven days or 30 days and then click on any line item you want to know.
How to Improve Your Rate of Engagement on Instagram
You can use Instagram Stories and Instagram Reels.
You can share longer video content while using IGTV.
You Can Go Live and write catchy taglines and captions.
Post content regularly and use the call to action.
Regularly respond to your followers.
Facebook
A reasonable engagement rate on Facebook may vary from one business to another. You can use your industry’s engagement rate to find the baseline from where you can start tracking your brand performance.
How to Find Engagement Rate on Facebook
To find the engagement rate on Facebook, you will need to go to the page you wish to check the engagement rate and then select the Insights option from the menu appearing on the page’s left side. Now, tap on Post Engagement and then scroll down to the section All Posts Published. Further, modify the dropdown appearing far-right to Engagement Rate.
How to Improve Your Engagement Rate on Facebook
Post high quality and exciting content.
Post more and more video content and add value
Explore your competitors
Find the most suitable time to post content on Facebook.
Always share a mix of entertainment and educational content.
LinkedIn
A healthy engagement rate on this social media platform is considered around 2 percent. You can get drastically increased traffic and generate leads on this platform more than any other social media network.
How to Find Engagement Rate On LinkedIn
Engagement on this platform tends to favor videos, images, and GIFs and track the things such as content, updates, reactions, shares, and links. To see your engagement rate on this platform, you will need to visit your company’s page and select Updates from the Analytics dropdown appearing at the screen’s left top corner. It will show you engagement metrics, including comments, impressions, clicks, shares, and your overall engagement rate.
How to Improve Social Media Engagement Rate on LinkedIn
Share the awards and milestones that your company has achieved.
Reply to every comment that your audience has made.
Engage with your followers and use sponsored content.
Include narrative on your shard content.
Twitter
A reasonable engagement rate on Twitter stands between 0.5 percent to 1 percent. If you engage with your audience on Twitter with entertaining and informative content, it will not take you a long time to get positive results.
How to Find Engagement Rate on Twitter
Engagement on Twitter includes follows, replies, profile or username clicks, tweet expansions, hashtags, links, favorites, embedded media, and cards. To find out your engagement rate on this platform, you will need to visit analytics.twitter.com when you log in. Then, go to the Tweets menu appearing at the top screen and click on the Engagements’ option visible on the page’s right side.
How to Improve Social Media Engagement Rate on Twitter
Always use trending hashtags and hashtags.
Respond to customers quickly.
Engage with other users on Twitter frequently.
Include links in the Tweets you have made.
It is essential to understand that social media marketing is more than only posting content and sharing videos. You have to remain careful while creating any content to make it engaging. Besides, promoting the right content to the right audience will help you reach and engage on various social media platforms you need. Further, it will help you increase awareness about your brand, track your audience growth, identify which content is working for you, improve your revenue, build healthy relationships, and many more.
Source: Ultimate Metrics Guide to Social Media Post Engagement & Reach
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