As we all move into fourth quarter, B2B and B2C content marketing become even more crucial for the year-end push. The best way to stand out is with a great content mix that incorporates text as well as video. Yet understanding the new trends in this area are key for brands and businesses seeking relevancy and visibility in front of their target market.
As we all move into fourth quarter, B2B and B2C content marketing become even more crucial for the year-end push. The best way to stand out is with a great content mix that incorporates text as well as video. Yet understanding the new trends in this area are key for brands and businesses seeking relevancy and visibility in front of their target market.
What is often forgotten is that today, Millennials are keenly influential in the decision-making process when it comes to purchases. On the B2B side, this has never been more true than today, and on the consumer side, we all know that this 80+ million demographic is vital.
Yet frequently the tone, posting, and voice around the content are not developed with this crucial cultural shift in mind. This is a demographic that is used to wielding multiple devices simultaneously. They thrive on continuously refreshed content that is deeply informative and that leverages both video and text. Yet many businesses still struggle with creating great blog posts, white papers, reports and social media content that are consistent and dynamic.
I was actually asked to speak about this very topic recently for a CompTia event, given that even the IT industry faces challenges on marketing itself and its services in a contemporary manner.
As I mention in my book, most Millennials respond best to direct, transparent communication about products and services. And if there is a social good element to add, all the better.
Such tone should come across in all your written B2B and B2C copywriting, but also within video, too. This is a powerful mix, whether on your own site or via the LinkedIn platform. When considering usa of video to balance out your LinkedIn written blog posts, for example, three key elements to keep in mind are:
1) Connect –Standout video on LinkedIn will be that which takes a warmer approach by inviting the viewer behind-the-scenes, within reason, to reveal special insights, products, skills in a genuine and conversational manner.
2) Inspire –Sharing a fellow employee’s story, an overall industry triumph, or tips for work-life balance brings others along for the ride and increases the chance of engagement rather than a bounce to the next content piece due to sole brand promotion.
3) Cut – Leave viewers wanting more, but it is crucial to keep in mind that if the content is deeply compelling, people will keep watching. Make judgments based on the offering, not solely on a generic study, and you should be on your way to dominating LinkedIn.
The same and more should also be applied to your written content as well because it is from here that sharing and data capture take place for re-marketing purposes. Blogs and white papers that are well-conceived are invaluable.
Indeed, if you are considering deepening your content development strategy or even starting or reviving one, there is truly no time like the present given the interest and desire for information from trusted sources that truly have insights and solutions to offer.
These tips were taken from my original piece in Forbes. You can read the full piece here: https://www.forbes.com/sites/laurencoleman/2017/08/30/if-you-wanna-crush-it-on-linkedins-hot-new-video-addition-do-this/#5fc3b86a22f6
As a business contributor to Forbes, CNBC.com, and Inc., I bring such writing skills to copywriting clients. You can contact me about B2B/B2C copywriting here: connect@ultralauren.com
If you like this piece you might also like: https://www.forbes.com/sites/laurencoleman/2017/09/28/behind-the-scenes-with-mastercard-cmo-during-power-packed-ny-advertising-week/#2516b0883bd2
You can read my work as a Forbes contributor here: https://www.forbes.com/sites/laurencoleman/#3975218462c5
You can read my Inc column here: https://www.inc.com/author/lauren-delisa-coleman
Lauren deLisa Coleman is a digi-cultural trend analyst and writer.
Follow me on Twitter @ultra_Lauren and LinkedIn https://www.linkedin.com/in/laurendelisacoleman/