1. Micro-targeting: It’s Time to Really Get to Know Your Customers
Where to start: If you don’t know who you’re talking to, you won’t know what to say. Committing to buyer persona development lets you deep dive into needs, lifestyle, and motivations of your buyers. The work is well worth the ability to construct more relevant content strategies throughout the buying cycle, post-purchase efforts, and account-based marketing activities.
2. Paid Placements Are Here to Stay: Spend Your Money on the Right Content and Platform
As always, pair posts with strong calls to action and supporting elements. For example, instead of publishing the whitepaper download link in the post, send interested users to a content landing page to extend the conversation. Crunch the data to determine which of your users will watch a video on Facebook but ignore it on LinkedIn, so you can get the right piece, in the right place, at the right time – without wasting ad dollars.
3. Mobile Will Dominate: Master It
Where to start: Fine-tune your mobile strategy to encompass the totality of content execution: persona profiling, content theme, design and distribution. Don’t assume the same 8000px-long infographic that did well with your target audience on the blog, theoretically consumed by desktop and laptop users, will have the same impact when viewed on smaller screens that require excessive scrolling and pinching to view, or published on third-party properties that arbitrarily squeeze your images into their specs. Employ dynamic display technology to adjust content offers and image sizes based on users’ screen resolution. Power up your social media channels with micro-content: create thumbnails (Facebook, LinkedIn), crop out images (Pinterest, Instagram), or build a slide deck (Slideshare, Scribd) to draw viewers with bite-sized chunks instead of long, overwhelming images.