Content has always been considered king in the marketing world due to its efficiency and ability to deliver value to consumers. Through this value, the content was able to generate interest and engagement that would benefit any business online.
However, content marketing is starting to lose its power mainly because marketers abused this strategy and drowned consumers in content. Gartner predicted this could happen back in 2017. But does this mean that content marketing is no longer relevant?
Of course, not. Content can still be as powerful as it was, but it needs the right approach. This is especially true for retailers as they have to reach an elusive audience more efficiently.
Getting your message out there has to mean something nowadays and you shouldn't produce content just for the sake of publishing frequency. With that in mind, here are a few content marketing strategies for hard-to-reach audiences.
Less means more
Not so long ago, you only had to produce as much content as possible and publish it across any relevant channel available to get favorable rankings on search engines, as well as generate a lot of engagement from your audience.
However, at a certain point, the consumer demand for content remained static, while brands continued to increase their content production.
This resulted in a 300% increase in content production in 2019 compared to 2018. A simple workaround for this problem is to publish less content but publish it well. In other words, publish only when you have something important to share with your audience.
Furthermore, spend the resources and time you'd otherwise spend on creating new content, on optimizing evergreen content that you already have. By combining evergreen and temporal content, you can engage the audiences more efficiently and slowly build up their engagement.
Focus content for the niche
Content for everyone is no longer producing viable ad results retailers need. Therefore, it's time to focus on highly specialized content focused on the specific niche of your audience.
This type of content may not generate a lot of revenue straight away but it's efficient at making your audience satisfied and engaged. Once satisfaction and engagement start to reach their pique the revenue will start to increase as well.
A good example of this method is the O&G industry that has started to explore specific marketing branches. They now sell essential oilfield equipment via e-commerce channels and create specialized content for those purposes.
Difficult to reach audiences often belong to niches, which are groups of consumers with specific needs or interests. If you can tap into those interests and tend to those needs, you can have an entire consumer base, no matter how small, more interested in your products.
It's no secret that content gains the necessary visibility and exposure through SEO (Search Engine Optimization). Retail marketers have to face new challenges in terms of optimizing content every day due to the fact that search engines, such as Google, update their algorithms on a daily basis.
Moreover, social media platforms like Facebook, that are commonly one of the main hubs for content publications, also update their organic News Feed daily in an effort to prevent users from navigating towards different websites.
That said, it's very difficult to ensure your content will reach your audience the way you want it to without paying extra. Therefore, smarter optimization is required to make your content more relevant. Here are a few things to focus on:
Ensure your content is educational, informative and entertaining.
Build content around specific topics and topic clusters.
Rank for featured snippets on search engines like Google.
Optimize Facebook content to encourage the audience to share, comment and react.
Focus on other content formats
Consumer behavior oftentimes changes with emerging technology and trends in the market. Marketers know that they need to adapt fast, or they'll lose their competitive edge and relevance. When it comes to content marketing, one thing is still certain; various formats produce different results.
Based on what your business needs, you may consider altering the format in which you produce content so that it will suit your audience's needs and expectations. For example, the video format may be ideal for retailers.
As a matter of fact, 90% of consumers claim that product videos are helpful in their decision-making process. Furthermore, 64% of consumers are more willing to make a purchase after watching a video about the product. Switching content formats may be the surest way to reach an audience you had difficulties reaching before.
Content proved to be very effective at driving various business goals. However, once a specific marketing tactic becomes overused, it starts to lose its potency. Still, the online market without content would be a very lonely place, which is why content still has the potential to help retailers reach their audiences, but only if they redefine their approach about how they create and publish content for those audiences.