From content binges to charities: content marketing trends
Content binges?! Marketers must do more to get beyond the pre-drinks
Just like we’ve seen with Netflix, consumers want scope to indulge in content binges whenever the mood takes them.
According to Demand Gen Report’s ‘2017 Content Preferences Survey‘, 88% of consumers felt overawed by the sheer amount of content now available. Meanwhile, 77% felt they had less time to dedicate to reading for entertainment and research.
And, here’s where content curation comes in. This tactic draws together content with similar themes, making it easier to find and binge out on if desired.
Consumers are already crying out for it:
- 58% want related content bundled together
- 67% want content organised by relevant job role (B2B)
- 64% want content arranged by relevant industry (B2B)
So, what can content marketers do to turn a tiny tipple into a fully-fledged content binge? Well, by taking a leaf out of the Netflix playbook.
Start by making sure all your content is available from the same ‘hub’. Then, group content into subcategories based on the topic and stage in the sales funnel, before organising your subcategories by relevance.
A shot-sized top-level intro piece should link through to a bottomless pitcher of explanation to capitalise on the consumer’s growing interest. Also, try:
- Putting all your content types together under a single heading
- Promoting supplementary content clearly
- Using formatted templates relevant to each stage of the sales funnel
You can take this one staggered step further, too. If you’re collecting data from registered subscribers or account-holders, then you can tailor the content hub to known purchase or reading history.
In essence, you need to develop a diverse and intelligently arranged content library that enables consumers to indulge in as much or as little as they like.
Charities could do so much with a little more focus on content marketing
Just half of all charities have a defined marketing strategy. While 9% are yet to go through ‘digital transformation’, according to the latest ‘Charity Digital Skills Report‘ from Skills Platform.
But, by with a little extra focus on content marketing, charities could do so much more to raise both awareness and funds.
Charities already know that their lack of digital focus is hobbling their operations. 75% believe enhancing their digital skills will increase their fundraising potential.
When it comes to the relationship between content marketing and charity, there are obviously some extra hurdles to overcome. 52% are limited by funding, while regulations relating to the amount charities are permitted to spend on marketing also comes into the fold.
Despite this, the rewards could be well worth it. Persuading someone to donate their hard-earned cash to a charitable cause takes a compelling, human story.
Content marketing comes into its own when it comes to storytelling, enabling users to go into depth about a topic or follow it as it develops over time. This prevents readers from feeling like they’ve been subjected to a ‘hard-sell’. It’ll also give them the tools they need to raise awareness by advocating on the charity’s behalf.
Spotted in the news…
If you’re feeling like there just aren’t enough hours in the day to fulfil your content production potential, spare a thought for poor old George.
The one-time chancellor valiantly stepped into the breach earlier on this month, taking on one of those jobs that – like sewer maintenance – is downright dirty, but just has to be done.
Soon to officially start work as editor of London’s free nighttime rag, The Evening Standard, George Osborne will have to contend with a lorry-load of lesser distractions. All he wants to do is publish the news, but the trifling matter of being MP for Tatton keeps rearing its ugly head. That, and his five other jobs.