This is a fascinating time to be working in the field of marketing. Technology has given us so many interesting options to market our brands and attract our target audiences. One of the things that I love most about my job as digital senior manager for a senior home healthcare company is that the services we provide are very personal. Technology is advancing in ways that help me infuse my company’s message of providing personal care into our digital marketing efforts.
Blogs are a good start toward educating our audience about the benefits of in-home care, but that isn’t enough. We want our customers to get a sense of caring even before they decide to work with us. Other types of content, like video and infographics, provide a foundation for building that personal relationship.
I have used many different formats of content marketing in my digital marketing strategy, including articles, infographics and videos. Content marketing has helped my company strengthen our brand, earn natural backlinks and increase organic traffic.
Modern content marketing repurposes digital marketing.
When digital marketing became vogue, it was all the rage to maximize keywords to win top SEO rankings. Today’s content marketing approach ties many forms of digital marketing together in a cohesive way. This concept requires bringing people with many different skill sets together.
Our marketing team consists of people who are skilled in production, content distribution, branding, optimization, advertising, social media and analytics. Their combined talents create a synergy that unites our message across content marketing channels. These efforts work together not just to attract our target market, but to actively engage them and interact with them in a personal way.
Content marketing involves telling stories that help people relate.
Some people within our target audience are looking for information about our services. Scheduling in-home care is new territory for many of our first-time customers. That’s why we post blogs on informative topics, like health concerns, costs and more, to help them reach a comfort level with our services.
Our audience also wants to read facts about senior in-home care on the fly and in a succinct format, so I added colorful, well-designed infographics to our content marketing plan. Infographics are eye-catching and jam-packed with useful statistics that keep potential clients engaged and wanting to learn more.
One of the hottest new trends in content marketing is short, informative videos. This is one of the best ways to establish a personal connection with your audience. Through our videos, potential customers see people who are the same age and in the same stage of life. Our videos demonstrate to them that they are not alone in needing a little help or in asking for help for a loved one. Videos engage our audience because they get to see the types of services that we provide in action and how they provide a sense of comfort, help and relief to our customers. Our goal is to create a beautiful picture of how helpful our services could be for them. Video is also a good format for sharing testimonials. If your existing customers are willing to share the positive experiences they’ve had, include their testimonials on your blog, infographics and website.
Content marketing successfully delivers our message of caring for people across multiple digital marketing channels. Through collective and consistent messaging, our clients learn that they can trust us to deliver the personal care that our branding projects.
Content marketing is getting smarter.
As a digital marketer, keep a pulse on new trends in marketing, especially regarding artificial intelligence, Siri advancements, virtual assistants and the Internet of Things. The future of content marketing is sure to be even more interactive. I’m continually seeking new and innovative ways to use technology to enhance my company’s branding efforts.
Content is a base that marketers use as inspiration for other marketing vehicles.
Content in a written format is no longer our company’s entire platform. It’s an integral part of our expanded platform. I consider written content a springboard for developing other forms of digital marketing media. The challenge is taking the best parts of written content and learning what other media formats can take it to the next level. For example, we use much of the same content in our free, educational blog posts as we use in our ebooks. We may highlight the value that our service brings in other formats like infographics and video. The overall results bring the highest level of communication and engagement to our brand.
Moving from digital marketing to content marketing is only the first stage in marketing strategy. Advancements in technology will guide the direction of the next phase of content marketing. As a dedicated marketer, I’ll be on the lookout for the skills that our agency needs to keep our marketing efforts fresh and relevant. One thing that won’t change is my commitment to content marketing that keeps our target market connected in personal, caring ways.