Connect with us

SEO

11 Retail Content Marketing Trends To Inspire Your Next Campaign

Published

on

11 Retail Content Marketing Trends To Inspire Your Next Campaign

No matter what digital platform you use to promote your business, continually coming up with fresh content ideas to capture your audience’s attention can be a real challenge.

Popular content comes and goes before you’ve even hit “publish” on your latest post, so how do you plan effectively for your next big marketing campaign?

If you’re feeling stuck and looking for some ideas, take a look at these 11 trends that you can adapt for your retail brand.

1. Provide Value To Stay Relevant

With every piece of content you create, you should always be thinking, “what will a viewer get out of this?”

Fitbit does a great job here, posting tips and advice for their followers to improve their mental and physical health.

Cocokind balances its aesthetic content in the beauty space with informational posts on building a skincare routine and walkthroughs of how to incorporate their products into your existing regime.

There are plenty of other brands to distract your audience with their own content, so focusing on the value you provide will help keep your brand top-of-mind and relevant to your customers.

2. Get Your Customers Involved

No one wants to see a constant barrage of sales content from any brand. But when you have a product you need to push, how do you keep people interested and engaged?

You tap into your existing customer base to harness the power of word-of-mouth marketing.

And that’s exactly what Vacation Inc. did.

In April 2021, Vacation Inc. launched their now Nordstrom and Ulta-partnered screen with an 80s beach vibe campaign.

Customers could generate honorary job titles and share their new business cards on their own social channels.

Within days of launching the presale, over 10,000 people had “changed careers,” with roles like “Emergency Tequila Shot Salt Secretary” and “Catamaran Fly Fishing Specialist” (my personal role).

Vacation Inc.’s success came from capitalizing on an already-growing fanbase across social media.

The fun, interactive content quickly spread with little effort on the brand’s part post-launch, leaving their customers to do the work and brand evangelizing for them.

3. Double-Down On Short-Form Video

It’s no secret that video content is becoming a major component of any good content marketing campaign.

As of 2021, Wyzowl reports that users spend an average of 18 hours a week watching video content across different platforms and, specifically, shorter videos.

This is hardly surprising given the rapid rise of TikTok.

But if you’re not using this kind of content, now is the time to start thinking about it.

Luxury Italian fashion house Gucci is an excellent example of making video content work as a retail brand.

Balancing behind-the-scenes content for new collections with famous faces wearing their pieces, Gucci has continued to adapt its marketing strategy to fit the needs of a more video-focused audience.

4. Make Content That’s Actually Entertaining

We all know that the purpose of marketing is to sell more products and win more customers.

But nothing is stopping you from having fun while you’re doing that!

With so much competition and audiences looking for instant gratification, entertaining content should be a top priority for any retail brand.

No one does this better than Aviation Gin.

Leaning heavily on the wit of its owner, actor Ryan Reynolds, the company continually uses humor and satire to entertain their audience.

Their “alternative” to the Peloton Girl ad instantly built connections with viewers, thanks to its cheeky overtones and reminders of why the original went viral for all the wrong reasons.

Creating funny marketing content is one of the most difficult approaches to get right.

When you do, it can really pay off.

5. Highlight What Matters Most To Your Brand

In a consumer environment now highly concerned with environmental and social issues, relatability when it comes to brand values has never been more important.

One of the best performers in this space is DTC beauty brand, Jones Road.

Founded by makeup veteran Bobbi Brown, Jones Road has quickly developed a fan base thanks to its cruelty-free products and body-positive content.

The brand’s TikTok account is a good place to look for inspiration if you’re hoping to promote your company values more clearly.

How-to and tutorial videos serve an educational and informative purpose while weaving narratives around self-empowerment to create emotional connections to their audience.

The brand has also grabbed the attention of non-traditional audiences on its social platforms, thanks to videos aimed at customers over 50 on Instagram and TikTok.

By embracing who they are and what they believe in, Jones Road has quickly become a standout brand for successful video content.

6. Use Influencer Partnerships To Educate Your Audience

Partnering with influencers isn’t going anywhere anytime soon.

Strategically working with people your customers already follow is a good way to get your brand in front of new audiences and remind existing customers about what you offer.

Wine expert and sommelier Amanda McCrossin’s educational TikTok content has quickly seen her become a go-to resource for wine drinkers around the world.

From her product recommendations for different occasions to winery tours to interest vacationers, this channel is a good example of how to partner with influencers to create interesting, educational content that viewers want to see.

7. Hop On The Audio Bandwagon

For video-first channels like TikTok, or even Instagram Reels, finding the right audio to set the tone for your content is essential.

It doesn’t take much for a soundbite to go viral these days.

Having a catalog of video ideas that you can quickly film and publish is a great way to jump on these trends as soon as they appear.

Trending sounds can come up out of nowhere, so you need to be prepared if you want to use these audio clips in your own videos.

Wine bottle brand Partner in Wine does a great job with this, staying up-to-date with all the popular TikTok and Instagram sounds and posting their own content using these.

This makes them searchable within the apps via these sound clips, opening up a whole new potential audience.

8. Build Trust With Subject Matter Experts

It’s one thing to create educational and informative content for your audience.

But if they’re new to your brand, how do they know they can trust what you’re saying?

One of the best ways to build your credibility here is through partnering with subject matter experts.

This is a tactic commonly used in B2B marketing, but retail B2C brands are also starting to see success here.

Interior design brand Studio McGee uses their frequently-updated blog to provide lifestyle and design tips from both their in-house experts and guests.

Whether it’s organizational tips and tricks or design inspiration, the company clearly shows why they’re the people to trust when it comes to home decor.

9. Jump On Pop Culture Moments

Just like trending sounds, you never know when a moment will arrive in the cultural consciousness, you can use to promote your products.

Take beauty company Lemonhead LA.

Already a hit with notable celebrities like Beyonce and Lady Gaga, the brand cemented its place as the go-to glitter makeup company thanks to its products appearing in season one of the HBO show “Euphoria.”

The brand went on to release a limited-edition collection inspired by the show, which quickly became a hit with their customers.

Bloomingdale’s has also been successful with this approach, creating a pop-up collection of Regency-inspired products following the success of Netflix’s Bridgerton.

There’s no telling what pop culture can inspire, so stay on top of what’s happening.

10. Branch Out Of Your Comfort Zone

When you’re working with a limited marketing budget, trying out new platforms or channels is a risky move.

For the most successful brands, though, it can really be worth it.

Whether starting a new social media account or embracing an entirely different content format, experimenting with something a little different can quickly put you ahead of your competitors.

Trader Joe’s gave podcasting a go in 2018, expecting to run a five-part series to give customers a behind-the-scenes look at the brand and its story.

You may not think many people would be interested in an audio deep-dive into a grocery store.

But the podcast became so successful that they’re continuing to put out new episodes to this day.

Thinking outside the box is the tell-tale sign of a great marketer.

But don’t forget to do your research before you pitch any big strategy shifts like this.

11. Think Beyond Single-Platform Silos

With technology so firmly integrated into our daily lives, retail experiences are no longer strictly online or offline experiences.

Customers want and need an omnichannel experience, taking them from their phones to the store and back again.

Plenty of studies have shown the benefits of omnichannel marketing, from greater customer reach and satisfaction to higher profits across all company sectors.

Target is one of the best for this type of marketing, foregoing their individual channel focus and thinking across multiple platforms.

One of their most successful partnerships recently has been with Pinterest, specifically the Pinterest Lens feature.

Within the Pinterest app, users can take a photo on their smartphone of products they like and the Target app will show them similar products in their own collections.

While your retail brand may not have the budget and customer reach of a multi-billion dollar company like Target, the same idea still applies.

Instead of creating content strategies solely around one marketing platform, think about how you can integrate all of your efforts to provide a memorable and unique experience for your customers.

In Conclusion

There are hundreds of possible options for creating engaging marketing content.

(And we’re certainly not advocating that you try all these at once!)

But with some strategic thinking, your brand can make any of these trends a success.

Promoting your retail brand effectively through content marketing is possible, so if you feel inspired, it’s time to start working on your new content marketing plan.

More resources:


Featured Image: BublikHaus/Shutterstock



Source link

SEO

Five things you need to know about content optimization in 2023

Published

on

5 Things You Need To Know About Optimizing Content in 2023

30-second summary:

  • As the content battleground goes through tremendous upheaval, SEO insights will continue to grow in importance
  • ChatGPT can help content marketers get an edge over their competition by efficiently creating and editing high-quality content
  • Making sure your content rank high enough to engage the target audience requires strategic planning and implementation

Google is constantly testing and updating its algorithms in pursuit of the best possible searcher experience. As the search giant explains in its ‘How Search Works’ documentation, that means understanding the intent behind the query and bringing back results that are relevant, high-quality, and accessible for consumers.

As if the constantly shifting search landscape weren’t difficult enough to navigate, content marketers are also contending with an increasingly technology-charged environment. Competitors are upping the stakes with tools and platforms that generate smarter, real-time insights and even make content optimization and personalization on the fly based on audience behavior, location, and data points.

Set-it-and-forget-it content optimization is a thing of the past. Here’s what you need to know to help your content get found, engage your target audience, and convert searchers to customers in 2023.

AI automation going to be integral for content optimization

Technologies-B2B-organizations-use-to-optimize-content

As the content battleground heats up, SEO insights will continue to grow in importance as a key source of intelligence. We’re optimizing content for humans, not search engines, after all – we had better have a solid understanding of what those people need and want.

While I do not advocate automation for full content creation, I believe next year – as resources become stretched automation will have a bigger impact on helping with content optimization of existing content.

CHATGPT

ChatGPT, developed by OpenAI, is a powerful language generation model that leverages the Generative Pre-trained Transformer (GPT) architecture to produce realistic human-like text. With Chat GPT’s wide range of capabilities – from completing sentences and answering questions to generating content ideas or powering research initiatives – it can be an invaluable asset for any Natural Language Processing project.

ChatGPT-for-content

The introduction on ChatGPT has caused considerable debate and explosive amounts of content on the web. With ChatGPT, content marketers can achieve an extra edge over their competition by efficiently creating and editing high-quality content. It offers assistance with generating titles for blog posts, summaries of topics or articles, as well as comprehensive campaigns when targeting a specific audience.

However, it is important to remember that this technology should be used to enhance human creativity rather than completely replacing it.

For many years now AI-powered technology has been helping content marketers and SEOs automate repetitive tasks such as data analysis, scanning for technical issues, and reporting, but that’s just the tip of the iceberg. AI also enables real-time analysis of a greater volume of consumer touchpoints and behavioral data points for smarter, more precise predictive analysis, opportunity forecasting, real-time content recommendations, and more.

With so much data in play and recession concerns already impacting 2023 budgets in many organizations, content marketers will have to do more with less this coming year. You’ll need to carefully balance human creative resources with AI assists where they make sense to stay flexible, agile, and ready to respond to the market.

It’s time to look at your body of content as a whole

Google’s Helpful Content update, which rolled out in August, is a sitewide signal targeting a high proportion of thin, unhelpful, low-quality content. That means the exceptional content on your site won’t rank to their greatest potential if they’re lost in a sea of mediocre, outdated assets.

It might be time for a content reboot – but don’t get carried away. Before you start unpublishing and redirecting blog posts, lean on technology for automated site auditing and see what you can fix up first. AI-assisted technology can help sniff out on-page elements, including page titles and H1 tags, and off-page factors like page speed, redirects, and 404 errors that can support your content refreshing strategy.

Focus on your highest trafficked and most visible pages first, i.e.: those linked from the homepage or main menu. Google’s John Mueller confirmed recently that if the important pages on your website are low quality, it’s bad news for the entire site. There’s no percentage by which this is measured, he said, urging content marketers and SEOs to instead think of what the average user would think when they visit your website.

Take advantage of location-based content optimization opportunities

Consumers crave personalized experiences, and location is your low-hanging fruit. Seasonal weather trends, local events, and holidays all impact your search traffic in various ways and present opportunities for location-based optimization.

AI-assisted technology can help you discover these opportunities and evaluate topical keywords at scale so you can plan content campaigns and promotions that tap into this increased demand when it’s happening.

Make the best possible use of content created for locally relevant campaigns by repurposing and promoting it across your website, local landing pages, social media profiles, and Google Business Profiles for each location. Google Posts, for example, are a fantastic and underutilized tool for enhancing your content’s visibility and interactivity right on the search results page.

Optimize content with conversational & high-volume keywords

Look for conversational and trending terms in your keyword research, too. Top-of-funnel keywords that help generate awareness of the topic and spur conversations in social channels offer great opportunities for promotion. Use hashtags organically and target them in paid content promotion campaigns to dramatically expand your audience.

Conversational keywords are a good opportunity for enhancing that content’s visibility in search, too. Check out the ‘People Also Ask’ results and other featured snippets available on the search results page (SERP) for your keyword terms. Incorporate questions and answers in your content to naturally optimize for these and voice search queries.

SEO-and-creating-content-in-2023

It’s important that you utilize SEO insights and real-time data correctly; you don’t want to be targeting what was trending last month and is already over. AI is a great assist here, as well, as an intelligent tool can be scanning and analyzing constantly, sending recommendations for new content opportunities as they arise.

Consider how you optimize content based on intent and experience

The best content comes from a deep, meaningful understanding of the searcher’s intent. What problem were they experiencing or what need did they have that caused them to seek out your content in the first place? And how does your blog post, ebook, or landing page copy enhance their experience?

Look at the search results page as a doorway to your “home”. How’s your curb appeal? What do potential customers see when they encounter one of your pages in search results? What kind of experience do you offer when they step over the threshold and click through to your website?

The best content meets visitors where they are at with relevant, high-quality information presented in a way that is accessible, fast loading, and easy to digest. This is the case for both short and long form SEO content. Ensure your content contains calls to action designed to give people options and help them discover the next step in their journey versus attempting to sell them on something they may not be ready for yet.

2023, the year of SEO: why brands are leaning in and how to prepare

Conclusion

The audience is king, queen, and the entire court as we head into 2023. SEO and content marketing give you countless opportunities to connect with these people but remember they are a means to an end. Keep searcher intent and audience needs at the heart of every piece of content you create and campaign you plan for the coming year.

Source link

Continue Reading

SEO

Headings With Hierarchical Structure An “Awesome Idea”

Published

on

Headings With Hierarchical Structure An "Awesome Idea"

Google’s John Mueller discussed heading elements with a member of the SEO community where he affirmed the usefulness of using hierarchical structure when using heading elements.

Background Context to What Mueller Said

Heading elements <H1> – <H6> are supposed to be used to indicate what a section of a webpage is about.

Furthermore the heading elements have a ranking order, with the <H1> being the highest rank of importance and the <H6> being the lowest level of importance.

The heading element purpose is to label what a section of content is about.

HTML specifications allow the use of multiple <H1> elements. So, technically, using more than one <H1> is perfectly valid.

Section 4.3.11 of the official HTML specifications states:

“h1–h6 elements have a heading level, which is given by the number in the element’s name.

If a document has one or more headings, at least a single heading within the outline should have a heading level of 1.”

Nevertheless, using more than on <H1> is not considered a best practice.

The Mozilla developer reference page about the use of headings recommends:

“The <h1> to <h6> HTML elements represent six levels of section headings. <h1> is the highest section level and <h6> is the lowest.

…Avoid using multiple <h1> elements on one page

While using multiple <h1> elements on one page is allowed by the HTML standard (as long as they are not nested), this is not considered a best practice. A page should generally have a single <h1> element that describes the content of the page (similar to the document’s <title> element).”

John Mueller has previously said that it doesn’t matter if a webpage uses one <H1> or five <H1> headings.

The point of his statement is that the level of the heading isn’t as important as how they are used, with the best practice being the use of  headings for indicating what a section of content is about.

What Mueller Said on Twitter

A member of the SEO community was joking around and gently ribbed Mueller about using more than one H1.

He tweeted:

The SEO followed up by sharing how he preferred using the best practices for heading elements by using only one <H1>, to denote what the page is about and then using the rest of the headings in order of rank, give a webpage a hierarchical structure.

A Hierarchical structure communicates sections of a webpage and any subsections within each section.

He tweeted:

“I’m too traditional with header elements. (HTML 4 for Life! lol)

I’d still recommend using just one H1 element on a page.

I patiently go back to pages to implement header hierarchy for fun.”

John Mueller tweeted his approval in response:

“I think that’s an awesome idea & a great practice.

Header hierarchy is not just useful to Google, it’s also important for accessibility.

(Google still has to deal with whatever weird things people throw up on the web, but being thoughtful in your work always makes sense.)”

Hierarchical Page Structure

In the early days of SEO, <H1> used to be counted as an important ranking factor, one that was more important than an <H2>.

So, back then, one always put their most important keywords in the <H1> in order to signal to Google that the page was relevant for that keyword.

H1 used to have more ranking power so it was essential to use the <H1> to help rankings.

Google’s algorithm was using keywords as a way to “guess” what a webpage was about.

Keywords in the anchor text, keywords in the title tag and keywords in the <H1> helped Google guess what a page was relevant for.

But nowadays, Google doesn’t have to guess.

It is able to understand what sections of a webpage are about, and consequently, what the entire webpage is about.

Despite those advances, many SEOs still believe that using an <H1> is some kind of magic ranking factor.

Headings are no longer about shouting what keyword you want to rank for.

The role of heading elements are now about telling search engines what a section of content is about.

Each section of a content is generally about something specific.

Heading tags make it easier for search engines to know what a page is about.

And that helps them rank the page for the topic.

And according to the official HTML specifications, that’s technically the proper way to use heading elements.

Lastly, Mueller mentioned a quality of the heading element as a way to better communicate for accessibility reasons, like for people who use screen readers.

The official HTML specifications say:

“Descriptive headings are especially helpful for users who have disabilities that make reading slow and for people with limited short-term memory.

These people benefit when section titles make it possible to predict what each section contains.”

So thank you John Mueller for calling attention to the benefits of using headings with a hierarchical structure, for calling attention to how hierarchical structure is useful for Google and for accessibility.

Featured image by Shutterstock/Asier Romero



Source link

Continue Reading

SEO

The Challenges & Opportunities For Marketers

Published

on

The Challenges & Opportunities For Marketers

Google’s parent company, Alphabet Inc., reported its fourth straight quarter of declining profits.

It made $76 billion in sales over the past three months, but it wasn’t enough to meet Wall Street’s expectations.

Google’s revenue was down 9% compared to last year, and its biggest business, Google Search, saw a 1% drop in revenue. Even YouTube’s advertising sales fell by nearly 8%.

Alphabet has decided to cut its workforce by 12,000 and expects to spend between $1.9 billion and $2.3 billion on employee severance costs.

This latest earnings report shows tech giants like Google are facing challenges in the current digital advertising landscape.

But Google’s CEO, Sundar Pichai, believes that the company’s long-term investments in AI will be a key factor in its future success.

In a press release, Pichai says he expects major AI advancements to be soon revealed in Google search and other areas:

“Our long-term investments in deep computer science make us extremely well-positioned as AI reaches an inflection point, and I’m excited by the AI-driven leaps we’re about to unveil in Search and beyond. There’s also great momentum in Cloud, YouTube subscriptions, and our Pixel devices. We’re on an important journey to re-engineer our cost structure in a durable way and to build financially sustainable, vibrant, growing businesses across Alphabet.”

Alphabet’s CFO, Ruth Porat, reported that their Q4 consolidated revenues were $76 billion, a 1% increase from the previous year. The full year 2022 saw revenues of $283 billion, a 10% increase.

Going forward, Alphabet is changing how it reports on its AI activities.

DeepMind, which used to be reported under “Other Bets,” will now be reported as part of Alphabet’s corporate costs to reflect its increasing integration with Google Services and Google Cloud.

What Does This Mean For Marketing Professionals?

It’s important to stay updated on the latest developments in the tech industry and how they may affect advertising strategies.

Google’s declining profits and decreased revenue in their search and YouTube platforms are reminders that the digital advertising landscape is constantly evolving, and companies must adapt to keep up.

Marketers should consider diversifying their advertising efforts across multiple platforms to minimize the impact of market swings.

Additionally, Google’s focus on AI and its integration with Google Services and Cloud is something to keep an eye on.

As AI advances, it may offer new opportunities for marketers to target and engage with their audience effectively.

By staying informed on the latest tech advancements, marketers can stay ahead of the curve and make the most of these opportunities.

Despite Google’s recent financial setbacks, the tech giant is still a major player in the digital advertising landscape, and its investments in AI show its commitment to continued growth and innovation.


Featured Image: Sergio Photone/Shutterstock

Source: Alphabet



Source link

Continue Reading

Trending

en_USEnglish