‘Business as usual’ has become ‘business unusual’ since the coronavirus pandemic began sweeping across the globe. While businesses are closing left and right, yours could be next, unless you change your strategy and the direction in which you’re steering your endeavors.
One of the easiest ways to adapt to doing business in a pandemic is to change your social media content strategy. Here are some content marketing tips that should factor into your decisions:
The move toward video
Where images accompanied by text used to satisfy the people who visited your site, things have changed significantly in recent years. There is so much competition, and you have to find ways to make your content more engaging so that people won’t leave your website in favor of another.
Instructional videos is the latest trend being used to keep site visitors’ attention. People have less time to read the text on your website. However, they will spend time watching a video that interests them.
From product demonstrations to vlogs to webinars and tutorials, there are so many options available to you when it comes to video content. Experts advise that you always include subtitles in your videos as many users start by watching without sound.
Post interactivity
Those using social media in sports types around the world have found that interactive content is essential for fan engagement. Whether they publish polls, 360-degree photos, and videos or quizzes, these posts tend to stimulate viewer retention.
According to Greenfly, this is one of the principal reasons that fans have remained engaged and loyal throughout the pandemic, even though they are currently unable to see their favorite teams in action.
What works for the sports sector can also work for your business. Look at the content you’re posting and see where it has the potential to allow your customers to interact with it.
Application of SEO
Search engine optimization (SEO) is still very relevant in making the content you post more prominent in search results. Simple analysis can reveal the keywords you need to be focusing on, and they are what you build your content around.
Be careful with SEO, however. The inclusion of keywords is important, but it should be balanced with organic, top-quality writing. When the content stops making sense because it is overloaded with keywords that seem to have been randomly inserted, search engines and readers will reject it.
Use your voice
An increasing number of Google searches are voice-activated. People on the move don’t have time to type in search parameters. Instead, they want to ask for information the way that they would do with another person. How are you going to get your website front and center in these circumstances? There are no easy answers to this question.
Experts advise that you build your content around a natural language search. Remember, people type in disjointed English when they’re searching, but they are more likely to speak in full sentences when they’re conducting a voice-activated search. The role of SEO and the keywords it prescribes continues to be valid.
Go beyond personalization
Personalization has been around since the creation of the very first website. So, sticking to the rules of using some market research and targeting your message at a relatively broad group of people is no longer effective.
You need to go a step or two beyond basic personalization. To do this, you need to find out a lot more about your customers and target audience. Gather this type of data from people who visit your website. From that, you can generate a highly specific group dynamic to target in your marketing approach. It allows you to tailor-make your message to appeal directly to them.