It is becoming increasingly important to ensure every piece of content marketers put out on the Web, social channels and even point-of-sale has value. Today’s digital savvy consumers demand that content with substance.
According to Andrea Boland, Content Strategist at WestJet, we need to get people the information that they need. So, whether it is beautiful images of sunny destinations, travel assistance with vaccinations and visas, or up-to-date information on departures and arrivals, WestJet travellers need to be able to find the information they are looking for, fast. Boland also adds that content strategists need to focus on research so they can ensure they are getting the right ideas across to the right audiences. Boland doesn’t discuss the value, but it is implied in WestJet’s approach to their Web site, where the design depends on the content and the content depends on the design. Think and rethink how your audience is going to get value from the content you put out on your digital channels.
It used to be that marketing language was so full of flowery language and buzzwords that sometimes consumers could not even figure out what a product or service was. Fast-forward to post pandemic times, if consumers must search for information, they may just leave and look elsewhere. Content strategists also struggle with the shorter attention spans of a younger generation created by video games, constant view-point changes in movies and television shows, and fast internet, so consumers need to be kept engaged.
The Core DNA article Content marketing, so what’s next? – 25 Biggest Trends outlines what content strategists should be aiming to accomplish in 2023, Lawson says that value-driven content will rise to the top. Lawson also encourages marketers to focus on interactive content, research, and evolving SEO. Content strategists will need to adapt to rapid changes in how users search for information, interact with content and ultimately how they relate to your brand.