Voice search, user-experience and visual content will drive changes in algorithms and search behaviour in 2019; and marketers will need to adapt.
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There’s a lot of misconception surrounding positioning. Everyone has differing ideas and opinions about what it is.
Which is why it’s important that we firstly define what we mean by positioning in marketing.
Positioning in marketing is very similar (sometimes the same) as positioning in business.
For a company that sells a solitary product or service (eg. web hosting), positioning is the same regardless of the product or business.
However, if you're a company with multiple brands and sub-brands (such as Coca-cola), then positioning will be different for each brand as well for the company itself.
Why? Because the company has different products, but more importantly, they have different customers.
Commonly, there’s also confusion about what positioning is and what its not. For instance, it’s irrelevant whether you have a positioning strategy or not: positioning exists regardless.
Hence the need for a positioning strategy, rather than letting your market position happen by accident.
Your positioning will form the foundation of your marketing.
It’s all about distribution.
You’ve created some killer content, but how do you make sure it gets in front of the right people? Let’s be clear; great content is only half the battle. You can have the best content in the world but unless it’s reaching your target audience, it has no value.
Content distribution is a crucial yet often-overlooked area of content marketing. Here’s 5 tips to get your content in front of the right audience.
Use the right content for your audience.
It’s easy to get excited about content marketing (I know I do!). Blogs, videos, ebooks – it’s all very exciting. However, as marketers we need to step back, relax and make a plan.
You need a plan simply because there are so many things to think about. What to create? Who to create for? How often? When? Why? These questions all need answers before you start creating content, and a solid content plan will keep this information safe and in one place - ready to be referred to whenever you start feeling lost.
Make your content count.
Content marketing is a constantly evolving industry, so it’s important that marketers continue to develop the ways they create content in order to stay relevant to their audience.
As part of this content marketing evolution, search engines and the ways people discover content is changing. Content marketing is no longer just about using keywords.
Search results now compete based on personalisation, location and 50% of search queries use 4 words or more. And that doesn't even take into account that mobile search has now overtaken desktop, and voice search is becoming increasingly important.
Because of these developments, content discovery is no longer a simple query based on user input. Instead, it is automated, personalised and more contextual than ever before.
Start with a plan, leave an impression.
Like any great piece of work, to create exceptional content you must have a plan. Without a plan, your content will lack direction and fail to deliver to your audience. Conversely, a clear, thought-out plan will be a road map to lead you through what you want to produce, when you want to produce it and most importantly... for whom.
This map will not only be a starting point for your content planning, but also a point of reference to keep you focused throughout your content creation efforts. A content plan also has a wider role, as a subset of your content strategy and ultimately, as part of your overall brand strategy.
A content plan then, is really the ability to focus your content to deliver to your brand and business goals.