Test. Learn. Rise Up

It's all about natural selection.

Are You Fit Enough?

Experiment and Be Flexible

How do you stay up to date with evolving consumer preferences and content marketing trends? Even making sure your website content is working well for you, is a big challenge. And with so very many content marketing formats, we really do have to bring in the big guns!

I'm talking about your marketing technology (MarTech) tool stack. The software that you can use to do everything from target audience segmentation, define buyer personas, manage prospect and customer communications, create powerful content, test out what content works, and what doesn't, so you can learn, adapt and rise up.

Once you have spent time gathering customer intelligence, defining who your ideal customers are and what they expect from you. The most powerful tool you have is content. Content that is tailored to appeal to the buyer personas you have defined will be more engaging and more likely to identify with your brand.

A good example of a clever content marketing strategy that tailored content to segments of it's audience, increased leads by 124% after launch . ([https://www.marketingsherpa.com/article/case-study/targeted-persona-content-marketing-strategy])

There are plenty of use cases where businesses have really benefited by seeking to understand their audience and produce content that not only attracts more SEO traffic, but increases leads from all online channels. It's not just any old lead either, these leads are Marketing Qualified Leads (MQL) that may already meet the criteria to become a Sales Qualified Lead (SQL).

How warm are your leads?

With Artificial Intelligence evolving much faster than any consumer trends, we can at least rely on it to create powerful content. AI can even generate personalized content recommendations and more. Many of the best marketing tools integrate with AI now, so you don't need to head over to ChatGPT - unless you'd like to test out your own 'prompting' skills.

Here's a snapshot of a few emerging general content trends in 2023:

Marketing Content Trends 2023

More Personalized

If you want to make real, lasting connections with your audience - your consumers, prospects or customers, you need to look beyond the age and location and much further into the behaviours and personal interests that link individuals to the wider world. All you have to do then you have to learn to talk their language and watch your revenue increase. Read More

More Authentic

Modern consumers don't want old-school marketing blurb. They are engaging with true stories about real people with issues that they can relate to. Take a closer look at any of the most successful brands and see how they are striving to make meaningful connections with their audiences with empathy and heart-warming content.

More Interactive

Who has the time to just sit and stare at something that doesn't move or try to engage us? If your content is static, using short-form content with a CTA can be more engaging for your web visitors. In 2023 audiences are just as fickle as they are impatient.

Experiment with different formats and marketing channels and don't be afraid to fail - this is how we learn. The more we test, the faster we learn and the higher we rise. Change is both scary and risky, thankfully there are tools that mitigate risks to your business.

There are lots of very good MarTech Tools that can automate A/B testing and help you learn what website designs your customers like and engage better with.

Learn more about MarTech Tools here