This article was originally posted on the Hub Spot blog
5 Marketing Channels to Focus On In 2019
Even though Field of Dreams is one of my favorite movies, the saying “If you build it, they will come” sadly doesn’t apply to content marketing. Too often, we forget that content marketing consists of two keywords — content and marketing. Creating content is usually the most fulfilling and enjoyable part of a marketer’s job. But distributing that content is just as crucial for your marketing success because if no one sees your content, they definitely won’t come.
To help you determine which marketing channels you should distribute your content through, we’ve put together a list of the marketing channels to focus on in 2019. Read on to learn about the marketing channels that can amplify your reach, resonance, and revenue.
- Word of Mouth
- Social Media
1. Word of Mouth
Only 4% of consumers believe marketers practice integrity. So what’s a marketer to do when the very people they need to persuade don’t trust them? They need to rely on their customers’ recommendation of their brand.
People trust customers over marketers because marketers have an agenda — they promote their product or service to generate sales. On the other hand, customers will only rave about a product or service if it truly benefited them.
To create as much word of mouth marketing as possible, you need to stay laser-focused on developing the best product or service possible and providing top-notch customer service. In other words, you need to serve your customers needs before your own. Only then will your customers turn into a loyal, passionate tribe that will recommend your brand to their friends and family.
According to a content format study conducted by Edison Research and Triton Digital, people age 12 and older are listening to online audio content at unprecedented levels. On average, people spend 17 hours per week tuning into their favorite podcasts, online radio shows, and audiobooks. There are also 14 million more weekly podcast listeners this year compared to last year, which is more than Guinea’s entire population.
The demand for audio content has exploded, but that doesn’t mean people will listen to your branded podcast just because it’s a podcast. In reality, they’ll only listen to it if it can hold their attention and, ultimately, entertain them. Otherwise, producing yet another interview-an-expert podcast like everyone else will only add to the noise flooding the internet.
One of the best ways to slice through all that corporate clutter is by creating a show that has a unique concept and tells stories of real professionals in your industry. According to researchers in the neuroscience field, storytelling is the best way to capture people’s attention, bake information into their memories, and resonate emotionally with them. The human brain is programmed to crave, seek out, and respond to well-crafted narrative — that’ll never change.
Wasn’t email supposed to die this year? And last year? And the year before that? As much as marketing gurus claim the final nail of email’s coffin is forthcoming, the data tells us it’s not even close. In the U.S., email usage has grown every single year since 2012 and 91% of American internet users use email.
As of now, subscribing to your favorite online publications through email is the best way to keep up with their latest stories and news. And since it takes an average of six to eight touch points to generate a qualified sales lead, persuading people to subscribe to your emails and, in turn, constantly consume your content will generate more leads and revenue for your business.
Growing an engaged, loyal subscriber base also speaks volumes about the quality of your content and its emotional resonance. Even though hoards of content saturate the internet and most people’s inboxes today, people are still actively engaging with your content, which is a clear sign that they actually value it.
4. Social Media
Most people surf social media to escape everyday life, entertain themselves, and connect with others. Sometimes, though, brands forget why people use social media in the first place, blindly pushing their content to as many people as possible.
With over 2.7 billion social media users across the globe today, millions of brands have promoted their content on these platforms for years. But the popularity of social media has flooded each platform with heaps of articles, photos, and videos, skyrocketing the supply of content while the demand for it has plateaued.
So how can brands cut through the noise? One strategy is to publish engaging videos, interact with fans as much as possible, and post content that doesn’t direct users to another website, like insightful status updates instead of links.
Search engines are arguably the best marketing channel for acquiring attention — most people discover new brands and publications through Google. In fact, according to Google, 89% of B2B buyers and 81% of online shoppers use search engines to research new products and services.
Search engines are also one of the highest converting marketing channels. Since people actively search for answers to their questions and solutions to their problems on Google, they’re likely to download your offer or sign up for a free trial if you can provide them with what they’re looking for.
To build a thriving organic presence online, consider implementing the pillar-cluster model into your blog. Using this strategy, you’ll create a single pillar page that provides a high-level overview of a topic and hyperlinks to cluster pages that delve into the topic’s subtopics. This signals to Google that your pillar page is an authority on the topic.
Hyperlinking all of the cluster pages to the pillar page also spreads domain authority across the cluster, so your cluster pages get an organic boost if your pillar page ranks higher, and your cluster pages can even help your pillar page rank higher if they start ranking for the specific keyword they’re targeting.