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    Slaven Fischer: Creativity doesn’t reside in buildings but in people, no matter where they are. It’s natural for people to work from home.

    Janja Božič Marolt: As in every crisis, there will be a lot of victims and some winners in the communications industry of the region.

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    Robert Wester: Strategic communications is at the top of the European Commission’s agenda

    Chris Pomeroy: Tourism in 2019 accounted for 1 in 10 jobs on the planet and until now it was resilient to all manner of crisis

    Andrey Barannikov: The role of PR in Russia is changing and becoming more strategically important both for brands and communication agencies

    francis-ingram-naslovnica

    Three questions for Francis Ingham, Managing Director of the Public Relations and Communications Association (PRCA) & Chief Executive of the International Communications Consultancy Organization (ICCO)

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  • Vijesti

    Wüsthof Sharp Systemic Brand Identity with Gigodesign wins Red Dot Award

    How to win a Grand Prix in Cannes?

    The best of Latvian and Estonian advertising

    Enjoy the summer with Cinedays Film Factor 20

    Lokomotiva and SentecaCommerce signed a partnership for 12 European markets

    Virtual Drumming with Fernando Machado, Karolina Galácz, and Thomas Kolster

  • Tema sedmice
    daljinski-naslovnica

    Television Audience Measurement: In Serbia, the media are in a race to the bottom for every extra “click”, while in Croatia HTV has undermined the principle of joint monitoring

    This global pandemic, coronavirus, cuts across all geographical borders regardless of cultures and language. What is the role of Public relations today?

    Slaven Fischer: Creativity doesn’t reside in buildings but in people, no matter where they are. It’s natural for people to work from home.

    Janja Božič Marolt: As in every crisis, there will be a lot of victims and some winners in the communications industry of the region.

    Shortcutting Video: New Study Highlights the Effectiveness of 2-second Ads

    Topic of the Day: Can artificial intelligence replace human intelligence and emotions. Is technology a servant or a master?

  • Intervju

    Miranda Mladin: Keeping consumers’ attention is every brand’s biggest challenge

    Nataša Mitrović: I understood that the Balkans should be my primary target area and that, once I had become a shark in the Balkans, then I could make my way “back” into the big world and swim in the sea with the other sharks.

    Ivan Stanković: I admit to having great fun and enjoying myself enormously working on my show, What I am to you and who I am to myself.

    Scott-Gould-naslovnica

    Scot Gould: Stop doing anything that you do that isn’t valuable, tell everyone about that offering, and don’t stop!

    lazar-naslovnica

    Lazar Džamić: We are experts at preferring the byways, swamps, and chasms, so that we can keep on going in circles, lost in space

    Irena-naslovna

    Irena Kurtanjek: Contributing to the Communities in which we Operate is the Foundation of Nestlé’s Business

  • Kolumna

    Sponsors? What that?

    misa-naslovnica

    Miša Lukić: What can start-ups learn from sperm?

    Do Brands Always Need to Sell Aggressively to Grow?

    Price of Hate

    The Advertising Industry: From Alchemists to Distributors and Back Again

    Milena Garfield: It’s not long since I said: If it ain’t live, it’s dead

  • Dnevnik

    Diary of a Methuselah #176 Will our industry come out of this better and smarter?

    Diary of a Methuselah #159: Ivo Pogorelić and Zoran Todorović weren’t attractive enough for sponsors in Sarajevo

    Diary of a Methuselah #157: The Young Leaders of Tomorrow, a great event for young people who are ready to assume responsibility for the future of industry

    Diary of a Methuselah #156: I’ve been writing my Diary for three years now, and I don’t think I wrote anything smart

    Diary of a Methuselah #154: Three days at the PRO.PR Conference

    Diary of a Methuselah #153: Portal Media Marketing starts a new life today

  • Mladi lideri

    Mladi liderji – Uroš Zorčič, New Moment Ljubljana: Vedno gledam na dela sama in ne postavljam v ospredje posameznih ljudi ali agencij

    Mladi liderji – Saša Droftina, Luna \TBWA: Želela bi, da bi se spremenil odnos do pitchev

    Mladi Lideri Kristina Gregorc

    Mladi liderji – Kristina Gregorc, Mercator: Zelo sem optimistična in izjemno ponosna in vesela, da sem del tako velike in uspešne ekipe

    Mladi Lideri

    Mladi liderji – Maša Crnkovič, Futura DDB: Največji izziv je vpeljava podatkov in feedback-a uporabnikov v procese dela

    Young leaders – Aneta Nedimović, New Moment Belgrade: Articulating ideas and the value of those ideas is an art form and a skill

    Mladi liderji – Matjaž Muhič, ArnoldVuga: Želel bi več časa za razmislek, za delo, za raziskovanje

  • Tri pitanja

    Robert Wester: Strategic communications is at the top of the European Commission’s agenda

    Chris Pomeroy: Tourism in 2019 accounted for 1 in 10 jobs on the planet and until now it was resilient to all manner of crisis

    Andrey Barannikov: The role of PR in Russia is changing and becoming more strategically important both for brands and communication agencies

    francis-ingram-naslovnica

    Three questions for Francis Ingham, Managing Director of the Public Relations and Communications Association (PRCA) & Chief Executive of the International Communications Consultancy Organization (ICCO)

    3 questions for Svetlana Stavreva, President of the International PR association (IPRA): Today, people are demanding that organizations do what they promised

    Three questions for Petra Krulc, Senior Vice President of Celtra

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The 4 Most Important Content Marketing Changes in 2017

As content marketing continues to dominate effective digital marketing plans, you're going to see these four changes impact what you've been doing in 2017

26/01/2017
in Opinion
3 min read
The 4 Most Important Content Marketing Changes in 2017

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

Source: Inc.
By: Bill Carmody, Founder and CEO, Trepoint

Nearly a decade ago, Seth Godin famously said, “Content Marketing is the only marketing left.” While that is certainly an extreme view, it illustrates the continuously growing impact of content marketing for both business to business (B2B) and business to consumer (B2C) marketing efforts. As we’re nearly through the first month of 2017, its good time to firm up your content marketing blueprint and ensure that your content marketing plans align with the biggest changes that will impact your success.

What’s different in 2017?

  1. Research & Data Driven. The volume of content continues to rise, with over 70% of marketers saying that they will create more content in next 12 months. This means there’s no more room for gut checks and assumptions about the needs of your ideal customers. The sheer volume of available content requires that you become extremely narrow focused on delivering the answers that your customers seek. This requires that you do your homework. Rather than focusing on what you want to say, you need to leverage websites like Buzzsumo as well as search engine marketing tools such as Google’s Keyword Tool and power tools like Moz to better understand what your customers want from you. It’s also a great idea to deploy powerful social media listening tools such as Brandwatch.
  2. Mapping Unmet Needs to Your Customer’s Journey. Knowing what your ideal customers want to better understand is only the first step. Then you need to map these questions and unmet information needs to the most appropriate step in your customer’s journey. This is important because you need to fully appreciate where your ideal customers are in their buying journey. Does this particular issue drive their initial discovery of your business? Or is this particular content need further down the line when they are looking to engage with someone who can help them with their challenge? Have they already done all their research and are just looking for reasons to buy from the best business that solves their particular problem? Most importantly, what contributions could your raving fan customers make to this particular topic with just a little encouragement? Mapping unmet needs to your customer’s journey gives much needed context to the content you’re creating and therefore much more relevance.
  3. Mobile First. It’s surprising to me that this is still a thing, but many companies are still focused on the laptop experience rather than the mobile one. With the bulk of your audience checking out your content via their mobile devices, all of your content developed today must be viewed via smartphones (not laptops) to ensure you’re seeing what your customers are experiencing. If you need some stats to convince your team why all of your content marketing should be mobile first, I recommend this post, 31 Mobile Marketing Statistics to Help You Plan for 2017. My personal favorite is: Google says 61% of users are unlikely to return to a mobile site they had trouble accessing and 40% visit a competitor’s site instead. (McKinsey & Company). Bottom line is that your customers expect to access your content marketing on their smart phones and are frustrated when they can’t. Making your content freely accessible via mobile devices is not optional – it’s a well-established expectation.
  4. Influencer Content Will Drive Relevancy. Last, but not least, the potential customers you’re looking to attract would prefer to hear about you, not from you. This is an important distinction that explains the explosive growth of influencer marketing. Yes, your ideal customers want the information you’ve worked hard to develop. They would just prefer that they discover this content from a trusted friend, family member or respected influencer. People trust their peers’ opinions of brands more than they trust what brands say about themselves. How much more? By as much as 92%! The simple truth is that today’s consumer is savvy and has felt lied to by companies. There is a need for authentic conversation that is not typically being met by brands. Trust has faded and now more than ever, real people want to hear from real people about brands they should trust.

Lastly, if you’re looking for additional help as you’re developing your content marketing, be sure to check out the 20+ Best Free Content Marketing Tools and Apps (and How to Use Them), as well as this wealth of content marketing statistics if you need some stats to help you make your case for enhanced content marketing efforts in 2017.

Tags: Content Marketing
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