In a market that has become saturated with information, ads and “fake news,” it is essential to establish your expertise as reputable while also creating audience-focused, quality content that is specific and uniquely intuitive to suit your audience’s concerns and needs. Thought leaders need to evolve to stand out and stay relevant in 2018. The best way to achieve this is to focus on the relationship between your content and your audience. Establishing and strengthening that relationship will help you attract more readers and get better results. However, not all types of content are created equally. Interactive, influential and accessible content are the most effective types, because they provide convenient, credible and attention-grabbing ways of connecting with current clients and potential clients.
Live streaming has proven to be the best interactive way to connect with thousands of people all over the world. Streaming was successful last year and is predicted to be just as popular in 2018. In fact, as much as one-third of all online activity consists of people streaming videos. This trend is fueled by people’s desire to connect and engage with content in a way that is fun, personal and does not compromise on quality. Some high-traffic websites, like Facebook, are already polluted with marketing content like videos and live streaming. So, it is important to look for opportunities to reach people in an interesting, interactive way that will not get lost in the current storm of content on the web. Instagram and Snapchat are examples of popular social media websites that are not over-used but are extremely effective for live streaming content.
Content amplification and influencer marketing are excellent promotional tools. Although people are usually suspicious of brand-sponsored content, this is still an effective marketing technique if paid relationships are fully disclosed. For example, think about athletic-sponsorships like Bud Light and the Toronto Blue Jays, Bell and the Toronto Raptors or Gatorade and Michael Jordan. These business relationships are transparent, mutually beneficial and profoundly influential, because an upfront, honest approach to influencer marketing builds credibility and generates a larger audience.
People are also constantly on-the-go, so creating content that is mobile and easily accessible, such as Webinars, e-Books, podcasts and online case-studies are excellent options to provide busy readers with interactive content that can travel with them. These options are all informative and useful tools for generating interest across multiple media platforms. You can also post your content on several different websites, so your audience pool increases and your articles become accessible on other web-spaces. Free online content is another excellent way to increase your following. Free content provides a risk-free preview of your services, so it creates an opportunity for you to sell yourself in a transparent way.
Even quality content can be overlooked if it is not packaged to generate interest. Products, services and information from every industry are readily available at the tips of your audience’s fingers, but to capture their attention and earn their business, your marketing material needs to be useful and it needs to be fast. Channels of communication operate differently and create different opportunities to reach audiences. No single channel is effective across the board. So, to generate more interest in your content in 2018, you have to market your services as an engaging, honest and thoughtful leader in your field by producing content that is interactive, influential and accessible.
About Alan Young
Alan E. Young is the Co-Founder and President of Puzzle Partner, the leading agency specializing in hospitality and travel technology marketing. Previously, Alan has held executive level positions with start-up companies such as Newtrade Technologies, (acquired by Expedia), Hotel Booking Solutions (acquired by IBS Software) and TrustYou. Alan is past Chair of The Board of Directors of The OpenTravel Alliance and been very involved with other industry associations most notably AHLA, HEDNA, and HTNG. With over two decades of experience in the travel and hospitality technology world, Alan specializes in helping innovative companies achieve winning performance and dramatic growth. You can connect with Alan on LinkedIn.
Puzzle Partner is the most trusted marketing agency focused exclusively on complex B2B initiatives for the travel and hospitality technology industry. We are experts at combining strategy and tactical execution in a way that doesn’t just maximize a company’s potential; it redefines it. By delivering influential content, marketing services, and public relations rooted in the skills of our team and tested through real-world experience, we help our clients gain visibility, raise their profile and ultimately increase their sales revenues. To learn more visit puzzlepartner.co.