2013: A Content Odyssey

If 2012 has left you slightly baffled about your marketing strategy and how social media fits in, then you’re not alone. Many small businesses will need to take stock and look at how they move forward in 2013 and where their time and efforts are best spent. However scary the modern marketing world may seem, if you break it down, these new elements are all simply channels through which you can, more easily than ever before, reach your target customers. Email was new once, remember? The difficult bit is creating the right content to put through these channels which will engage your targets and ultimately get them to spend their money with you.

For websites, content is always important and with developments in search engine technologies, such as Google Panda which lowers the rank of both low-quality sites and big user-contributed sites (e.g. eHow.com), quality content is a top priority. Job roles that didn’t exist two years ago will become commonplace, such as Content Developers/Editors, Web Copywriters, Community Managers and Brand Journalists. Small businesses should look to engage these skills from the creative services community to help them ride this next wave of marketing activity. There’s no need to employ an entire agency when one great freelancer will do.

Going mobile is also proving its worth as a business model. Whether this means optimising your current website and applications for mobile devices; enabling your workforce to work from anywhere; or indeed if your business model could work in its entirety as a mobile operation, is worth pondering over a pint. Perhaps a mobile application itself offers a better opportunity to expand your reach, either through app development, sponsorship or purchase. Consumers are app-crazy, downloading everything from apps that let users play games or read the news to those that enable mobile shopping or access to how-to advice. The key is to build apps consumers would be interested in or find enjoyable and market them appropriately. The existing and forecast statistics about mobile application downloads, revenue and developer take home figures make for eye-opening reading. So, where will 2013 and beyond take you and your company’s marketing strategy?

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