Our friends at Lucent Creative, a woman-owned digital marketing agency, have a few tips for navigating marketing in 2024.
New year, new approach–it’s time to sharpen our content planning game. The days of throwing spaghetti at the wall and hoping it sticks are long gone. In this era of information overload, strategic content planning is the secret sauce for cutting through the noise and capturing your audience's attention.
So, grab your coffee, and let's embark on a journey into the future of content planning.
In 2024, it's all about understanding your audience on a personal level. Consumers are craving content that speaks directly to their needs, preferences, and pain points. Start by diving deep into your audience personas – who are they, what keeps them up at night, and how does your content make their lives better?
Leverage data analytics and social listening tools to gain insights into your audience's behavior. What are they clicking on? What are they sharing? Understanding your audience's digital footprint is key to creating content that resonates. Personalization is the name of the game, and the more you know about your audience, the better you can tailor your content to meet their expectations.
Bonus! Master your social media campaign with this blog post.
Static content is no longer enough; your audience wants to be a part of the experience. From quizzes and polls to interactive infographics and 360-degree videos, the possibilities are endless. Interactive content keeps your audience engaged and invested in your brand.
Make interactive elements a priority in your 2024 content calendar. Host live Q&A sessions, create polls on social media to gather opinions, etc. The more you can involve your audience in the content creation process, the more connected they'll feel to your brand.
In the age of information overload, quality trumps quantity. In 2024, it's not about bombarding your audience with a constant stream of content. It’s about creating meaningful, high-quality pieces that add value. Invest time in researching and producing well-crafted content that solves problems, educates, or entertains. Whether it's a blog post, video, or podcast episode, make it worth your audience's time. Consumers are looking for substance and authenticity.
If video content wasn't at the top of your content planning list before, it should be now. Video content is no longer optional; it's essential for capturing and retaining audience attention. Whether it's short-form content for social media or long-form storytelling on YouTube, video is the medium of choice for many consumers.
Incorporate a variety of video formats into your content strategy. Think about how-to videos, behind-the-scenes glimpses, customer testimonials, and even interactive live streams. Video not only allows you to convey information more dynamically but also helps humanize your brand and establish a deeper connection with your audience.
Bonus! Read about optimizing your blog with video in 2024 here.
Search Engine Optimization (SEO) is still a crucial element of content planning in 2024. The way people search may evolve, but the importance of being discoverable on search engines remains. Keep a keen eye on emerging SEO trends, such as the rise of voice search and the continued emphasis on user experience.
Craft content with relevant keywords, but prioritize natural language and readability. Google's algorithms are getting smarter, and they're favoring content that provides a good user experience. Focus on creating content that answers questions, solves problems, and keeps users engaged – this will naturally boost your SEO rankings.
Artificial Intelligence (AI) isn't just for sci-fi movies; it's a game-changer in the world of content planning. AI can analyze data, predict trends, and even suggest optimizations for your content strategy.
Explore AI-powered tools for content creation, such as automated writing assistance or image recognition for visual content. AI can help you understand what content is resonating with your audience, predict future trends, and optimize your content strategy for maximum impact. It's like having a digital ally that guides you through the ever-evolving landscape of content creation.
From understanding your audience on a personal level to embracing interactive and high-quality content, the rules of the game are evolving. Video is king, SEO is still relevant, and the power of AI and UGC is undeniable. So, roll up your sleeves, stay agile, and embark on your content odyssey armed with the trends that will shape the narrative in 2024.
Need a hand with content in 2024? Get in touch with Lucent Creative’s team of marketing professionals.
Blog posts aren’t obsolete. If so, then we’d be wasting our time writing this and you would be wasting your time reading it, right? Writing blog posts are a great way to increase website traffic, generate leads, and showcase your expertise. Readers also get a closer look at your brand and learn to trust your validity as a service provider or eCommerce store. Of course, not all blog posts are well-written and won’t perform well in a search engine. We teamed up with our partners over at Lucent Creative, a woman-owned digital marketing agency, to bring you the best tips on writing blog posts that convert.
We asked Lucent Creative’s copywriter and content writer Nikki for more insight on the five mistakes to avoid when writing blog posts.
Just because your blog post covers a wide subject doesn’t mean it will pique the interests of a wider audience. Know your ideal reader, or target audience, and create content exclusively for them.
Nikki shared, “It’s tempting to take a trending topic and write broadly about it. If anything, you imagine it would rank well in search engines since it’s a popular subject. The truth is, that you always want to optimize your writing for your ideal customer. There are a lot of books out there, but authors choose a genre, then a sub-genre, and then continue to specify down to the demographic they’re writing for. The same is true for writing blog posts.
Know your audience and know them incredibly well. It affects the language you use when writing, how you speak to their needs, and of course, how successfully your blog performs once it’s out in the world.”
Utilize Alt text on photos and other visuals in your post. It’s not only helpful for SEO optimization but is also considerate of your readers who may be visually impaired.
“The trick with alt text is to keep it concise. Bring out the most vital aspects of the photo with as few words as possible. Thankfully, many stock photo sites have already provided alt text for you.”, Nikki says.
The example below shows that Pexels, a stock photo and video site, provides alt text in the URL. Nikki adds, “Make sure you look at the URL or texts provided by these sites so you can optimize them for your blog. Some photos may have alt text that is too general.”
“Formatting is one of the biggest mistakes people make in their blog posts. Attention spans are short and you want your audience to get the most from your writing at a glance.”
The ideal blog post will be easy to read. Formatting is one of the most important aspects of a blog that performs well.
A call to action is crucial in creating a blog that generates leads. A confused audience won’t take the intended next steps unless you show them how.
“Make sure your CTA matches your blog topic. When writing blog posts, it’s also important to link your CTA to the appropriate page. If your blog is educating the audience on your newest app feature and your CTA is “Download Now”, but the CTA button is linked to the “About Us” page then that complicates the reader’s journey. Your audience will bail if the CTA isn’t seamless.”, Nikki instructs.
This one is huge. Include backlinks in your posts to relative information you have created in the past. Woggle does this often to optimize our posts.
Internal backlinks have multiple perks, including:
Take a moment to think through your current blog content. Are the posts optimized with internal backlinks? It’s an easy fix and we recommend taking time to implement links in your content.
If your team needs a hand optimizing current content or writing blog posts that convert, get in touch with Lucent Creative’s team.
Nikki wraps up our interview with one last gem:
“Helping business owners connect with their audiences is one of my favorite aspects of my job. They have worked hard to build something their passionate about and they deserve to foster the leads they deserve. I get it–writing blog posts is one of those business tasks people don’t necessarily look forward to or enjoy. Thankfully, I love what I do and Kendall’s team is always happy to help.”
Emails still rank at the top of the charts in marketing and are crazy-successful if you execute them correctly.
Even with new social media platforms bursting onto the scene at what seems to be daily, a good old-fashioned email campaign still performs the best. Here are a few stats from HubSpot showing just how big of a punch emails throw at the competing platforms.
These stats are proof that you have a willingly captive audience that your organization only needs to tap into.
So, how do you create an email marketing campaign that engages your audience, generates new leads, and increases revenue? Don’t worry. We reached out to our partners at Lucent Creative, a female-owned digital marketing agency, and they agreed to give you the exact formula for a wildly successful email marketing campaign!
“Casting a wide net with your email campaign isn’t the key to success. You want to be specific by setting an overall goal for each campaign.”, Lucent Creative’s Founder and CEO, Kendall Walker shares.
Here are a few examples of goals you can associate with your email campaigns:
Lucent Creative’s copywriter, Nikki Newbauer, spoke to the value of setting specific goals. “Knowing your overarching goal for the email campaign will create synchronicity for your creative team. Everyone from your copywriter to graphic designer will be on the same page which creates a clear and concise path for your readers to follow.”
Below are the general categories most email campaigns fall under.
The more specific you are with the intention of your email campaign, the more success you will have in reaching your intended audience and reaching your goal.
“Readers will either opt-in by opening your email or deleting based on the subject line. Of course, you always hope your content will be enticing enough that email subscribers will open every email from your brand, but that isn’t the case.”, Nikki added.
Pro Tip: Spruce up your email subject lines with emojis and by using the subscriber’s first name.
Here are great subject lines to stir some engagement with your emails.
Of course, you want your writing to reflect the underlying goal of the email, but nothing gets people to unsubscribe from your email list faster than impersonal content. Write for humans, not sales (or whatever your email campaign endgame is). “If you choose to use AI platforms like ChatGPT to generate your email copy, please edit with a heavy hand. AI platforms may be able to churn out copy on a whim, but the writing is typically riddled with impersonal verbiage that isn’t relatable to readers.”, Nikki stresses.
Deep-Dive: To see more of our take on ChatGPT in marketing, read this post.
Nikki gave us a few tips to follow to make your email campaign a success.
Test your emails to see what your subscribers are engaging with. Knowing how your emails are performing is vital to your email campaign’s longevity. Use an email campaign platform that allows deep-dive analytics through A/B testing. Testing your emails is an entire science in and of itself so research how to set your platform to do the hardest work for your team.
Remember, your email campaign won’t be perfect. Use analytics to learn and adjust accordingly. Emails are a great way to build rapport with leads and build brand awareness. Follow these tips and let us know how your future email campaign goes!