I remember 2013 when I started a series of whiteboard-style videos on YouTube. Something I learned to appreciate, but at that time, it always irritated me that I was unable to measure the ROI of each visit, view, or click.
Let’s move on to 2020, and I still can’t measure it as efficiently as our Inbound strategies, but boy, my mind has changed.
This happened as an afterthought as we created videos, online courses, and webinars to consolidate the brand that many people love. From the beginning, we were always focused on generating value for our audience, which is why it happened.
But, on the other hand, we only measure Inbound metrics. We didn’t have brazil cell phone number list a single person really focused on our brand, and that was a big mistake.
Your brand is powerful; it brings people to your site, curious to know about you. Make people talk about you. For early-stage companies, Jason Lemkin created the definition of mini-brand:
“[A mini-brand is] when at least a handful of folks in your core, target customer audience begin to hear about you. Just some, just a few.”
Many professionals are noticing this. In a world where Google gets more and more clicks on your search page, and algorithms change all the time, your brand is what will make people look specifically at you.
So, for 2020, we will see more public relations and branding professionals being hired and working together with the growth teams.
# 4: Content will focus on creating and nurturing their own channels
The death of the Content Marketing team will set us free to finally understand that everything is content.
Brands will need to create more content than ever before. Generating value for the public will be the cornerstone of branding strategies.
For 2020, you can expect companies to create more podcasts, more blog posts, videos, etc. That’s what always happens (and it’s the reason why I hate when people say “this year is going to be the year of [insert a content format here]”).
What will change is that, as brands become publishers, they will invest in getting rid of mediators to reach the public.
That is the smart thing to do. You don’t want to be forever fighting an algorithm or being caught off guard in a new SERP change.
A Sparktoro survey revealed that less than 50% of all Google searches result in a click. So much work to bet all the chips on organic traffic.
Every day someone suffers at the hands of YouTube’s crazy content ID system.
Suddenly, a content platform on which you have created your entire audience decides they’re going to change how monetization works, and you are prevented from making money there.
That’s what happened earlier this year with Hacker Noon, a famous publication that left Medium to create its platform. It’s a great story that reinforces something I always tell people: don’t build your house on rented ground.
If you really want to succeed in Marketing, don’t build your home on rented ground. Focus on your own channels.
An essential part of the branding strategy will be using SEO, paid media, and social media to bring the audience to their channels. When someone subscribes to your newsletter or podcast, it means they like your brand and your content. This is powerful.