Two Digital Marketing Priorities For 2014

Sonya Moré  

February 13, 2014

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Let's face it, to be savvy, marketers must push to stay on top of new ideas and new techniques that can be adapted for our own marketing efforts.

As the Director of Marketing for a data-driven digital agency, it's especially important to keep up with the latest digital trends, technology and know-how to best utilize these practices for the agency's marketing initiatives. Together with the team here at EXTRACTABLE, we advise and provide expertise to our own clients about implementing marketing strategies using the best methodologies of today and tomorrow. Of course I adhere to the same practices for our own marketing efforts.  It's a constantly evolving game. As I look ahead, I see a continuation in efforts for this year in terms of how marketers will reach audiences.

With this in mind, there are two marketing imperatives for this year that will involve developing complex strategies to engage audiences.

1. Strategic SEO - New Changes from Google

It's time to roll up our sleeves and get serious about SEO. Marketers are going to need to push SEO strategies beyond simple keyword optimization to compete in search. Google has made some recent changes to its relevancy algorithmic and seems to be making changes at a faster rate than before; there are many new components and it will require more strategic planning.

As part of this, we are shifting away from individual keywords to long tail key phrases (and in some cases key sentences), more natural searches and the overall context of content. Also, Google will be paying more attention to what visitors are doing, once they go to your site from a search result.

Because of this, marketers need to move from a search engine-only focus to strategies that focus on all digital marketing channels simultaneously. And by doing so, content that is created using strategic SEO tactics will result in reaching more customers. Kudos to Google for revolutionizing the future of SEO in a strategic way, but heed this warning, this equates to a lot more work for marketers.

To get the full breakdown of the Google changes, read the article from Search Engine Watch: 6 Major Google Changes Reveal the Future of SEO.

2. Content Strategy is Now the Top Priority 

It's no surprise that content development is increasingly becoming a higher priority as companies reap the benefits and understand the inherent value it can deliver - the ability to attract and retain customers.

Content marketing is an ongoing staple of many marketing plans.  In digital marketing, content may be distributed via websites, email campaigns, advertising, newsletters, blogs, social media, videos and more. Most of us are already spending a lot of time making this happen.

We also know that campaigns should not live in a vacuum, but rather be a part of an integrated content strategy that increases target touch points and builds on a story to enhance effectiveness. While traditional content marketing does the job of developing the larger story of an organization with a focus on how to engage and attract an audience, a content strategy deals with the planning aspects of managing the content throughout its lifecycle. As Rachel Lovinger states in Content Strategy: The Philosophy of Data, "Content strategy is to copywriting as information architecture is to design."

A strong content strategy can also be instrumental in achieving personal success. One study conducted by the Content Marketing Institute reported: "B2B marketers who have a documented content strategy are far more likely to consider themselves effective (66 percent vs. 11 percent)." See the full report from Content Marketing Institute.

If you need help with either of these two important tactics, (or anything else) don't forget to call us. We'd be happy to help you get it going.

Maybe you're already implementing a strategic SEO plan? Or you already have a great content strategy plan in place. Please share!