Many companies struggle with determining the right content mix to be highly visible. That's not surprising, because the way people consume content and the types of content we find interesting have changed significantly in recent years. In this article we take a closer look at the content mix in 2024 and how you ensure that your content resonates with your target group.
A content mix is a combination of different contents types of content that you bring out to your target group. This mix consists of forms such as blogs, social media posts, videos, audio pieces and more.
By using different forms, you are visible on multiple channels and you will be seen more often by your target group. This ensures recognition.
Within your content mix it is important to vary between informative, service-oriented, inspiring and entertaining content. This way you can address your target group at different moments in the buyer journey, such as:
By using a mix of these forms, you can reach and appeal to your target group in different ways. What is the basic combo you definitely need in 2024?
The first form of content that you can no longer skip in 2024 is short form video. Does that mean that as a company you have to be visible on TikTok? Yes, indeed. Otherwise, you will not only miss a lot of visibility, but also many opportunities to build trust with your target group. Did you know that the average TikTok user spends about 95 minutes a day on the app?
Short form video is often recognized by vertical videos that are no longer than 2 minutes. According to a research by Neil Patel these types of videos are ideal for creating more engagement and are also the ideal teaser for longer videos such as podcasts or interviews.
Video has its place in the whole story, but we should not forget text either. In-depth blogs, valuable social media posts and client cases remain a constant to attract new customers and persuade them to buy from you.
Text also ensures that your website becomes visible in Google, so don't skip creating good web texts. On the other hand, e-books and whitepapers can be a great way to get more leads.
How easy is it if your followers, customers or ambassadors create content about your products themselves without you having to do anything? Of course, as a company you can encourage user-generated content, but if you have a good product or offer good services, this often happens automatically.
Try to show your gratitude for these types of mentions by resharing the content yourself. This also means that you have to create less content yourself.
User generated content is a must in 2024 because on the one hand it is authentic and shows genuine opinions, and on the other hand because it builds communities. That's what you need to go from content to sales.
Marketers who proclaim that you no longer need a website and that you can sell via social media are right, but sooner or later they will be exposed. You may have built up such a large community online from which you continue to attract new customers, but you will lose it in an instant if Instagram or LinkedIn stops operating tomorrow.
Own your data. Make sure you bring in leads via a website for which you have the name and email address. All data that comes in through your website is yours. Then connect a few powerful mail flows and you're off.
If you don't make yourself heard as a company on a regular basis, people will forget that you exist. By sending targeted communication via email, you ensure that your sales do not come to a standstill and that you have more returning customers than new customers.
In 2024, it is still recommended to be present on social media. You do not have to use all channels for this, but ensure a logical approach. See where your target group is present and create a profile there. Then choose which 2 or at most 3 of all those channels you will maintain by being consistently present on them. On the other accounts you simply post that they can follow you on the accounts where you are active.
This way you are visible everywhere when people are looking for you, but you don't have to be active everywhere. That is not feasible for anyone. You can easily use the content from above, such as the short form video and user generated content, as input for your socials.
If you want to make optimal use of your content marketing in 2024, we recommend focusing on this content mix for optimal results. Of course there are other forms of content that are interesting, but this is the basics. Anyone who needs help with this, feel free to message us.
