Global Resources Consultants Offer Content Marketing Tips for 2017 and Beyond

CHICAGO - Sept. 14, 2017 - PRLog -- Like many aspects of marketing, content marketing does not remain static. The manner in which target audiences consume content changes from year-to-year, largely due to changes in technology. A decade ago, people consumed content mainly in print. Now, it's mainly in electronic formats. Veteran consultants with the Global Resources consultancy firm are now sharing invaluable content marketing insights for companies seeking to strengthen marketing campaigns in 2017 and in the years to come.

Create Content for Viewing on Mobile Devices

Last year, mobile web browsing numbers surpassed those of desktops for the first time in history. That is a major indication that more and more consumers are using their mobile devices to surf the web. Already, a good majority of online shopping is done on smartphones and tablets. The trend seems to remain the same for content consumption as well. This indicates to marketers that content should be made easily accessible on mobile devices.

Aim to make images and other visual aids accompanying posts quickly loadable on a smartphone. This would involve compressing images and other techniques to keep the bulk of the content as minimal as possible. Also, the way posts are written may have to change as well. Mobile users do not spend time reading long articles the way desktop users might. Keeping content short and less textual may increase viewership ratings.

Create Video Content

Rather than written articles, most mobile viewers prefer to watch video, Global Resources LLC (http://globalresourcesreviews.com/) consultants point out. Therefore, all content marketing campaigns can definitely improve with a new focus on producing video content. Even desktop users are consuming more video content online on streaming websites, social media sites like Facebook, and also on dedicated video sites like YouTube. This is a trend that marketers should definitely take advantage of.

Know How to Measure Success of Content Published

In 2017, the success of each piece of content produced is not measured by the volume of traffic it generates. There are two extremely important metrics that determine whether a piece of content is successful or not. The first is the conversion rate, and the second is the average time a user spends reading or watching the published content.

The conversion rate is an extremely important indicator that is directly tied to how successful the content is. If people stumble upon an article or a video that the marketing team has put out, and then they end up becoming customers, then the efforts have been a major success. The rate of this conversion is what matters. The average rate of conversion is about 2.35%. It seems low but should be an achievable goal. However, content producers should aim higher and try to reach a near 10% conversion rate.

The average time spent on each piece of content should be higher than a second. This is also referred to as the "engagement metric". It should be ideally between 5 seconds and 30 seconds for regular content that is not lengthy. Engagement is also measured in social shares. It's harder to measure, but businesses should look at how social shares for their content compare against social shares for competitors.

While keeping the above in mind, small businesses should also focus efforts on finding weaknesses in their current content marketing plans. Spot the weaknesses and do something about them to enjoy a successful content marketing plan in the years to come.

About Global Resources:

Global Resources LLC is a business development group and a general management consulting firm that provides services primarily to private small and medium-size companies in North America. Global Resources helps companies maintain positive cash flow, control costs, and accelerate profitable growth. Our consultants create plans of actions for companies to meet their goals, produce results, and succeed in the future.

Contact: Global Resources at 1-800-531-7100