Marketers Move Budgets to Meet Digital Potential

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    A recent article from the Weekend West based on PwC’s annual Entertainment and Media Outlook report has shown the advertising industry is going through major changes. Moving away from traditional advertising, majority of Australian marketing departments have now shifted their expenditure towards ‘owned’ channels.

    The report specifically notes that “digital and social media channels have driven this trend” with two-thirds of marketers that have moved up to 30% of their budgets away from print, radio and TV into social media, responsive websites and content marketing. To support this growing investment, companies are increasingly creating their own content in order to get their brand in the forefront of consumer’s minds.

    Content is Still King, But Brands are the New Kingmakers

    Consequently, it goes to show that quality content is still crowned king. Big brands and high-profile organisations are taking a new approach by redirecting their advertising budgets into shareable content (both editorial and video) to effectively build a stronger and much more prominent presence.

    With this digital potential, brands can now target their audience directly and access comprehensive real-time insights about their behaviour. As a result, companies have the opportunity to strategically target their customer’s needs and be more aligned with what their audience wants and unlocking significant customer value. The survey reports that three in five marketers expect to increase their marketing investment into these data analytics over the next two years.

    The Future of This Digital Potential

    Since 2013, the total amount of Australian entertainment and media spending has grown by 4.5 per cent, with internet and mobile consumer spending strengthening considerably. Over the next five years, Australia’s total entertainment and media market is expected to reach $39 billion.

    Search engine marketing has become the fastest growing item in Australian ad spend, making e-retailing a marketing goldmine. By 2018, internet advertising is expected to be the largest advertising sector, reaching $5.7 billion.

    The True Value of Perfectly Optimised Content

    To support this data and the growing trend of quality content, it’s never been more crucial to ensure all editorial is optimised to get the exposure it needs. Here are 7 essential points to remember:

    1.       Keyword research is vital: Are people searching for the content you’re writing? Keyword research should be your best friend in the planning stages of quality content.

    2.       Research existing content: Does your post have the potential to take off? Use social media tools and backlinks tools.

    3.       Write for scanning: Make use of subheadings and format text with bold, italics, underlines and colour.

    4.       Use smart headings: What headlines resonate with readers’ best? Find out here.

    5.       Inject keywords: Incorporate your keywords into meta titles, headings and subheadings, content and URL.

    6.       Optimise your images: Google has no idea what images actually are because it only reads text content. Make sure you use descriptive text and alt text.

    7.       Internal linking: Linking between web pages is valuable for two reasons. Internal linking helps search engines and your audience find content on your website more easily.

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