Great Lakes Wire

As 2025 approaches, content marketing is expected to see a new focus on return on investment (ROI), video content, and search engine optimization (SEO). Marketing professionals are increasingly overwhelmed by the number of platforms they manage. According to Hootsuite, the average social media user logs into approximately seven platforms each month.

Given this statistic, it is important to determine the effectiveness of all tools and each platform’s audience and engagement. Completing regular audits based on unique key performance indicators (KPIs) is critical. Staying up-to-date on user research for each platform helps determine if it has the right audience for a product or service.

Before discarding a platform completely, it is advisable to analyze its metrics thoroughly. If a platform seems suitable but lacks desired engagement, the content might not be fitting for that platform.

“Social media users today want to be entertained and they want information that is useful or helps them professionally.”

Marketing experts suggest examining published content to ensure it presents expertise in an entertaining manner. It is also essential to understand why users are on a particular platform and what activities they engage in there. For instance, Instagram content differs from LinkedIn content; however, repurposing the same content appropriately can reduce creation costs and maximize returns across platforms.

Re-allocating budgets towards video creation can significantly increase user engagement and cross-platform usage. A Wyzowl marketing study indicates that 89 percent of customers want more videos from brands. Despite apprehensions about cost or ROI measurement, video remains an effective medium for sharing information and expertise in an engaging way. Collaborating with a trusted vendor who supports content strategy, produces videos, and interprets analytics can be beneficial for marketers.

AI continues to play a crucial role alongside SEO in drafting ideas, creating headlines, and developing metadata for SEO purposes. These elements need to capture attention both from readers and search engines simultaneously.

Personalization remains vital for successful content strategies. Using AI efficiently requires reviewing outputs critically while keeping the audience in mind and editing appropriately for specific platforms. Tools like Google Analytics assist in locating keywords and phrases that enhance SEO across various platforms.

Heather Isch, who has worked in marketing for over 25 years, notes that although the landscape becomes more complicated annually, it also offers new opportunities for growth and innovation. She advises turning to trusted marketing partners for guidance if feeling stressed rather than excited about these changes.

Originally published in SBAM’s September/October 2024 issue of FOCUS magazine.