Due to global lockdowns, consumer appetite for content consumption grew substantially in 2020. The OTT industry felt the benefit and is now predicted to generate more than $485 billion by 2026. With more consumers than ever cutting the cord, the sector has seen several OTT services expanding in the past 12 months, together with telcos putting increased pressure on traditional players.
Yet no one knows exactly what direction the market will head in once we can leave our houses again. Some predict a ‘cooling’ down effect later this year due to a mix of subscription fatigue and other retention issues, compounded by a return to higher acquisition costs. Whatever happens, there’s no denying that consumer expectations have changed once again, and delivering a stellar experience will depend on continued innovation. In turn, this presents many opportunities for vendors at a time when content consumption is hitting record highs, with subscriptions up by 60%.
As the industry looks to navigate those opportunities and sidestep the potential pitfalls on the horizon, let’s consider how a foundational content marketing approach – made up of four main tactics – can help vendors cut through the noise and generate leads.
Build up a bank of content
With the number of OTT TV and SVOD subscriptions on track to reach 2 billion by 2025, the industry will be looking to vendors for actionable advice on how to capitalise on the opportunity this creates, as well as how to also tackle the challenges ahead in response to heightened consumer demand.
Having a dedicated resource centre on your website full of focused, pain point-driven, and educational content is the best place to start. This will become a valuable channel for communicating your expertise, while enabling you to grow the volume of traffic to your website.
From in-depth thought leadership-led blogs to whitepapers, reports, case studies, use cases and more, you should focus on building a bank of content that will not only engage, but educate and nurture in order to increase goal conversions.
A good way to achieve this is to enhance h content with unique insights, anonymising and aggregating the vast amounts of data at your disposal from client deployments. Not only will this help position your brand as a thought leader, it’ll also help amplify your ability to educate and nurture your target audience – a win-win.
Increase your visibility with SEO
In 2020, more than 75% of B2B traffic came from organic search, and this is only going to increase in 2021. But, this year, it’s important to take a more informed approach to blending SEO with your content marketing strategy, by focusing on search intent. Particularly as you’ll have additional opportunities to reach your target audience with education and informative content as the pandemic lens shifts. And SEO will have a key role to play in getting that content in front of your prospects.
What objectives are visitors to your site trying to accomplish? Can you provide them with the most complete answer to their question, in order to meet their search intent? You should ask yourself this when creating any content that sits on your resource centre.
Don’t forget to use website analytics to your advantage, too. Key metrics such as bounce rate, session duration, and page speed provide a goldmine of insights into user behavior. Which content are visitors engaging with most? How are they behaving? Where do they stop reading? By understanding your prospects’ browsing habits, you can more successfully optimise your content.
Engage prospects with webinars
Webinars have been an important part of the content marketing mix for some time. In fact, research suggests more than half of marketers run upwards of 50+ webinars a year. But this is a trend that has become even more important in 2021, as the absence of face-to-face interaction with prospects looks set to continue.
Creating insightful, data-driven webinars is a great way to re-introduce a human element to your brand, whilst being able to communicate your unique industry viewpoints at scale. Enabling live chat within your webinar is a powerful way to keep the conversation flowing, too, giving prospects the option to engage with you and your brand in real time – even if the webinar is pre-recorded and the answers are provided by a member of the sales team on the line.
Repurpose your content
Repurposing your content to maximise its value is also key. The easiest way to make your existing content work harder is to focus on developing high-quality, engaging assets in the first place. This way, you can more easily recycle it.
For example, invest your time and resources into creating long-form lead-magnet assets such as a data-driven report. That report can then be repurposed and turned into a series of blogs, an infographic, the loose storyline for an animated video, and much more.
Refreshing old content is another good tactic. If you created a blog post for your resource centre last year that performed well, you can compound that success by updating it. Introduce new stats and sections to make it relevant to for readers in 2021, then add it back into your promotional workflow.
Refreshing and repurposing content can also happen across different channels. Your latest video on might not have performed as well as you’d hoped on LinkedIn, but if you cut it down to a 15-second clip and share it on Twitter it could perform as a highly engaging asset. The key is to give your content as many opportunities as possible to perform at its best.
Ultimately, 2020 presented many opportunities for broadcast and OTT vendors to attract new customers and cement their position in the market. And 2021 is the year to capitalise on that. But with the world still in lockdown, doing so will require a heavier focus on content marketing.
Get in touch to find out how we can help amplify your reach.