Content Marketing Trends for the Supply Chain!

Content has never been at the forefront of supply chain company marketing strategies. However, things are starting to change and companies have started investing significant time in their marketing services, particularly content marketing, which has become such an indispensable part of a healthy online presence.

In this article, we want to look at the types of content that are very popular right now and why chain suppliers should explore them in order to build a solid brand image, provide valuable information to their customers, and establish thought leadership in their niche.

Let’s dive right in, shall we?

Exploring video content

Video content took over the internet a few years ago, around the time that social media platforms like Facebook started playing videos automatically in their users’ feeds, and websites like YouTube started playing videos continuously to their customers. This has a significant impact on SEO.

Some sources report that search engine algorithms have started favoring websites with video content. This may also be related to the fact that users typically spend far more time on a page watching a video than usual, earning the company “SEO points” for engaging their followers. Whatever the reason, it will benefit your company’s efforts to be present on the Internet.

However, the aspect that can bring the greatest benefit to supply chain companies is the humanization of their brand.

Content marketing trends today revolve around the concepts of authenticity and transparency. Informative videos can serve as an essential tool to create an image that your customers will appreciate. And you might be wondering why video content? Essentially, it has to do with its accessibility. It is much easier to consume compared to other media types and you should consider buying views.

Take your customers on a tour

Various social media platforms have introduced 360º photos, which have added another dimension to our online experiences. However, supply chain companies can take this to the extreme by creating 360º tours of their facilities.

You can take your customers on a trip and show them the special features of your facility and the people who work there. This is another brilliant way to humanize your brand. Aside from being a much more interactive and efficient way to market your services, it will create a human connection between your existing and potential customers with your business and the people who represent it.

Concluding the video content section of the article, we want to provide you with a list of key things to consider when adding your content to maximize the transparency applied to content in a variety of formats from text can to infographics.

Here you are:

  1. Be straightforward with the way you price your services or products.
  2. Never hide customers’ experiences and let other customers know their ratings and opinions, whatever they are.
  3. Align the content with your overall mission.
  4. Make content a channel that makes working with you more enjoyable.

Find the golden mean of the text

When writing content for the small business blog, there is an important distinction to make: writing for SEO and writing for people.

If you focus too much on the former, your text becomes unbearably readable, which pretty much discourages your followers from coming back for your content and defeating the purpose of content writing in the first place. On the other hand, focusing too much on the latter will be detrimental to your search engine rankings. It is therefore necessary to look for a golden mean.

Create content for people

It can be argued that the algorithms behind Google’s ranking principles prioritize human experience over keyword density. You may recall that fifteen years ago the Internet was flooded with pages that ranked at the top of search results for very important searches that contained nothing but keywords and text fragments. It was the total opposite of a positive user experience.

But also think about the machines

The focus on the human experience in no way negates the need to properly optimize your text for the algorithms.

First of all, you need to take care of readability. This aspect of content writing is commonly measured using the Flesch-Kincaid scale. It measures word complexity, number of adverbs, passive voice, sentence length and other important metrics to help you determine how readable your text is for an average person.

Second, keyword density isn’t completely written off; It can be argued that it has less impact on your rankings.

For this reason, it is imperative to find the middle ground between writing natural, insightful and elegant copy, while also considering the more technical aspects of writing content.

Optimizing text for speech

Voice technology has become one of the most fascinating parts of content marketing because this technology is so different and has changed the way we perceive content in general. It’s safe to say now that there are more questions than answers in this area, but we’re starting to get a better understanding of how to make our texts more accessible to language assistants.

Furthermore, this is not a trend that will die down any time soon as the number of voice searches performed daily continues to increase and become a widespread means of searching for data on the Internet. Plus, it’s having a significant impact on the way we do things online, which means businesses of all industries and calibers should start optimizing content for speech right away.

Here are a few things you need to do to better adapt your content for speech technology:

Here are a few key tips for optimizing your content for voice search:

  • Adding conversational features improves rankings and is favored by search engines
  • Deliver the ideas faster and with less fuss, and you need to make them accessible to people of any education
  • Structure your articles so that they have a lot more bullet points and have a clear and accessible structure. Make it look like an FAQ
  • Check out adding long-tail queries
  • Above all, focus on the value of the content to the readers

Chatbots and Engagement

Chatbots have become one of the most fascinating ways to collect data and distribute valuable content to your customers and followers. Supply chain companies will find it extremely convenient to integrate chatbots into their marketing mix to quickly share valuable content with their customers, tailored specifically to their interests.

Chatbots are also impressive sources of first-party data, allowing you to get a deep understanding of who your customers are and what they are passionate about, which should continuously inform your content strategy along with your sales strategy, along with tailoring your buyer persona .

Here’s how your supply chain business can benefit from integrating a chatbot into your content marketing strategy:

  • Access a wide range of information about your followers’ interests
  • The ability to intertwine your other marketing channels with chatbots, like your email marketing platform, to get a more significant “kick” and become much more efficient
  • Create a traffic loop from Messenger from Facebook to your business website
  • There is a body of research that suggests that it is much more convenient for users to share their personal information through chatbots compared to other channels

Don’t sleep in influencer marketing

Influencers are the next big thing in content marketing and are considered one of the most effective ways to represent your business online.

By connecting your brand to micro and macro influencers, you can generate impressive engagement with specific segments of your target audience.

Probably the most complicated aspect of influencer marketing is finding the right influencer to represent your business in some way.

The best way to approach influencer marketing if you’re new to the field and, more importantly, if your niche doesn’t necessarily have many influencers to offer – start low and slow. Invest small amounts of money in carefully selected influencers and see how the impact will be, and maximize their volume over time once you have established a good working relationship.


Supply chain companies may not yet have the experience to develop a strong content marketing strategy, but one thing is for sure – it is time, time and effort to invest in content, no matter the format.

Much luck!

Author’s biography:

Daniela McVicker is a passionate digital marketer and editor at StudyClerk. Daniela is interested in everything to do with SEO and blogging. She contributes to TopWritersReview and other sites where she shares her experiences and helps marketers make their mark in the online world.

Daniela McVicker
Editor-in-Chief, StudyСlerk

Content marketing article and permission to publish here provided by Daniela McVicker. Originally written for Supply Chain Game Changer and published on September 4th, 2019.

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