The easiest way to grasp the definition of vertical content is to understand what vertical content is not… horizontal content. Simply think about the shapes of buildings, horizontal versus vertical — horizontal is wide and vertical is narrow.
With horizontal content, you create content that has mass appeal wide range, larger audience. With vertical content, you create content for a select few narrow focus, smaller audience. Here are several solid points from Corporate Finance Institute about operating in horizontal markets:. Because you work across multiple verticals, you need to differentiate messaging for each one. Vertical content allows you to talk one way to a healthcare entity and use a different approach with a financial services organization.
At this point, you might be thinking that using this horizontal and vertical content terminology is old school. You have immense potential to target your messaging and reach the select few who are more likely to purchase your product or service which results in higher content marketing ROI. Thanks to the continued advancement and accessibility of technology and data, you can identify customer habits, behaviors, and demographics, then create focused content from these insights.
When applying content strategies to vertical content, messaging success depends on analytical research and human observation. Google Analytics will certainly give you unbeatable insights into search performance, behavior patterns, and top-performing content. LinkedIn offers the following insights — great jumping-off points for vertical content guidance. Anyway, we work with B2B service providers and SaaS companies, usually well-funded startups and established mid-sized orgs.
The data makes sense and we absolutely consider these demographics as we post LinkedIn content. Besides filtering by company size and industry, you can select location, job function, or seniority.
Personas technically fall into the realm of core content, which sits at the very top of the content marketing hierarchy. Often brands will diligently work out their brand messaging foundations — like mission and vision statements — but personas somehow fall off. Content verticals and persona development go hand-in-hand. Persona development is an important step in creating relevant vertical content. There are several ways to go beyond the conference room brainstorming session and hear from the most valuable messaging gatekeepers of all…your customers.
Our policies and partners are subject to change so please check back regularly to stay up to date with our terms of use and processing. Marketing Insights for Professionals The latest thought leadership for Marketing pros. Vertical content can help brands target and engage their consumers, but what is it and why should it be a key part of your ongoing strategy?
Understanding how people interact with your online content is a major step towards being able to tailor your approach to suit their needs. Vertical content is helping brands connect and engage with online visitors, but what exactly is it and why should it be part of your ongoing marketing strategy?
Vertical content is content that is consumed in a vertical position. The better question is, why has vertical content emerged as one of the key types marketers need and how are brands using it? Vertical content has been a natural evolution of changing user habits.
Widespread smartphone adoption and subsequent changes in how people browse the internet, connect with friends and view content has meant anything mobile-friendly has become king. People spend most of their browsing time on their phone and don't want to have to adjust their handset to consume content. Source Engadget.
Snapchat helped drive vertical content into the user consciousness with Stories. The temporary nature of the platform meant users wanted to take photos - and view them - quickly, without having to waste precious seconds altering their handset position. With the launch of Stories, Snapchat took this to the next level. Instead of having videos landscape, as they had always been almost without question, Snapchat Stories turned videos on their heads well, to the side. Brands like Lucky Charms have utilized this new format to its full potential by running a Snap Ad campaign, featuring a woman falling in love with a man because of his Lucky Charms, alongside an episode of The Bachelor.
Source Wallaroo Media. This portrait style video feature has since been adopted by social media rivals Instagram and Facebook to make the most of how users, especially of a younger demographic, are choosing to consume content.
The rise of vertical video presents a challenge for content creators. For example, if you make bread, emphasize the wholesome aspect for family publications and the gourmet aspect for luxury magazines. You don't need to choose just one or the other. If you have experience in one industry, allowing you to cast yourself as an expert in that industry, your expertise may benefit people in other industries too.
For example, if you're a motivational speaker with extensive experience in energy firms, you'd obviously target that field of business. However, that doesn't mean you can't market yourself to other business fields, as well as energy-related nonprofits and governmental organizations. The terms horizontal and vertical advertising can also refer to ad positioning. Some advertisers believe that ads printed vertically on a page have more effect, particularly in the context of web pages.
However, if you want customers to view the whole ad at once, rather than scrolling down, long vertical ads may not work see References 3.
Melanie J. Martin specializes in environmental issues and sustainable living.
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