Content marketing is a hugely popular tactic when it comes to online marketing. It is also one in which overall strategies can vary but in which some key factors tend to dominate. As with many marketing strategies, though, some tactics tend to fade out of popularity while new ideas take the stage. This is especially so as trends in the market and the internet change, prompting marketing strategies to adjust to the changes. So what are some of the top content marketing trends that have made their mark or should be watched in 2016? Here is a look at seven of the many trends being seen in 2016 so far.
1. Decline in organic reach
Not so much of a trend, but something to be aware of. Social media has for years been the popular way for people to get content, to get their news and information. But lately, many social media sites, such as Facebook, have been lowering the level of organic visibility that companies and brands can get on the sites without having to pay for advertisement. One of Facebook’s more recent updates has had a rather harsh affect on the visibility of content on a person’s newsfeed. These changes have prompted content marketers to look for new ways of producing and distributing content.
2. Growing demand for interactive content
With the growing amount of content being put out, companies have had to spice up their content in order to make it stand out. As they’ve worked to make their content more interesting, including use of images and videos and other interesting content to attract attention, the audience is starting to demand a more interactive experience, and content creators are picking up on the demand and offering more content like polls, quizzes, calculators, and other such content to let users be more involved in the content. There is also a rise in brands trying out user-generated content.
3. Widening quality gap
With more brands and companies entering the content marketing field, the amount of content on the internet is growing, and the quality gap between the content is widening. Only a small percentage of the content out there actually gets any likes or shares, and those that do get the vast majority of all the likes and shares on the internet. Meanwhile, most of the content available doesn’t have the quality necessary to get large amounts of likes and shares.
4. Meaningful content
There is a continued emphasis put on producing meaningful content. This is one of the backbones points of content marketing and it can’t be lost. Content must continue to be well researched, provide answers to questions, and be engaging and shareable.
5. Personalised content
Know everything you can about your audience so you can personalise and tailor your content towards them. By showing you know what your customers are interested in makes you look more like a friend than a marketer.
6. Video & GIFs
Video is becoming quite popular among the internet audience and they respond to video content better than written content, although written content is hard to surpass when it comes to availability and scalability. Video, though, is easier to use to capture and keep someone’s attention, and is also more likely to be shared and go viral. Also, consider using GIFs to “push the envelope” with an emerging popular format. GIFs seem to appeal to a younger audience and can help you target millenials.
7. Mobile content
Using smartphones and tablets is becoming one of the top ways people are spending time with digital media. With the rise in mobile device usage for spending time with digital media, many brands are looking into ways to take advantage of this to share their content, and are looking into new tactics and technologies to help them, such as mobile apps.
Do you know of any trends that you’d like to add to this list? Please add them in the comments box below!
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