Content marketing is a great marketing activity for driving commercial results, and as more brands embrace this, the competition continues to be really tough. If you actively use content marketing to promote your business and drive sales, it is very important to stay up to date with the latest content marketing trends. Becoming aware of these trends will inspire and empower you to create more effective marketing strategies. Let’s get straight to business – here are seven content marketing trends you can’t ignore this year.
The rise of branded entertainment
An increasing number of brands across industries, from Lego to Red Bull, are becoming not only publishers of content, but entertainers as well, by creating engaging content such as video series, audio podcasts, online magazines, and more. Branded entertainment is more effective at grabbing the attention of customers and retaining it for longer periods than advertising and traditional content publishing, because it has greater value and is usually delivered in weekly or monthly installments. A great example of branded entertainment is Volvo’s inspiring ‘epic split’ video featuring Jean Claude van Damme.
The rise of marketing automation tools
Managing content effectively over dozens of social networks can be difficult, but an automation marketing system can save the day by enabling your business to have control over the content it publishes. At the same time, automation marketing systems come with advanced built-in tracking tools which show you how audiences interact with your content. Businesses that integrate an automation system generate more conversions than those that don’t.
The micro-targeting approach
In an effort to provide more personal and therefore more engaging content, marketers all over the world are focusing on the micro-targeting approach, addressing the individual rather than the audience at large. More and more brands are becoming boldly informal in their social media marketing, and their micro approach also reflects in the way they handle social interactions with their customers. It’s all about focusing on the individual, on the ‘you’, from the language and tone of your content, to the way you reply to comments on social media.
The shift to visual storytelling
In an attempt to stand out from their competitors, many marketers devote more of their resources to producing engaging videos, slideshows, and infographics, rather than just plain textual content. Considering the fragmented attention of most Web users, visual storytelling has the potential to grab the attention of a distracted audience more easily than text, and to have a stronger impact on potential customers. This is especially true now when networks like Facebook and Twitter have developed a video platform.
Distribution becomes a priority
Because of the content overload, marketers are paying more attention to how they distribute and publish content than ever. This means that time and effort is invested not only in creating engaging content, but in analyzing available distribution channels, and comparing them to see which are the most effective. Brands that identify the best social networks and marketing channels for their business fare better than those that post content indiscriminately on all social sites they encounter.
Mobile marketing is changing the face of online marketing
Mobile marketing opportunities are growing at a rapid pace, with more and more social networks and specialized services offering dedicated tools for marketers to promote and advertise products and services directly to mobile users. It’s no longer enough to have a mobile responsive site – brands must actively seek to engage their mobile audience with personalized content and contests.
Social media has become a primary distribution channel
While social media marketing has been huge in the last few years, now it’s becoming for many businesses the primary online marketing tool, displacing even advertisements. Brands are hiring professional content creators to create for them social media content, and are taking distribution very seriously, trying to be original on all the big networks.
All things considered, it can be said that content marketing has become almost indispensable for any business that aims for a strong online presence and a large following. Content marketing is the backbone strategy for engaging with your audience, and so requires careful attention and persistent effort. Now get out your pen and paper, grab your team and start strategizing.
Pamela Wigglesworth is an international marketing communication trainer, keynote speaker and Managing Director of Experiential Hands-on Learning, a training and development company. A resident of Asia for over 25 years, she helps companies across multiple industries to increase awareness, increase leads and ultimately increase their sales.