Content marketing is being increasingly popular among marketers as a marketing strategy, and it has experienced a real boom during recent years, especially on social networks and other social media.
Content marketing is also changing fast, and new trends are constantly emerging together with new technologies being available.
From this reason it has become very important to anticipate the changes and prepare for new trends in the world of content marketing.
2016 has already brought some significant changes in the way we understand content marketing. Predicting content marketing trend is therefore more important than ever.
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In this article, we give you some of the most important content marketing predictions for this year.
Brands Will Become More Active
Brand have long recognized the value of content marketing and have already greatly expanded their distribution efforts, as well as their ability to reach a new audience.
Even though major brands are being more active, they generally lack originality and stick to somewhat generalized approach in their content strategy.
In short, brands are reluctant to adopt something new, and although content creation will increase, it is unlikely that brands will introduce any major changes.
Individuals Are Going to Be More Important
The power of personality in content marketing cannot be underestimated. Consumers find it easier to connect to individuals than to companies, and from this reason, individual authority will play an ever increasing role in content marketing.
These are the things to keep in mind when talking about the importance of individuals in content marketing:
- Content produced by individuals is more likely to produce a desired response from the audience.
- Personal blogs as a part of content marketing strategy are getting more popular.
- Trust is easier established on a basis of personal authority.
Quality over Quantity
Personalized content will become even more important in the future, as consumers will focus on seeking engaging experience.
The quantity of content created will be less important when compared to quality, in other words, there will be more demand for relevant, personalized content.
- Not only that highly relevant, personalized content will be in high demand, but customers will favor an instant access to content via social networks or other means of communication.
- The ongoing trend is already indicating that only relevant content will count. Your ability to deliver relevant content will thus be more important than ever.
New Methods of Communication
During previous years, we have witnessed an incredible rise of new communication techniques which have revolutionized the ability or marketers to reach new audience.
Snapchat is only one of the examples how new means of communication influence content marketing. Marketers are using Snapchat for creating content and approaching new audience, such as teenagers and millennials.
Alternative content methods are emerging at this very moment. Videos will play a prominent role in the future, with live streaming apps such as Periscope and Facebook Live gaining increasing prominence. Brands highly value new methods of communication as a brand new chance of extending their marketing efforts to a completely new audience.
There is also the fact that new methods of communication are attractive because of lack of competition.
More Companies Will Use Content Marketing
All the indicators are showing that the overwhelming number of companies is using content marketing as one of the vital parts of their marketing strategy.
This has a lot do with the fact that companies are seeing content marketing as an effective tool for reaching the right audience to place their products and services.
Data shows us that content marketing has increased its share in the budget of many prominent companies.
The signs are that this trend will only accelerate during 2016, during which more companies will adopt content marketing.
Marketing On Twitter Will Get Tougher
Twitter has recently made significant efforts at making ads more prominent, but at the same time, it will become harder for brands to achieve visibility on Twitter.
Some have predicted the emergence of ‘Twitter rank’, an algorithm which will play an important role in deciding how tweets will be ranked.
Brands will start paying more for better visibility on Twitter.
The Rise of Employee Advocacy
Reaching the target audience is already one of the key aspects of content marketing strategy of many brands, but in 2016 and beyond, more brands will focus on their employees as one of the prime factors in reaching their target audience.
Employees represent the vital link between a brand and the audience. Content production, content sharing and engagement efforts all depend on the employees and their skills and awareness.
Highly trained and motivated employees are also good at establishing a lasting relationship with customers.
More Money Will Be Spent on Content Marketing
Both large and small business owners have already recognized the value of content marketing as a part of their marketing strategy.
The increasing success and prominence of content marketing has also convinced business to spend more on effective content creation and distribution.
As older and less effective forms of content are getting obsolete, business has directed its efforts at investing in new types of marketing strategies.
While content marketing is not exactly a new marketing strategy, more marketers are adopting it since it is offering a real value to customers.
The Rise of Live Casting
Despite the still established dominance of podcasting, live casting will continue to get more prominence during 2016.
This trend is gathering pace and all signs indicate it will surpass the growth of podcasting.
One of the most obvious advantages of live broadcasting is the ability to get your message directly to the audience. Brands seek to establish a very personal connection with their audience base and give them exactly what they want.
Live broadcasting is also a huge chance for small business and individuals to offer relevant content to a wide audience.
Your Content Will Have to Stand Out
Everyone seems to be adopting content marketing as one of the most important parts of their marketing strategy, and we are reaching the saturation point.
As the competition is getting tougher, your content will have to stand out from the rest.
The importance of delivering original content will be greater than ever before.
Consumers are constantly getting bombarded with various content. As a matter of fact, much of that content is low quality and often repetitive and uninventive.
- New and demanding audience, such as Millennials for example, want relevant content being delivered on a regular basis.
- Companies and brands are aware of this fact, and they are already adopting new methods for creating creative content.
- Writing great content will become essential. With the ever increasing demands for new content, writers will have to find new ways to create relevant and effective content. The best way is to hire content writing service like Lord of Papers or many others. Some content writing hacks will also emerge to help writers deliver great content.
User Experience Will Be More Important Than Ever
Providing one-off pieces of content has already become less effective for marketers, who are now focusing on a more complete experience for their customers.
It is also notable that overall user experience is increasingly important for brands.
Using the example of user reviews, we get the impression of the immense power of user experience and its impact on content marketing.
Good user experience is a guarantee that a brand will get positive reviews which in turn, will strengthen its position on the market.
Consumer Involvement Will Increase
Many prominent companies and brands have taken steps to boost consumer involvement.
After all, getting consumers actively involved in your content means higher conversion rates and results in more benefits for the company.
Companies are focusing on interactive content, which at the time of constant rise of new technologies, is more advantageous than ever.
Likewise, consumers have new opportunities available to get involved in the content itself. Instead of being passive recipients, consumer is now actively involved.
Email Marketing Will Become More Prominent
Email marketing represents a great opportunity for consumers to get the content they desire directly to their inbox. At the same time, it also lets consumers weed out undesired content and only keep the content they want.
When content marketing for your business, it is good to remember that email is still one of the most effective and reliable means of direct communication with your consumers.
Content Will Revolve Around Consumer’s Needs
Brands will be more concerned with creating content centered on consumer’s needs and will generally be more informed about the interests of the consumers.
Customer preferences play an important role in content marketing since they represent a vital knowledge which enables marketers to produce relevant content.
Content marketing has certainly established itself as one of the most prominent marketing strategies. Ongoing changes are making it difficult to give solid predictions, but some new trends have already been established.
Understanding some of the predictions in this article will help you improve your content marketing efforts.
About the author: Michael Harred is a writer, who writes for Lord of Papers and contributes to the national Florida Review and the university magazine Cypress Dome. He is interested in marketing and social media. To find more about Michael – check his Twitter and Facebook.