Over the course of the past few years, content marketing has seen its ups-and-downs since its renewed popularity as a form of online marketing strategy. The purpose of content marketing is to attract and retain clients by consistently creating and curating pertinent and valuable content with the aim of changing or boosting consumer behavior. It’s an ongoing process best integrated into the overall marketing strategy of a business, whether small or big, and it focuses on owning media, and not renting it.
Content marketing isn’t just a trend anymore; it is a proven pathway to a attracting new business. Today’s content marketers need to analyze subjective situations as well as adapt to new technologies at a quicker rate than ever before, though it is only going to get more intricate from here. So what will be different in the year 2016? This article will delve into the future of-content marketing alongside expert insights and real- world advice for the Importance of content in 2016, particularly as a marketing strategy for your business.
What was once a market dominated by any website could produce the biggest volume of quality content has now evolved into a market wherein your format diversity, your connections, and your capacity to connect with an audience across numerous mediums all help establish your success and ROI. Content marketing is going through some serious changes this year, and if you’ll want to stay ahead of the competition, by preparing for them.
This year already saw an obvious trend emerge as-platforms grasped that they could dis-intermediate content, thereby grabbing more attention & advert dollars in the process. Under estimating just how-much of a shift this wave constitutes will mark the end of traditional publishers. Twitter Moments, Snapchat Discover, Google AMP, Facebook Instant Articles, Apple News and LinkedIn Pulse are already setting waves and are disrupting the typical digital publishing model. Platforms are just starting to understand that they can benefit from the readership they are generating through integrating content directly rather than pushing visitors/traffic to other properties.
In both the US primaries and also global politics, trending topics in Facebook have helped shape & re-define the discussion as well as the sentiment that surrounds world affairs. While media outlets traditionally employed to set the tone, now the opposite is true. In the coming months, brands won’t be able to remain relevant and at the same time stay neutral. Your brand will be forced to select a point-of-view and then embrace it, so make sure that you choose carefully.
Mass-market, multimedia content is experiencing a steep decline. At the other end of the spectrum, however, are the independent podcasters, bloggers and YouTubers that are eschewing large budgets and mass appeal by narrowly defining their target audience and catering to their specific needs. Although content creation is becoming decentralized and budgets are falling, still there is money to be made here. That is because the value of the hyper- focused attention is so much more per- capita than the fraction- of-a- penny per eyeball which most mass media relies on. Certain brands are also focusing on creating and nurturing strategic partnerships with independent creators which align with their unique audience.
Brands that will be the winners in another space, where content lacks in polish which it makes up for in relevance, timeliness and spontaneity, will be those who can develop processes that guarantee a consistent rhythm to deliver highly visual, impactful & spontaneous content. That will likely require that one forgoes some degree of quality as they attempt to balance spontaneity with effective planning.>
Another particularly compelling statistic is that the growth of mobile-chat apps has more than doubled the average growth- rate of new mobile users. Messaging apps are a promising avenue for potential growth in the digital marketing sector.
So can a business, small or big, really benefit from Content Marketing as a marketing strategy? In short, yes, they can. Content Marketing can help the business owner gain some of that notice we so often crave, and more-than-likely deserve. Depending the type of business you run, your initial contact with a potential customer is likely not face to face. Even if it is, having relevant informative content on your website’s blog is going to help your visitors trust you. In fact, no matter what the business size, content is proven to be a critical aspect in building trust with consumers who aren’t familiar with your business quite yet.
61% of consumers say they’ll feel better about a company which delivers custom content, and are also more likely to purchase from that company. Consistent, high quality content published to your blog and website, when done properly, can increase your Google rankings, and thus, the online traffic to your website which could result in leads for your business. The other plus to Content Marketing as a marketing strategy is that it offers you the chance to benefit from Social Media power. While you are building your Content, you’re also building your brand and consumers want to be a part of brands that they like.