Content marketing has become the most important marketing trend of 2015. As you evaluate your content strategies’ performance thus far this year, consider these five top content marketing trends to help you refine your strategies for the rest of the year and to guide your planning for 2016.
1. Mobile
This trend isn’t new, but it’s becoming ever more crucial. From smartphones to tablets to wearable gadgets, innovation in mobile devices is driving the marketing world. In particular, wearable tech—since it’s designed to be worn—offers brands new ways to build personal relationships with customers.
2. Content Co-Creation
The time is now to get your staff and customers involved in content creation. Content co-creation is a great source of content for everything from product reviews to social media marketing to blog posts and should include content strategies that involve use-generated content.
3. Multimedia
Consumers want multimedia content, from videos to slideshows to podcasts. According to Twitter, posts with photos or videos are more likely to be retweeted. Plus, Animoto, a cloud-based video creation service, has reported that 58% of consumers consider companies that produce video content to be more trustworthy, and 71% of consumers say that videos leave a positive impression of a company. Add to that, Facebook and LinkedIn’s emphasis on video, and there’s no reason to not get busy with this trend with anything from animated infographics to storymonials. When you do, make sure to create a unique experience that will engage customers, as in this video by Goorin Bros. hat shop:
Check out our recent blog post on how to craft great visual content for more bright ideas.
4. Relationships
Content marketing is a relationship-building tool. It’s about creating content that engage and audience. Instead of talking about yourself, use your blog and branded publications to cover topics that your audience cares about. You can get a lot of value out of your content by engaging audiences with helpful and entertaining information. An added benefit to stepping up quality content generation is a boost in search engine ranking, but the real power of content lies in the effect it has on perception of your brand and its ability to build loyalty.
5. Strategic Content Distribution
Create relevant and compelling content is only part of the job. You’ve also got to invest in strategic distribution of content that optimizes for search and mobile. For example, you might use social media marketing as an amplifier for content and extend the reach of their content with social ads on Facebook, LinkedIn and Twitter. You can also utilize your email marketing, blog and website to distribute content. Reach out to influencers in your field to generate earned media coverage. You put all that time and effort into strategizing, planning and creating your content. Now put some emphasis on distribution.
What trends do you see popping up in 2015 and on the horizon that you think can’t be ignored? Share them in the comments section below.
If you’re ready to take the next step and create a strategy around one of the above digital marketing trends, contact Filament and we’ll help you get off to a great start.
