In the current digital business space, you can accomplish very little if you aren’t doing content marketing. With this awareness spreading among brands and entrepreneurs, it has sent content production into overdrive. This monumental rise in information beyond the audiences’ ability to consume it has been dubbed many things - ‘Content Shock’, ‘Content Saturation’, ‘Content Fatigue’, ‘Content Deluge’ - and it shows no signs of slowing down.
In fact, most of the recent surveys show that an increasing number of marketers plan to spend a lot more on content this year than they did last year. But does that mean they’re all doing it right? Quite the opposite. According to 2015 research by Gleanster, B2B companies drained a massive $958 billion on inefficient and ineffective content marketing. Clearly, content marketing in 2016 is going to be more about quality than quantity, both for B2B and B2C sectors.
As audience expectations for content quality continues to accelerate, brands will find themselves struggling to churn out enough top-notch quality content at a consistent rate. While that’s definitely one trend you’re going to hear a lot more about in 2016, here are other important trends you need to keep in mind for your marketing budget for this year.
Experts have been warning against spray-and-pray tactics for a long time and 2016 seems to be the year when, finally, the significance of buyer personas will be felt like never before. With personalization becoming key to effective marketing and the preference for custom content rising steadily, sending out blasts of anonymous content is no longer feasible, nor is it a sensible marketing activity. This year, personalization will become the main ingredient of well-targeted campaigns and account-based marketing. As such, marketers will need to focus on creating better and more accurate buyer personas.
As live streaming platforms like Persiscope, Snapchat, and Blab take social media by storm, serving up real-time content as they happen will become an important part of audience engagement for brands. Being able to provide a consistent stream of high-quality and relevant updates in real-time can present excellent opportunities for brands to strike conversation and build rapport with the audiences frequenting these platforms.
Storytelling has emerged as a great way for brands put their message out in their own unique voice. However, it’s not just storytelling but visual storytelling - a blend of two powerful concepts, visual content and storytelling - that’s going to become the next big trend in content marketing in 2016. Possibilities that come with virtual reality platform Oculus Rift will further make marketers rethink their strategies in terms of interactive content and customer experience.
This is the year Google search results will change in a big way, thanks to Google’s Knowledge Graph API. Forward-thinking companies have already started investing their energies in trying to rank for long-tailed keywords - the type of keywords that will get precedence as Knowledge Graph takes over. This and other changes in Google’s search results this year are obviously going to impact the outcomes of your content efforts. So, plan accordingly.
Which trend do you think will rule the content marketing roost in 2016?
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