We asked top marketers from around the world what their predictions are for the state of content marketing. Here they are:
We will see an increase in brands becoming media publishers. As brands get more comfortable pivoting from the products they sell into the beliefs they share, more and more brands will experiment, but likely with mixed results. There will be lightly branded, niche community successes. And likely high profile flops, a victim of either overly shilly sales docs consumers see right through or too thinly branded that internal bean counters pull the plug for lack of accountability.
Though it still won’t be nowhere near their core product or service offering. Maybe in 2017?
As a result, we will see the opposite reaction from publishers as they begin to earn revenue off selling consumer facing products and services.
This type of content brings value to readers, in the form of case studies, ebooks, infographics and whitepapers.
We as marketers seem to only talk about leads, but we have to assist lower in the funnel with content that helps win revenue. It isn’t as flashy, but I think it will be much more effective. Closing the gap between marketing and sales with content will definitely help any marketer grow in their career.
Adding closed captions to video is an important step for content creators. Not only will it help the videos get more views and increase view times and engagement, but also it will give even more people – including the nearly 70% of YouTube users who come from outside the U.S. or don’t speak English – access to the content.
Furthermore, this step will give the 30 million Americans who are deaf or hard of hearing the ability to understand what is being said in those videos. YouTube’s product manager, Matthew Glotzbach, recently shared a stat citing that 25% of YouTube’s content has some form of closed captioning. I see 2016 as the year that number finally takes a sharp upward turn.
Google’s new AMP platform promises better mobile experiences for users and has even hinted at giving ranking boosts to webpages that adopt the platform. Along with this, Facebook’s Instant Articles will grow in usage – they’ve already got a number of big publishers onboard, including the likes of BuzzFeed who say that they’ve been getting increased engagement as a result.
Content marketing as a concept was brand new around 2000. Google bought blogger back in 2003. One of the big names in content marketing is Neil Patel, who’s blogging went big around 2005 when the Wall Street Journal and others named him one of the web’s “top influencers”.
Content marketing as we know and think of it – hasn’t changed since then. Relate to your audience (instead of interrupting them with ads), engage them – and eventually sell.
Today, if a company is approaching their content marketing with the mindset of “we should do this too” – they’re not only behind, it’s hurting them. For 2 crucial reasons:
Because content has become a commodity, simply publishing content does not differentiate your company from anyone else, or offer any particular value. If your audience is interested in a specific topic – they can already google it and find great information anywhere online.
Every company sends emails, writes articles and has a blog, so people are now overwhelmed. You have to appreciate that when relating to your audience.
Your audience is craving something more than information, content, and even “thought leadership”.
Your customers, clients, and audience are looking for relationships. My prediction for 2016 is that savvy and strategic entrepreneurs, business owners and marketers will start to STOP thinking about “content” and start thinking about building a relationship.
More specifically, you’ll see the true thought leaders online begin to:
We’re about to see the Internet become human and see the human side of companies. I’m sure you’ve seen McDonalds take this approach with their YouTube videos – they’re clearly building a relationship. See for yourself.