The trends not to be missed in Content Marketing

Content marketing has evolved a lot in a very short period of time. What was once a market dominated by those with the highest volume of low-quality content is now a market where success largely depends on connections, diversity of content formats, and ability to connect with and engaging audiences across multiple channels. As you need to prepare for further change, let us take stock of emerging trends in the field.

Businesses and brands will increase resources for content marketing

To meet the expectations of users – consumers, and publish quality content, companies and brands have understood the importance of dedicating complete teams to the creation, production, and distribution of content, and involve several departments in the process.

Some major brands, such as Marriott Hotels and L’Oréal, have thus asserted their autonomy by creating their own in-house newsroom. In 2017-2018, other reputable brands may be expected to acquire media to meet this requirement.

Mobile technologies become the main access to the Internet and social media

By 2015, mobile devices had become the main source of access to the Internet and social media. Today, more than ever, mobile technologies are ubiquitous, and content needs to be adapted to the context that promotes short and rapid use. In 2017, mobile geolocation applications will offer new local marketing opportunities to local merchants.

Brands to develop unique contents to stand out

The overabundance of Internet and social media offerings has considerably reduced the time available for viewing content, and forces brands to develop unique, original and ever more attractive content to stand out. In 2016, more than 85 percent of young moms on the Internet consulted more than five personal blogs each week. While diversifying formats, companies and brands will focus on blogging to convey their vision and build a solid digital identity.

Adoption of blocking filters has given rise to new forms of placement

Ad blocking filters have become very popular, and today more than 200 million users are using them daily. This forces companies and brands to develop new forms of less intrusive advertising, especially with native advertisements that integrate into editorial content.

Over the next few years, marketers will have to demonstrate a lot of creativity to make these new forms of advertising more involved in improving the user experience.

The multiplication of platforms has encouraged rapid consumption and ephemeral content

Driven by mobile technologies, the most popular video-sharing platforms (Pinterest, Instagram, YouTube, Snapchat, etc.) further promote fast consumption and ephemeral content, giving rise to what is now called “content snacking “. Powered by users, these new sharing platforms have quickly become extremely popular among the under-35s, and are already generating hundreds of millions of dollars in advertising revenues.

Over the next 2 years, even the number of users of these platforms will continue to grow, as will their turnover, users will gradually lose interest in them, and they will turn to other platforms, In search of more substantial content and new experiences.

Video content is the preferred broadcast channel for users

Over the past few years, video content has become a reality and nowadays they are becoming increasingly integrated into content marketing strategies. By 2016, more than 2.78 million video clips were viewed every day, and YouTube proved to be the second search engine behind Google. By 2017, it is expected that nearly 75 percent of Internet traffic and social networks will come from video content and that Snapchat will achieve advertising revenues of more than $ 1 billion.

Storytelling has a psychological impact in content marketing strategies

Each brand, product, service, boss or employee has a story to tell. And when we are told a story, we naturally tend to retain it more easily, because we felt we shared it emotionally by listening to it, or by looking at it.

With advanced video production and distribution technologies, brands that have already set up the necessary structures or resources will take a step ahead in exploiting this aspect in their content marketing strategy.

Augmented Reality technologies enhance the interactivity of content

The advances in Augmented Reality (AR) technologies have increased interactivity with users, and also encourages the creation of new content formats.
Combined with geolocation and social gaming applications, these technologies have given birth to the phenomenon of Pokémon GO, which has become extremely popular with young people.

Over the next few years, other similar applications will emerge with the addition of advanced 360-degree video capabilities.

Analysis of user data will allow more targeting of the message

Analysis of user data now allows brands to personalize their message and offer targeted content based on their interests. An adequate analysis will better guide the intervention of the influencers of the communities in the co-creation of contents. The message will become more nested and will appeal to smaller and more targeted audiences.