Today’s businesses realize that content is the tool to attract and engage customers and takes business to the next level. It is no longer a side work; it has become a priority no matter what business it is and what size it is. And something that is of this much import in the present, one can only wonder what it will be like in the future. If only there was a crystal ball to show us the future of content.
Analyzing the future of content marketing and preparing oneself for it is an infallible scheme. There are many articles online with different predictions but they all have one common theme, the undeniable importance to keep up with the trends of content marketing. The changes will be many and it all comes down to how fast you adopt them. If we have learned anything from failing businesses is that those who are slow to adapt the changing trends eventually bite the dust. This makes it all the more necessary to prepare oneself for the future.
To think about Future, Let us look at the Past
Content marketing has come a long way and with mobile and social media, content became enormous influence for the consumers. During the last decade, we saw the birth of social media giants like Facebook and Twitter. It was a groundbreaking era that led to new ways content was created and distributed. With every passing year the number of users on these networks mushroomed and it became almost unavoidable for businesses to not have a presence on these platforms. The content consumption increased by 57% on Facebook and 25% on Twitter, according to a survey by HubSpot. People realized the power of social media and diverted their resources towards it. Ever since Facebook started publishing sponsored content, everyone from home-run small businesses to billion dollar enterprises started publishing ads on Facebook.
Mobile platform was another big change in terms of content marketing as businesses realized that mobiles were spreading at the speed of light and in order to stay relevant and visible they needed to reach the mobile screens. The number of mobile users crossed number of desktop owners back in 2014 and is now growing more. So all in all, online content became central thanks to the growing number of channels and their strong influence on the market. The past saw major shifts in content strategies for enterprises and the future is likely to see the same kind of shake ups.
How to Prepare for the Future?
If you are thinking about the future of your business and focusing on content marketing trends in this matter, pat yourself on the back and consider following assumptions:
Mobile’s outreach is only growing and for those businesses that are trying to cross borders, mobile remains the best way to do that. Smart phones are spreading exponentially in the developing world and it creates an opportunity for businesses to attract new customers. It becomes a crucial part of expansion as the middle class in some of the developing countries is growing at surprisingly fast rates. People who do not own a desktop or a laptop have a smart phone in their hands.
It only makes sense that mobile will be part of the future of content marketing. Google suggests that if you only have one website it should be mobile. For future, the focus of content creators and marketers should be to further improve the mobile experience and create content that engages customers.
Millennial are all about experience rather than product. And to create an experience for the user, your content will require some serious personalization. Gone are the days when marketing was limited to providing information. Now you provide information in the way the audience wants to hear it and that is how you really create an impact.
To create this user centric and experience developing content, you will need to invest in understanding consumers. And we are not talking about basics like genders, age groups and interests; the key here is to learn what really gives them the kick. It could be anything from what they aspire to be to what they like in other people. This is going to be a complex procedure but a rewarding one.
The future will see democratization of content as part of the participation marketing. The targeted crowd sourcing of content will increase. This approach of using internal and external sources for content creation is that best strategy to go ahead in the future. It reinforces many PR goals and ropes in influencers that can prove helpful for your business. Certainly, there are going to be hurdles in the way but if done right, this eco-system of content creation can lead to success.
Video is the Future
In terms of what type of content is to dominate content marketing in the future, video is the winner. In fact, it has already started taking over the internet. Facebook gets more than a billion views of its videos on average each day since June 2014. And it has openly said that its main focus now is video. The reason is simple that video content is seeing increased engagement from users and is therefore the right way to go forward. Here is why video is the future:
Using videos on landing pages has been known to increase conversion by a whopping 80%. While making a video requires a large lump of money, the return is worth it. It is simple math, if your users grow up by as much as 20% you can see considerable increase in your revenue.
Not only do you make money, you come up on top on searches. Google prefers websites that have videos as part of their content. Even web pages with links to videos are likely to do better than pages with simple text or pictures.
Increased Click Through Rate
Emails with videos are likely to get clicked more as their click through rate increases by a 200%. If you include the word video in the subject, the chances of the recipient opening it increases. Hence, video is a powerful tool in email marketing as well.
Users spend more time on videos than they do on other stuff. It can help increase traffic and not only raise numbers but increase average time spent on your webpage or social media page.
Social media is definitely going to play a key role in how content marketing develops in the future as it now serves as a primary distribution channel for big and small companies alike. Whatever the content may be, the gist behind has to be providing experience because that is what clicks with the user. And when we speak about experience and engagement, videos have been known to provide engagement. This is the sole reason why content experts say that video is going to take over in the near future. In fact by the mid of next decade, it is estimated that most of the internet traffic will be driven by videos. If you want to prepare yourself for the future, it is better to streamline your strategy towards focusing on videos.