The Future of Content Marketing in 2016
With the new year quickly approaching, it pays to get an overview of the past years’ trends in order to fully prepare for the trends of the next. In 2014, marketing expense budget accounted for 10.2% of revenue, with half of companies planning for an increase in 2015. Content marketing is an ever-expanding landscape, with businesses increasing investment in digital content rapidly. From video to visually-optimised newsletter emails, content marketing is no longer considered novel, but rather, essential.
While there’s no way to fully know how it is that the trends of the future are going to fully play out, we’ve compiled the research and forecasted some changes that are likely to pass through over the coming new year.
SEO FOR SOCIAL MEDIA
With Facebook set to challenge Google as a search engine, it’s clear that the expansion of social media is set to further infiltrate areas of digital marketing that were previously uninvolved. During a 2010 interview with Bing and Google for the Search Engine Watch, google initially stated that it did not take into account the volume of tweets that a link has been featured in, whilst later continuing on to say that it actually does use it as a signal for organic and news rankings. One thing is for sure, Bing definitely does look at this data.
Whilst it’s uncertain what social signals search engines have been taking into account previously, it’s quite undoubtable that the future holds a growing importance for SEO in social media. The growing importance of SEO means that more and more businesses are investing in the foundation, as how easily your business can be found online is one of the major factors to affect ROI. As Bulldog SEO Manchester say, ‘When it comes to SEO, you cannot rely on amateurs to guide you to the correct path. It is experience that is required to perfect the skills to make the best out of SEO.’
DATA DRIVEN MARKETING
Content marketing is now the second largest component of digital marketing budgets. Expansion into specialised areas is only set to grow, with the current forecasts predicting that data-driven content creators will soon be some of the most sought-after. The challenge of building relationships with consumers you’ve never been face-to-face with is one that digital marketers are faced with today. Data driven content often holds the key to this problem, with the usage of customer information now being used to strengthen customer experience, which was the top innovation project for 2015.
With it being predicted that by 2017, video will account for 69 percent of all consumer Internet traffic, according to Cisco, it’s evident that video is set to become the future of content marketing. With video campaigns taking the lead and visual complements to content on the rise, it’s essential to consider whether video should be integrated into your 2016 marketing strategy.
Small businesses who are neglecting video content will be set to feel the disadvantage in 2016, with every statistic available supporting rapid growth. Whilst it is becoming more and more difficult to create engaging written content to hold and maintain an audience’s attention, combining information with entertainment is a formula that video can most effectively harness.