There are less than 90 days left until 2016. It seems that each year passes faster than the last, and each day a new content marketing best practice, channel or technique pops up. How can we possibly keep pace? Realistically, we can’t. There are just too many things to learn, because content marketers like to create content about content marketing. That’s why a brief list to three areas of content marketing to focus on in planning your 2016 content strategy.
The idea of “content shock” may be a bit dramatic, but the truth is there are myriad content pieces being created every second. This means yours better stand out. Additionally, readers and buyers are demanding that marketing be a two-way conversation rather than the broadcast nature of billboards and television commercials. How can you oblige? With interactive content.
2. Faster, Cleaner, Smaller Content
Nearly all aspects of technology get smaller as humans become more sophisticated. In fact, it’s finally official that mobile search has surpassed desktop search. Our obsession with our mobile phones makes marketers’ jobs a bit more difficult: content must attract buyers and work perfectly all on a five-inch screen.
Jeff Bullas says it’s about so much more than responsive design. You need to have a mobile-first mindset. The aim, he says, is to give mobile users the same optimum experience on mobile as when they visit proper desktop websites. He adds that businesses must give thought to all of the following:
mobile marketing strategy
mobile search marketing and advertising
mobile e-commerce and mobile payment
mobile CRM (customer relationship management)
the integration of mobile, local and social
Are you seeing the word “mobile” in your sleep yet? Good. If you’ve already been working on short, succinct content and responsive design websites, you are on your way. But to survive in 2016, you’ll need to take your mobile marketing to a whole new level.
When shopping inside a brick-and-mortar store, a sales representative can provide a personalised experience with their expertise, personal recommendations pointing out features and your lifestyle. Now, consumers are demanding this personalised experience online, too. But delivering personalised content isn’t as easy as hiring a sales rep.
However, there are numerous personalisation trends helping marketers do just that. Your challenge for the remainder of 2015 is to fully understand them and determine which will make the biggest impact on your content marketing distribution and business goals. Will it be programmatic marketing, which uses software and technology to automate and optimizes the buying and placement of ads in real time? Or perhaps it will be, more specifically, retargeting—a type of programmatic marketing that uses cookie-based technology to follow buyers as they move from resource to resource? Other trends include proximity marketing (otherwise known as hyper geo tracking) and small screen or wearable marketing.
Finally, don’t overlook efficient and impactful options like dynamic website content and personalised email with a proper segmentation strategy for distribution. In fact, behaviorally triggered emails have a 152 percent higher open rate compared to traditional emails. Here lies the importance of opting a viable content strategy. As Jonathan Gottschall, the author of “Storytelling animal” once described interactive content strategy as “the way we experience and the story is evolved.”