Content Marketing in 2016 – the new trends

Content Marketing in 2016 – the new trends

Joseph Pennington

2015 was an exciting year for content marketing.

We saw a huge leap in the number of business owners and marketers doing it, along with greater attention paid to strategy, and a more concerted effort towards native advertising.

It remains one of the youngest and most dynamic sectors in the marketing industry, and with its forecasted growth and rising popularity, 2016 is set to be an even more eventful year for content marketing.

In 2015 marketers experienced mixed success from their content, with big players like BuzzSumo reporting as much as 50% of their posts to receive 8 shares or fewer. Speculations ranged from content shock, poor amplification on social channels, and an overall decreasing quality of information. However, one thing was agreed: It’s more difficult than ever to get noticed and maintain success.

I don’t know if you’ve heard, but it’s now official: Content marketing is going mainstream. This is troubling for some content marketers to hear, but just like they’ve always done, they’ll continue to chase new ideas and latch on to emerging trends to shake up the industry. Let’s take a look at a few of those trends set to make a big impact in 2016.

Mobile As Default

It’s been nearly two years since global mobile internet usage surpassed that of desktop. And now this year in the US alone, 25 million new smart phone users are expected to come online.

This inclining trend for mobile is showing no sign of stopping, and therefore we are seeing a shift in focus of content, app, and web development from designing for desktop first, to designing for mobile first.

From SEO to Social Media Optimisation

Search engines were once—and are largely still—the main place users turn when they need to find information and products and services. However, there is a change gradually developing in user search behaviour—a change which is being welcomed with open arms by social media platforms.

More and more users are searching on social media for a few specific reasons. One of these reasons is the high volume of quality visual content at their disposal, which is considered more engaging and easier to digest in contrast to text heavy content. Another is the very fact that it is social—content they find is likely to come with reviews and comments that will add value to their experience and make them feel connected to the wider community.

Quicker Content with Facebook’s Instant Articles

Earlier last year Facebook launched Instant Articles. Since then the technology has been opened up to a few major publishing houses and is believed to become widely available toward the end of this year. Instant articles allows publishers to seamlessly publish content to Facebook, meaning any load time between opening and reading content is eliminated and articles are, well, instant.

User attention is become a scarce resource. Instant articles and any other modes of breaking down barriers to reading content—such as Snapchat’s Discover—could offer a well needed transition step to getting more visitors to your content.

Mobile and social media have been big for several years, but all this time they’ve remained in the shadows of old giants—namely desktop computing and search engines. 2016 is the year they come to the foreground and become known by marketers and users alike as the new norms for browsing, searching, and consuming content online.

Joseph Pennington

Author Joseph Pennington

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