What are the content marketing trends in the second half of 2016?
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2015 saw content marketing budgets soar, more content was presented in visual and storytelling formats, brands and publishers created more contests and sweepstakes, mobile devices and data analytics became more essential, and marketers around the world were striving to create more engaging marketing content that would reach consumers faster and keep them hooked on their campaigns. More than half of 2016 has passed. Looking around the world, what major content marketing trends will appear in the future? The following is a summary of the key points that Hugo.com learned from foreign media: 1. Visual merchandising is key As digital technology changes rapidly and consumers now prefer to read shorter texts, visual communications are becoming increasingly important. Visual media is now an increasingly effective way to drive traffic and increase brand awareness. According to a study by digital marketing company HubSpot, 65% of marketers believe that photos, videos, etc. can better show the brand story, and 55% of marketing-related personnel said they would add more visual marketing content. Platforms like YouTube are expected to become the world’s second most popular search engine in the future, social media like Instagram and Snapchat are also becoming increasingly popular, and it is expected that by 2018, 84% of marketing content will be visual images. Brands that have been relatively successful in visual marketing include Volkswagen, Starbucks, Bud Light, Kate Spade New York, Target, Nike, and Coca-Cola. Visual Merchandising 2. The proportion of personalized publicity continues to rise Consumers are becoming increasingly numb after seeing so much marketing content every day. Now more and more companies are starting to create personalized marketing content and create content that consumers love to see. Creating content that consumers care about is the key to reaching more consumers and boosting sales. For example, Clymb used digital user personas to create personalized marketing content, which ultimately led to a 12% increase in sales. Personalized promotion 3. Increased interactive content We know that passive content has always been difficult to get consumers involved, which is why the increase in interactive content, such as riddles, brackets games and questionnaires, can get more consumers involved and generate brand awareness. Interactive marketing content allows for two-way communication, allowing users to express their likes, feelings and experiences with the campaign. According to Demand Metric, interactive content is 2 to 3 times more effective than static content in terms of marketing effectiveness. Wikia does a great job with interactive content. They created interactive campaigns based on hit movies and TV shows like Batman v Superman, Game of Thrones, and Captain America. By adding dynamic content to static web pages, Wikia drives consumer engagement, interacts with users, and adds drama. In this example, Wikia requires users to register their information before they can participate in the interaction. Interactive Content 4. “ Influencer ” marketing is the key "Influencer" marketing is becoming an increasingly important part of brand promotional activities. By cooperating with "influencers" and launching promotional campaigns on social platforms such as Facebook, Instagram, YouTube, Snapchat, etc., brands can reach new audiences and new customers. According to McKinsey research, such campaigns receive 35% more attention than paid advertising. For example, Coachella uses influencer marketing to reach more audiences and expand its customer base: 5. Prioritize mobile content marketing As more and more people around the world access the web through mobile devices, mobile marketing content will become increasingly popular in 2016. To engage consumers, brands now prioritize creating mobile marketing content. Here’s an example of IKEA’s successful mobile content marketing: 6. Budget increase So far we’ve seen many marketers increase their budgets to create more interactive content. In fact, according to the Content Marketing Institute, 77% of marketers said they will create more content in 2016 than in 2015, and 51% said they will increase their budgets. If 2015 is included in the statistics, more than 85% of marketers will increase their budgets. Summarize 2016 is almost halfway through, and interactive content marketing has undergone major changes. Compared with China, as marketers realize the importance of interactive marketing content, they begin to look for new tools and methods to reach more audiences, such as live broadcasting and VR . In the coming months, this trend will become more obvious. It is important for brands or marketers to create highly personalized content and use interactive factors to get consumers involved. Your APP |
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