Content marketing has evolved quite a bit in a short amount of time. What was a market dominated at one point by the largest producer of marginal quality content is now based on connections, content formats, and sharing a connection with audiences across various channels.
Content marketing has evolved beyond our imagination and this has forced marketers to analyze situations and adopt new technologies to remain relevant in a world where consumers turn to the web for education and information.
More than 70 percent of the US consumers are now listening or reading opinions in blogs, forums, and reviews. If you want your voice to be among the few they listen to then you will have to be ready for these three marketing trends:
Better Content Promotion
Earlier, you could publish content on just about any topic in the world and gain a lot of traffic and traction. This is not how it works anymore. More and more marketers have begun publishing content, and the quality is exceptional. You will have to create stellar and salient content which is enjoyable, useful, and inspiring.
But just publishing fantastic content doesn’t necessarily mean you will succeed. This is only the first step. Every other marketer is trying to do the same that is creating exceptional content.
The problem here is, marketers are failing to promote content. They don’t use the best available resources and tools to promote their content. They are spending a lot of time on manual promotion and getting very few results. Manual promotion can only take you so far.
The industry is now pushing towards better content promotion using useful tools that automate the process thereby saving time and other resources. There are tools that can automatically share content on social media, tag content with the most useful keywords, and help content reach more readers.
This isn’t a new topic in the least. But it is gaining popularity quickly as marketers learn that repurposing content is essential. If you have got something which your audience likes, you should try creating more content on that topic.
Repurposed content helps improve your marketing machine. It helps your content go further, faster. It helps increase your fan base and does so with minimal effort from you.
The beauty with this is that you simply have to push your existing content to new channels in a different way and form.
Even simple apps are an excellent opportunity to repurpose content.
New Publishing Options
This trend was kick-started by Facebook with Instant Articles. It isn’t surprising that they went this way. Earlier, content was being shared on Facebook through redirects to outside sources. But with Instant Articles, Facebook itself becomes a publishing platform. It provides publishers more options to get the content to their audience.
Google has introduced rapid content sharing too now through Accelerated Mobile Pages.
What this means is that competition in content marketing will only increase. The market has been saturated and algorithms, new technology, and new formats are making it cheaper and easier for marketers to publish content.
The final result will be floods of content with the best promoted getting meaningful visibility.
The quality of content is important but the biggest difference maker will be how it is promoted, where it is promoted, and whom it is promoted to.