From useful content to Pokémon Go – content marketing trends

New study reveals the importance of writing useful content

The inaugural Digital Satisfaction Index (DSI) has revealed a clear link between users’ online satisfaction, and the degree to which the content they consumed was useful and trustworthy.happy_satisfaction_online

  • A partnership between Northwestern University’s Medill School and performance marketing agency Performics launched the index. It brings together data from 3,000 U.S. and U.K. web users, to analyse consumer attitudes towards online content and marketing.

They plotted the responses on this scale:

DSI scale

According to the DSI, utility is the most important contributing factor to a positive online experience. Social interaction and trust came in at second place.

DSI factors

The DSI scale provides content marketers with valuable information about how to keep their users happy. Namely: content must be useful! It should also be sufficiently engaging that users feel compelled to share it on their social networks. Finally, users must feel they trust your organisation as a credible source of the information they require.

2016 Internet Trends Report shows adblocker use up 93%

The rise of adblockers shows no sign of abating, and from coaxing users into an ‘ad light’ experience through to lecturing them on the ‘ethical issues’ of using an adblocker.

The use of adblockers has increased exponentially. According to the 2016 Internet Trends Report:

  • 93% of web users would consider using an adblocker
  • Adblocking on desktop has risen 16% globally year-on-year since 2009
  • Adblocking software on mobile devices is up 94% year-on-year[1]

Even mobile phone networks are getting in on the act. With customers unhappy at spending up to 20% of their data allowances to view unwanted ads, some phones are now coming pre-installed with adblocker technology.

Content marketers who depend upon ad revenue need to up their game and think of new and creative ways to encourage users to engage with ads, as this interaction clearly cannot be imposed on users against their will.

What content marketers must learn from Pokémon Go

Pokéstats: Gotta catch ‘em all

To truly appreciate the meteoric trajectory of Pokémon Go since its launch on July 6th, we’ve got to get down to brass tacks:

  • Within a week, the app had already added $5.1 billion to Nintendo’s market value[2]
  • With over 75 million downloads[3] and approximately 21 million daily active users[4], Pokémon Go is already bigger than Twitter, Facebook, Instagram and Snapchat on Android devices1

And, here’s what all that looks like in chart form…

Pokemon go graph

*Graph courtesy of Slice Technologies

It would be foolish of content marketers not to at least consider the lessons to be learned from the app’s immense popularity and innovative capabilities.

Here’s the Write My Site take on how to take inspiration from the Pokémon Go phenomenon:

The power of nostalgia

It’s easy to make the mistake of assuming that the development of content is linear. But don’t be fool yourself that anything over six months old has been left to wander off into the elephant’s graveyard.

Pokémon was released in 1995. Multiple series have come out since then, but this latest AR version has gone back to the pioneering model in an attempt to appeal to Pokémon’s original fan-base (who are now in their late 20s and have disposable income to burn).

This tells us that if there’s a new angle or type of technology that lets you enhance and re-use content that’s proved popular in the past, then you can generate some unexpectedly positive (and, cost-effective) results.

Get set to ‘Go’

Pokémon Go tells us (literally) how far people are willing to go for great content that’s original, social and engaging. If you can tick all of these boxes and produce content of the highest calibre, then you don’t need to worry that a bigger competitor will come along and bury your content by outspending you on production and marketing. Your loyal fanbase will continue to engage with you and your content.

[1] huffingtonpost.co.uk/richard-armstrong/blockoff_b_10475174.html

[2] adweek.com/news/technology/pok-mon-go-inspiring-small-retailers-so-has-augmented-reality-gone-mainstream-172478

[3] gamespot.com/articles/pokemon-go-estimated-to-have-been-downloaded-75-mi/1100-6442180/

[4] vg247.com/2016/07/20/pokemon-go-has-earned-35-million-thanks-to-its-30m-users-per-intelligence-firm/

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