From content personalisation to the ‘Word of the Year’: content marketing trends
Copywriters are still some way off nailing content personalisation
If the stats are to be believed, content marketers have a long way to go — and they know it!
Two new reports (plus one from 2015 that’s been recycled) have detailed consumer preferences for content personalisation. They also include consumers’ attitudes towards brands using their data:
*Graph courtesy of SalesForce
But, the one that content marketers should really sit up and take note of comes from Econsultancy (in partnership with Epsilon and Conversant):
*Graph courtesy of Econsultancy
In essence, this graph shows that content marketers are all too aware of the need to enhance personalisation. But, only 10 – 14% of respondents felt they had a ‘strong capability’ to use these means to achieve their goals.
A successful content personalisation strategy is clearly key to achieving future commercial success. However, it looks like data management vendors will need to find better ways of tracking customers across multiple devices, recognising customer behaviour trends and making data more accessible to marketers.
With this in place, content marketers can focus on coming up with new strategies to make consumers feel that they’re getting the level of individual attention they quite clearly crave.
Content marketers must go mobile-first — and soon!
Content marketers will need to adopt a mobile-first mentality sooner rather than later. This is according to a new report from renowned news agency Reuters.
A couple of weeks ago, we posited that the launch of Google AMP signalled that content marketers must now prioritise content for mobile devices over content for desktop.
Now, Reuters has released research that indicates that 75% of Internet usage in 2017 will come from mobile devices.
If these new figures from Reuters are to be believed, it means content marketers must put the pedal to the metal and avoid the end-of-year lethargy that comes with too many mince pies and fortified wines.
Dig down a little deeper, and there’s a handy signpost that tells content marketers where to make a start.
The headline statistic from the ‘Adobe Email Survey 2016’ states that the average time spent with email rises 17% year-on-year.
*Graph courtesy of Adobe
Within this, millennials are the demographic that spend the the most time with email. 90% of these millennials state that they check their emails on a smartphone — 49% even claim they check their emails before they get out of bed!
So, when you finally take the plunge and ditch desktop in favour of mobile-first content, there would be worse places to start than a tactical, smartphone-orientated email campaign.
Collins announces ‘Word of the Year’, but no one wants to hear it
This decision demonstrates the value of choosing the right word; one that’s versatile enough to mean different things to different people.
Lexicographers estimate the upsurge in usage at around 3,400% on 2015 (the fastest rise ever recorded by Collins).
The first trait that’s undoubtedly contributed to Brexit’s new accolade is its ability to stand in place of more complex phrases, like ‘Britain leaving the EU’.
The other defining factor is that it doesn’t have a definition. The Tory mantra of ‘Brexit means Brexit’ says it all; this is a word — and a political concept — that means almost whatever you want it to mean.
Collins’ selection shows that people will inherently veer towards language that’s succinct, accessible and versatile enough to mean exactly what they want it to — a valuable lesson for copywriters.
Want to see the full version of this story? We’ve prepared an extended edition especially for you!