The new contextual content strategy
An over-saturation of advertising content – up from 500 to 5,000 messages per day since the 1970s – has led consumers to switch off from sales messages, either by un-subscribing from content channels or simply ignoring new posts. According to Business2Community writer Karen Taylor, there are three golden contextual content rules to remember in order to capture your customer’s attention: you need to put the right content in front of the right prospect at the right time. Honing this technique requires a seismic shift in mind-set, from campaigning to interacting, targeting to engaging. Ultimately, contextual content means making a switch from a financial transaction to a value exchange, helping to build trust with customers.
What will content look like in 2016: an expert’s perspective
With the decentralisation of content creation and decrease in budgets for individual pieces both major factors for future content strategy, Business2Community contributor Brian Honigman casts his expert eye over the content trends that are set to bite in 2016. Driven by the uptake of hyper-targeted contextual content designed to appeal to specific sub-cultures and demographics, Honigman predicts both the rise of both the expert strategic partnerships and in-house brand publishing – a tactic used to great effect by hotel chain Marriott and their Marriott Traveller magazine. Content creation will need to be balanced between this high quality method and spontaneous, relevant, yet low-effort copy that can capture customer attention by being ever-present on news and social media feeds.
88% of marketers will produce more content in 2016
Subscribers are for life, not just for Christmas
Figures from Content Marketing Institute’s latest marketing survey (Content Marketing in the UK 2016: Benchmarks, Budgets, and Trends) give a clear indication that 2016 is set to be a self-reflective year for content marketing. While 88% of marketers will produce more content in 2016 and 66% of marketers are expecting a hike in their content marketing budgets, the perceived effectiveness of this activity has dropped to just 34%, with only 37% reporting the existence of a documented content strategy. So, how can marketers take back the reins on this runaway content carriage? First, you must get some perspective and decide whether your content strategy has a clear foundation, and if so, get it down in writing. Second, you need to stop missing opportunities to sign up subscribers – not just with traditional newsletters, but a whole range of written and multimedia content.
£5.2bn has been spent on content marketing in 2015, with a 25% increase predicted in 2016.
Agility is the new strength in content marketing strategy
Whether reacting immediately to a public vote on a reality TV show or commenting on a fresh news story, content marketing is at its best when it relates to current consumer focus. And, with this focus being spread across hundreds of opportune moments each day, content marketer Aaron Agius gives practical insight into the latest trend being deployed by industry big hitters – agile marketing. The aim is to bring flexibility to your content plan by setting ‘big picture’ marketing goals, rather than a defined destination. This requires copywriters to make predictions based on existing information, cover as many potential outcomes as possible and publish in short bursts at relevant times. This approach can make you the original ‘go to’ source, adding up to growth that may be uneven, but also much healthier.
Megatrends for content’s mega marketers
£5.2bn has been spent on content marketing in 2015, with a 25% increase predicted in 2016. It shouldn’t therefore come as a surprise that 250 of the world’s mega marketers attended the International Content Marketing Association’s annual conference last month, creating a pressure cooker of ideas and insight. With mega marketers come megatrends, and this year turned up the three trends in which you’ll be investing mega effort in 2016. These are: the ever-present drive for quality content, the use of technology to transform content and the rise of personalisation.