From WordPress on website-based publishers to teens reading fake news: content marketing trends
WordPress: there’ll always be a place for website-based publishers
In an age where social media/publisher apps like Facebook, Twitter and Medium seem to be taking over, what’s happening to website-based publishers? Are they becoming obsolete? WordPress doesn’t think so…
Cameron Albert-Deitch asked the main website-based publishers this question:
“We live in a world where cell phones and tablets are becoming more popular than laptops and desktops… Does this mean that websites are knocking on death’s door? Does the future of publishing lie in the hands of apps?”
Facebook, Twitter, Snapchat and Medium couldn’t scramble together a detailed answer. WordPress, however, did:
“Publishers do want to pursue these social platforms, but they’re not going all-in in a way that they’re going to lose their control of the audience and ultimately what they want to publish”.
WordPress editor, Mark Armstrong
It all comes back to the ‘building your house on rented land’ debate. Website-based publishers have control over their content, whereas those who depend on apps do so at their own risk.
A social leviathan like Facebook might seem like the best place to publish content. And, during the good times, it will maximise your shareability.
But, what happens when the next social media phenomenon has users departing in droves? Facebook changes its approach and ditches your page, or shuts down altogether. You’ll be left with big, fat zilch.
Those who invested in creating content for Vine know what it’s like to have the rug ripped out from under them. Content marketers must use website-based publishers like WordPress to gain maximum value from their content and keep hold of work even when social publishers fall by the wayside.
Millennials to push product content to new heights
Product content influences millennials 40% more than other age groups when making a purchasing decision, according to new data from SurveyMonkey.
Product content is easily available to tech savvy millennials who migrate across multiple devices throughout the day. And, the softly-softly, influence-led approach of content marketing as a method seems to fit with the values they prioritise most.
Millennials are also:
- 50% more likely to prioritise ratings and reviews above all other purchasing factors
- 72% more likely to make a purchase based on photos from other users
While this might seem like no great surprise, it does set an optimistic precedent for the future of content marketing.
As millennials continue to advance their careers and generate more disposable income, it’s their preferences that brands will have to take note of going forward.
Content marketing doomsayers appear to have been well wide of the mark — this method is only set to grow once the millennials truly take over.
Spotted in the news…
82% of 11 – 13 year olds can’t tell sponsored content apart from genuine news stories, researchers from Stamford University have found.
Teens prioritised article detail and supporting imagery over the article source. However, after teens were told an article had been written by a bank executive, they saw no reason to mistrust their motivation for arguing young adults needed more assistance with financial planning.
This study is sure to add fuel to the fire surrounding fake news that’s raged in the wake of Brexit and the US presidential election.