Chuck Frey, director of Online Training at the Content Marketing Institute, presented 8 trends in content marketing at our January luncheon.
These trends require a strategic approach and a need to focus on audience needs (instead of products or brands). The 8 trends Chuck shared are:
1. Less content, greater impact
This trend reminds us to be concise in our writing. Focus on the main goal and get straight to the point so that your audience can soak up the main aspects of the content.
2. Focused content distribution
Focusing on fewer social media platforms and placing more effort on just a few will help with targeting those specific audiences. In other words, “focus and own it” with one or two channels, and grow from there.
3. Branded content
Consistently published content should be customer-focused.
4. Delivering a true mobile experience
Most mobile content is actually just rearranged desktop content. This trend reminds us to create unique mobile experiences for our consumers. Whether this is through apps, links or websites, develop something that creates a better user experience and stands out from the rest.
5. The rise of ad blockers
The goal of this trend is to create content experiences without ads that will be blocked by users. Chuck predicts that banner ads will eventually disappear since most people tend to be irritated by these ads, meaning we need to get creative when it comes to attracting our audience and producing ads.
6. Accelerating changes in social media business models
This trends involves driving people to your own media. In other words, you have to “pay to play” if you want to spread content to more outlets, but you can use the content you own to get your message out.
7. Audience building
This should be a big priority for all content marketers. It’s important to drive your target audiences to your website. In order to do so, you must target your ads to match your audience’s personas.
8. Thinking like a publisher
This is a clearly defined “editorial mission,” where there is a well-developed business model and processes to produce content efficiently. Content marketers can learn a lot from their publishes.