To continue to see success with your content marketingstrategy, you need to stay ahead of the game. Technology innovations are constantly disrupting the status quo and creating drastic changes in buyer behaviour.
First, there was initial access to the internet that changed the way people sought information to make buying decisions, forcing companies to go digital. Then, there was the advent of social media, allowing marketing to engage directly with consumers. Smartphones then changed the game again, giving consumers instant access to the internet and making it necessary for all content to be mobile friendly.
And soon, the future will bring about even more changes to content marketing. You need to keep up or your content marketing efforts will become out of date and irrelevant.
Here are some of the key shifts that you need to be prepared for.
The past two years have seen a dramatic increase in content consumption on sites Facebook, Twitter, and LinkedIn. Mobile notifications have also increased. But content aggregators like RSS feeds and Feed.ly have slowed down.
Marketers must follow these new browsing habits. Changing your content distribution approach to focus more heavily on these top three social media platforms as well as mobile aggregators will help you stay timely and reach the highest number of consumers. After all, the content must follow the consumers—and the consumers are moving.
Furthermore, it’s going to be more important than ever for your technology stack to support mobile responsiveness to allow browsers to find your content.
Content Consumption Trends
There’s no doubt that people are going online to perform their own research before making buying decisions. Marketers are already well aware that they need to be online to reach out early in the buying journey. But changes in consumption trends will change the type of content that marketers will need to create to gain attention.
Consumers are now paying the closest attention to videos, social media posts, and news articles. The rest—blog posts, long-form content, and interactive tools—are simply being skimmed.
Social media posts, videos, and news articles are also the most in demand by consumers.
Therefore, marketers may need to re-focus the type of content that they’re creating and distributing in order to get maximum results. Due to the rise in video marketing, leveraging video will be one of the smartest ways for marketers to put out powerful high-quality content that will get noticed. And though you shouldn’t abandon all other types of content, you should make longer content more easily digestible to reflect skimming habits in order to keep people’s attention.
Voice search technology isn’t quite widespread yet, as it’s still being refined, but we expect it to become more popular in the near future as developers improve the experience. It’s already gaining traction, though. Many consumers are already regularly using Siri, Microsoft’s Cortana AI, and Amazon’s Alexa AI.
Voice search will soon have an impact on marketers. The voice search results give only one answer, and marketers will need to figure out how to capitalize on voice search and become the one definitive source of that answer.
We’re already seeing changes in browsing habits and content consumption as well as observing the initial adoption of innovative technologies like voice search. Big players like Facebook, Microsoft, and Google are pushing their innovations, and soon, we will be right in the middle of a full-blown shift in consumer behaviour, yet again.
As a marketer, it’s up to you to anticipate the big changes in behaviours, trends, and technologies, and adapt when required. This will help you to create a content marketing strategy that achieves ROI and helps your business succeed well into the future.
Posted By Author Mike Lieberman, CEO and Chief Revenue Scientist
Mike is the CEO and Chief Revenue Scientist at Square 2. He is passionate about helping people turn their ordinary businesses into businesses people talk about. For more than 25 years, Mike has been working hand-in-hand with CEOs and marketing and sales executives to help them create strategic revenue growth plans, compelling marketing strategies and remarkable sales processes that shorten the sales cycle and increase close rates.