Two decades ago Bill Gates rightly said that content is the king. The recent trend also suggests that industry has rightly understood the underlying significance of the statement as most of the marketers say that their content marketing efforts are more successful than a year ago. According to research conducted by Content Marketing Institute, most of the B2B marketers of North America say that their content marketing approach has been more successful compared to a year ago.
According to the same research, the content marketers attribute their content marketing success to creation of better quality content and more effective content marketing strategies. In context with the results of the recent research findings, it is evident that content marketing has become more matured and organized compared to yesteryears. So how the industry is marketing content to gain the attention of the target audience and fulfill various marketing objectives? Let’s examine the recent trends.
Being committed is the way to break the clutter
The recent trends suggest that the successful content marketers are more serious about content marketing. The research conducted by Content Marketing Institute reveals that 91% of the top performers are highly committed to content marketing. Their goals have been realistic about the estimated returns and achievements of content marketing, and they consistently achieved their targets with an organized effort. Apart from consistent delivery and realistic goals, the top performers have been measuring the impact of the content with content marketing ROI.
Content is more in-depth and longer
Bloggers are putting more effort than before in producing quality content, and according to research studies conducted the average time spent to write a blog is on gradual rise. The steady increase of the average time spent on writing a blog post denotes content creators are keener on quality than quantity.
As the norm goes, consider creating longer and in-depth articles and blogs that deliver value to the target audience. There may be another reason why longer form of content which is more in-depth are preferred and created by content marketers. That is the marketers are now more focused on their target audience with more organized efforts using analytics on a regular basis. This makes their audience more specific who likes in-depth treatment of subjects rather than shallow pieces of information.
Mobile devices are more in use
Mobile devices are more in use by the audience with Campaign Monitor’s findings revealing that 53% of emails are opened on mobile devices. As mobile phones are increasingly becoming the preferred method of reading emails, email marketing has to be mobile friendly. Usage of templates that are responsive to mobile phones would ensure satisfaction of the audience. This would surely increase reach, engagement, conversion, and ROI.
Increased use of interactive content
According to a study by Content Marketing Institute on the usage of interactive content, 75% of the content marketers using interactive content, planned to increase their investment in 2016. This trend is there to increase. The increased usage of interactive content can be attributed to the highly engaging nature of the content which attracts more audience, gathers more insight and increases conversion rates.
Increased use of visual content
Studies suggest the use of videos, GIFs, and visual content is on a steady rise. Infographics have emerged to be an effective tool for marketing content. According to the studies by Unbounce.com, the search volumes of infographics has been increasing by 800% from 2010 to 2012. This trend is still evident with increased supply and demand of infographics in the recent times.
Content is promoted through channels like SEO, social media, influencer marketing, email marketing and paid media. According to research conducted by Orbit Media, more than 95% of the bloggers are promoting their blogs on social media. Promoting blogs and content through emails is becoming more important, and a majority of the bloggers are using email to promote their blogs and content. As the revenue of Google and Facebook is constantly climbing, with the trend of continued investment in native ads, it can be concluded that use of paid media for content promotion is also on the rise. According to the research, all the content promotion techniques deployed are steadily increasing which hints that bloggers and content creators are more concerned about traffic than before.
Content Performance Measurement
According to the research findings, the bloggers who check analytics regularly report of better results from their blog. The research findings of Orbit Media reveal that about 20% of the bloggers do not even have access to the analytics and do not bother about results or performance of their blog. Most of the bloggers usually monitor the results of their posts, but that number has however remained constant over the last few years.
- According to research, the content marketers attribute their content marketing success to creation of better quality content and more effective content marketing strategies.
- The average time spent on writing a blog post is steadily increasing denoting content creators are keener on quality than quantity.
- Usage of interactive content is on the rise which can be attributed to the highly engaging nature of the content which attracts more audience, gathers more insight and increases conversion rates.
- Content is promoted through channels like SEO, social media, influencer marketing, email marketing, and paid media.
- Most of the bloggers usually monitor the results of their posts, but that number has however remained constant over the last few years.