2016 is bringing changes to not only how content is consumed but also how it is published. Here are a few Content Marketing Trends which are going to usher in an exciting year for content marketing.
The rise of new publishing options on Social Media like Instant articles will bring more visibility for publishers. As Facebook tries to rival search engines to be the gateway for content, other “fringe” Social Networks aren’t far behind. Networks like, Snapchat, Instagram, etc which were once considered Fringe are now part of the mainstream. Content Aggregation, like Twitter’s Curator, will enable users to know about trends instantly and from one place. Paid social will also grow in importance. Social Networks have continuously reduced organic reach and pushed for their paid options to “boost” views. Paid Social is only going to grow this year.
Content personalization will gain importance as it increasingly becomes the only way to cut through the noise of digital marketing. Creating cool graphical content and focusing more on personalization will be important. The “Me-to-You” approach in Content Marketing is going to be the focus of a lot of brands in 2016. The Introduction of Google’s Knowledge Graph is going to push publishers to write for the users instead of search Engines. Interactive content (like GIFs), will be more visible across Timelines.
The Virtual reality era in content can finally become a reality. If Facebook’s Video 360 is a big success and gains traction then there is a good chance that we’ll see a lot of new technological shifts in content creation. Talking about content creation, algorithms which are going to write content on their own will be more visible. They are actively generating content even now, but it is only limited to compiling articles like weather updates. The future will see less reliance on human effort and more on algorithms. 2016 can show us a glimpse of that future.
Mobile continues to grow rapidly. 2016 will be no different. Content suited for a mobile audience will be more visible than ever. Campaigns targeted at mobile users will gain more traction, apart from the ones focused on App downloads.
2016 is going to bring a lot of innovation in Content.