Top 5 Digital Content Marketing Trends for 2016

With 2015 coming to a close, it’s safe to say that digital content marketing is not a trend that is here-one-day-and-gone-the-next; Digital content marketing is here to stay. Companies in all industries are recognizing the importance of a strong content marketing strategy and recognize the importance of leveraging high quality and original content across all digital marketing channels.

Both big and small brands are boosting their budgets for 2016 with the goal of creating even more original content that is engaging and creates conversation.

Take a look at the poll released by SmartInsights back in February of 2015

Digital-marketing-trends-2015-survey

The importance of content marketing doubled that of any other digital marketing trend in 2015, and this was no real surprise to digital content marketing professionals since this was the third consecutive year in which content marketing dominated the trend polls.

So what does that mean for your B2B or B2C business? And how will the digital content marketing trends for 2016 impact your marketing strategy?

  1. Sign Up For the Content Curation Committee

Ok he content curation committee isn’t a real thing (but it should be). Content curation is basically the act of finding and creating content that is relevant to your audience, and strategically distributing it across multiple marketing channels. Content curation tools are automated helpers that guide companies through this process. With marketers getting with the times and relying more on more on technology, the use of content curation and automation softwares is bound to increase. So if you’re looking to go big on the content marketing front in 2016 (and you should, otherwise you should just go home) then find the right content curation tool to help you stay on top of trends and determine what content to share with your followers.

  1. Know your client. Like really know them. Like in a creepy way.

We’re not proud of this prediction, but we believe that 2016 is going to be the creepiest year yet. With hyper-targeting and insane segmentation, content marketing is going to be even more personalized in 2016. This is both good and bad for businesses; while it may be harder to pinpoint your client, when you finally get that secret formula down, you will have a much higher chance of converting them. Why? Well, think about this – if you were casually surfing the internet on your living room couch in your partners oversize shirt eating cereal and you saw an ad that read “Hey you in the oversize pajamas eating banana nut crunch out of a giant bowl, we have a product for you” you’ll buy whatever the hell they are selling.

  1. Your copywriter will have an unhealthy relationship with Mark Zuckerberg

While some of us are still reminiscing about the good old days when Facebook created groups for you based on university housing and class schedule, Facebook is a big deal in the world of content marketers. We’re not even going to bother looking up the exact number of Facebook users because we know it’ll be some unfathomable number

(Ok we looked it up. Facebook boasts 1.01 Billion active users per day. Just to put that in perspective, there are only 3.25 Billion internet users on the planet).

Facebook boasts these stats on their site

Facebook boasts these stats on their site

What does this mean for content marketing in 2016? It means that companies will have to create content that is geared specifically for social media followers. We’re not just talking about Facebook (although numerically it’s hard to argue the dominance Facebook has over all other social media channels) – Over 90% of marketers recognize that social media is the most important channel for content distribution.

If you’re looking to engage with your consumer, you need to prep your copy team to spend lots and lots of time on social media in 2016.

4. Consumers expect to see, read and feel things differently

Mega companies have been making baby steps in terms of wearables, augmented reality and integration of technology into every day lives (that’s right – beyond your cell phone addiction, companies want to get to you no matter where you are or what you are doing). Wearers of Google Glass no longer get strange looks and in 2015, Land Rover drivers were able to engage with a life-size high-res vehicle thanks to augmented reality. What does this mean for digital content marketing in 2016? It means your content will have to be that much more engaging, entertaining and out-of-the-ordinary.

 

Augmented Reality in 2016

The Samsung Gear VS by Oculus makes your Galaxy an augmented reality transporter.

Consumers are expecting to see, feel hear and read in ways they never did in 2016.

Enjoy that content marketers!

  1. You’re competing against your client. And everyone else on the planet basically.

We recognize that this article took a turn to the dark side (we contemplated calling this article “why digital content marketing is going to suck in 2016” but we didn’t want to scare you guys) – but we’re only telling it like it is because we care.

With content being created by everyone, your company is effectively competing against it’s clients. Since the start of the internet (thank you Al Gore) the importance of word of mouth has been increasing, and many times consumers will make decisions based on what other consumers have posted rather than what the company tells them. That means that when you create content to distribute to your consumers, you’re often competing against content written by the very consumers you are targeting.

And that’s not it; you’re not just competing against your consumer down the street – you’re competing against everyone. The internet has made global access a given; made a dress? Someone in china will sell it for less. Have a service? Someone in Ireland can do it for cheaper… the competition doesn’t end.

So as a brand, how to you stand out in 2016? You believe in your product, you promote yourself, and you build a relationship with your consumers because at the end of the day people will pay a bit more for that personal touch (this is the benefit of too much technology).

Good luck marketers!

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