Social media and content marketing are hot topics again in 2016. Our focus this month is on being up-to-date across your internet presence. With all the lightning-fast changes taking place in social media and content marketing, we decided to provide a summary of the trends to pay attention to in 2016.
Instant Articles are a new way for publishers to distribute stories. This feature is designed to display stories up to ten times faster than the speed conventional mobile browsers can deliver. The idea is to improve the quality and interactivity of the mobile user experience. Facebook also introduced 360 Video as a means to compete with the likes of YouTube and Vimeo.
Organic search is on a downward trend coming into 2016. What that means for you is that your blog or other marketing content may not get the attention and views it deserves. Enter paid social promotion. All the social networks are pushing aggressively to get your marketing dollars into advertising and promoting your content on their platform. 2016 is the year that you can no longer ignore paid social advertising and promotion.
The basic definition of influencer marketing is to hire or inspire a person of influence in your industry to promote you or your brand. One approach is to market your product/service to an influencer with the intent of converting them into a vocal user. That influencer might be someone with international reach (think Oprah) or someone who has regional or local (think sports star) appeal. The folks at McKinsey found that influencer campaigns enjoyed a 35% higher retention rate and better ROI than standard paid ads.
This type of content can take on various forms. Infographics are an effective way to tell a story and provide lots of details in a visual format. GIFs and videos are dominating the landscape of late. Surveys are a useful tool as long as they are not overused. And a new trend is the intelligent online calculator that can tabulate a variety of things like cost of customer churn, poor ad performance, computer downtime and more.
This one topic is big enough that it deserves its own article (stay tuned). Mobile usage will continue to skyrocket in 2016. Experts believe that we are approaching a tipping point when mobile usage will exceed that of all other devices combined. Yikes! So if you ignored mobile to this point, you can no longer risk being left behind. We will take a deeper dive into mobile marketing trends in our next post.
What trend will you be incorporating into your content marketing strategy in 2016? We’d love to hear your opinions and experiences in the comments.