A new study in the Guardian has sought to look forward to next year with the aim of predicting new trends that are likely to emerge in the content marketing industry. These are some of the main points made in the article:
Whilst data-driven marketing is not a new idea, the article argues that data-driven content will begin to make its way into the online field. The more information on customers that is available, the more the marketers will be able to target them with suitable content, in theory both increasing engagement and conversion rates.
Though this should already be an essential element of any firm’s content, there’s no doubting that the more content that is published, the higher quality it will need to be in order to rise to the top of the search engine rankings. The smarter brands will take more time and effort with their website content in order to create excellent ROI.
This year more than ever, it is likely that content will be pushed across more channels than it has been previously. As well as a company’s blog, content can be published across social media, mobile, tablet, web and print. All of these channels have their own benefits.
“Responsive” has been a buzzword in the web design field for the last year, and it’s expected that it will make its way into content marketing in 2014. With content being constantly created all over the web, it’s important to ensure that to have impact a site’s content is delivered when and where readers and viewers want it, thus “responding” to their needs.