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Media / Entertainment / CultureContent marketing Trends for 2014
Here are some of the trends you may want to watch out for the upcoming year.
We’ve all heard that content is King. But the strategy behind content marketing adapts every year as the way users interact with content changes, brands revaluate what works and what doesn’t, and Google updates its algorithms. Here are some of the trends you may want to watch out for the upcoming year.
1. Entertain your audience
Content that is useful and relevant is always the way to go. But it’s becoming more and more important that your content also has an entertainment value. Take the example of the public service announcement campaign to promote rail safety – Dumb Ways to Die. Metro Trains in Australia struggled with people’s indifference towards public safety announcements. But this creative animated video achieved massive viral success all across the world. The content was important for users to hear, but it would never have garnered the attention it did without being as entertaining as it was.
2. Paint a story with pictures
The rise of online slideshows, infographics and image-centric social media like Pinterest and Instagram all point to one thing – the role of images are becoming more and more important. Added to this is the fact that people’s attention span for word count is diminishing. Hardly surprising considering we commonly digest our news and information in bite sizes of less than 140 characters.
3. Know your memes
Memes, such as what one finds on 9Gag, have become wildly very popular. People spend hours reading and viewing meme themed content, and it’s widely shared on social media. Although they are for the most part simply entertaining, it’s possible that more and more brands will capitalise on their easily recognisable humour.
4. Be responsive
It is no longer sufficient to only cater to users using a desktop or laptop. The sharp rise in smartphone and tablet technology has changed the way we browse, consume and share content. If your content is not responsive to these devices, you’ll miss out on a very big percentage of online users.
5. Know the difference between B2B and B2C marketing
Especially now that there is so much content to compete with for attention, users can be pickier. While it’s no secret that you should know your target audience inside and out, too often businesses neglect to tailor their content specifically to a B2B (business-to-business) or B2C (business-to-consumer) market. But consumers and businesses are motivated very differently during the sales process. Read online B2B books to get a good idea of the key differences you should know about and employ to make sure you’re hitting the nail on the head with your content marketing strategy. Because it doesn’t help if you’re producing quality content, but it doesn’t appeal to the decision making process of your target market.