Content Marketing trends has become a much more important element than ever. Content is the essence of the media, which uses it to transmit information and has the essence of their business, but it has also become a crucial element for brands, which have to use it recurrently and more massive to connect with their consumers. The content have become fashionable and have been erected in the key to connect with the audiences and with the potential consumers.
But while the importance of content marketing trends is less and less debatable, brands and media should become more efficient and more effective at the time to establish what they say, how they say it, and when they say it. That is not enough to simply make content, you have to do it according to what the recipients expect and according to what works. And what will be crucial and decisive in the immediate future? A Valvet study has identified four main lines to understand the route that the content will follow in the immediate future. Looking ahead to 2017, brands and media have to be increasingly clear about the following issues.
The content will become increasingly visual and will be received on smaller and smaller screens
It does not matter that the electronic stores are full of TVs that look like a movie theater, with gigantic screens that allow you to see just about anything. As recalled in the predictions, despite everything, consumers are employing in a much more habitual and much more recurrent other elements to access audiovisual content. 51% of online videos are not being watched either from the desktop or from smart TV on-the-go. They are being viewed from the smartphone. In addition to seeing many videos from smartphones, these are seen more and more from these tracks. The consumption figures of these contents do not stop growing in recent times and more and more are the videos that are seen from the screen of the mobile.
And this is going to be one of the big issues that will mark how we consume content in the immediate future and how content producers will have to respond to it. On one hand, one of the great trends – and almost unquestionable – about what we will do in the immediate future and how we will access information is that more and more visual content will be consumed. The online trend is that the visual press increasingly more and more and the written word see how these contents eat more and more ground. Social networks, after all, are doing nothing more than propping up this idea and making it more and more recurrent. On the other hand, content is being consumed from smaller and smaller screens and from smaller and smaller scenarios.
Audiences are becoming less massive: niche media, specific audiences
Until recently, success in terms of content and media was very marked by the idea of reaching millions of people. It was the idea of millionaire audiences, of reaching out to many people, of being able to connect with the generality. Just look at what are considered the most successful programs of recent times and see the lists of the most successful in recent decades. All of them are ‘golden minute’ programs, those that had moments with spectator peaks that gave print audiences.
However, the reality is now very different. Consumers increasingly use the network to access information, which makes things look different. The network has also multiplied massively (the number of online magazines is expected to increase from 75 million today to 136 million in 2021), which will make the offer much more varied. What happens when the supply becomes more and more varied? It is increasingly possible that things point not to the total and not to content that reaches potentially massive audiences, but rather to focus on much more specific and much smaller scenarios. The media now seek to reach a specialized audience.
This change modifies how content is consumed and in fact also how content created success. Even the big headers looking for much more generic and total audiences are betting on much more concrete and much more specific elements, trying to position themselves in much more limited spaces, creating concrete products for specific markets.
The content in video will be increasingly complex
On the other hand, in this ecosystem in which the audiences will be more specific and in which the contents will be more and more audiovisual it is not necessary to take for granted that with four brushstrokes to have content to the receivers and to meet those requirements is the work done. In reality, and as pointed out in the conclusions of the study, the audiovisual ecosystem is becoming more and more complex, since each time the technology allows to do more things and each time the viewer also expects more and more elements. Virtual reality or artificial intelligence are not even mainstream elements (as we saw on the Digital Marketing Trends 2017), but they will influence how videos are organized and created in the immediate future, and brands can not lose sight of it. These tools will allow you to offer much more relevant videos for users (choosing to offer what they really want to see) or much more memorable experiences.
The key will not only be to produce content
Producers of content not only have to be able to understand these lines of change to be able to connect with consumers in these new times, but also they will have to be able to understand other elements if they want to connect with audiences, if they want to be able to create content that is really memorable and especially if they want that content to be attractive to brands.
The creators of content will have to understand the whole framework that sustains them and will have to be able to move in an increasingly complex advertising market. In fact, and as concluded in the report, “content will continue to inform, but will also be created with the intention of keeping readers and viewers, attract advertisers, promote engagement with sites where it appears and Encourage online visitors to spend more. ” That is, the demands that will support the content will be much greater than ever.
What do you think about this Content Marketing Trends? It will affect your strategy in 2017?