Content in 2014: Changing Landscape

Content is now an integral part of every brand’s digital marketing strategy. Consumers are accessing internet using different channels and almost half of the global population is now using internet. The way consumers consume content online is changing too. It is important that digital marketers understand ongoing trend in content so that devise a successful content strategy. Let’s take a look at some of these trends:

content-image1

1.      Content Competition will Become Intense

According to an infographic shared by Chartbeat, an average of 92,000 articles are posted on web each day. This points out the intensity of the competition in sharing content online. Mere posting content on regular basis is not enough. That’s what every brand is doing. So how do you differentiate your content from the crowd? Well, it’s possible through development of a content strategy. It is important that before creating content, you have a fair understanding of what are the products and services brand is dealing into and the time consumers invest online to look for the information and write reviews. If a brand’s product is such that consumers spend considerable amount of time online researching for the product, then the content strategy for that brand should include lot of information on product features, the benefits, consumers’ reviews, etc. so that it can help consumers take purchase decision.  If consumers spend less time looking for product online, then brands should focus more on building brand loyalty and retaining existing customers.

 2.      Metrics to Measure Content Success Will be Important

Brands have been focusing on traffic and number of page views in order to measure the success of content. These are traditional measures which can be misleading. In order to determine the right metrics for content piece it’s important to know the goal of the content. The goal of the content could be to boost brand awareness, lead generation, drive traffic or all of them. The metric, in this case, can be a combination of organic traffic + % of returning visitors + bounce rate and time on site.

3.      Content for Different Social Media Channels

Brands have started creating content for different social media channels like for YouTube and Pinterest. This goes without saying that one size does not fit all. Content has to be customized according to the different platforms. For example, more and more consumers have now started using their mobile phones for product research. Brands need to devise mobile content strategy in order to cater Smartphone population.

Thus, we can say that as competition is becoming fierce and technology is evolving, importance of content is surely going to rise in the times to come. Brands need to focus on their content and the audience they are catering to.

Content Marketing

Leave a Reply

Your email address will not be published. Required fields are marked *