Content is king. Marketers have grown very accustomed to that statement in recent years. And while that saying remains as true today as ever before, content marketing is evolving to suit consumer preferences and the changing business landscape.
As the practice matures and continues to be adopted by more organizations, take a look at five content marketing trends we're seeing today:
1. Distribution. Creating content isn't a case of "If you build it, they will come." While that's not a new fact, today's ultracompetitive content marketing landscape means that distribution takes center stage. Social media is an essential channel for content distribution, and with algorithm changes on certain platforms, many marketers are turning to paid social media advertising to increase the reach of their content. Influencer marketing is also becoming an increasingly popular method for content distribution. Building automated nurture campaigns through campaign automation is another smart strategy for getting content out to existing leads and customers.
2. Repurposing. Smart marketers have been repurposing their content for years, but this strategy has become more popular as the pressure to create more content increases and organizations look to get more bang for their content marketing buck. At ClickDimensions, our greatest repurposing success is our annual Marketing with Microsoft CRM Idea eBook. We compile our best blog posts, divided by topic, into this eBook and update the content each year. You could also turn eBooks or even meaty blog posts into infographics, explainer videos, SlideShare presentations, checklists, GIFs, newsletter articles and more.
3. Visual content. Did you know that 96% of consumers find videos helpful when making purchasing decisions online? Or that 73% of adults in the U.S. are more likely to purchase after watching an online video that explains a product or service? These stats from Animoto illustrate just how visual our world has become. While there is still plenty of room for written words and long-form pieces in content marketing, marketers are adding more and more visual elements to the mix. Videos can be used for a wide variety of content types – from product videos to a behind-the-scenes peek at your company or teams. Infographics are also a great way to incorporate visual content, and are highly effective at explaining processes and statistics.
4. Bigger budgets. It wasn't all that long ago that marketers struggled to get any budget for content marketing initiatives or team members. But times have changed. According to Demand Metric, content marketing costs 62% less than traditional marketing and generates three times as many leads. With success stats like that, it's easy to see why content marketing has started to receive the respect and share of budget that it deserves. The Content Marketing Institute reports that the most effective B2B marketers allocate 42% of their budgets to content marketing, up from 37% last year. Overall, 28% of marketing budgets are now dedicated to content marketing.
5. Quality AND quantity. With so many options to choose from, consumers have high expectations for content. And many organizations expect their marketing teams to produce a steady stream of content. So which side is correct in this age-old debate – quality or quantity? While the answer might have leaned more towards quantity in the past, in content marketing today, the answer is both. Marketers will face increasing pressure to create impactful content, and while the actual volume will vary by organization, an abundance of it too.
Learn more about creating compelling and relevant content in our free eBook, Hooked on Content. Download your copy here.