Where's Content Marketing Taking Us in 2016?
By Sonia Slattery | 17 Dec, 2019
A new year brings with it many things.
From resolutions to change for the better to a fresh, blank slate for your business and marketing objectives, 2016 brings with it a new series of content marketing predictions for the future, forcing a change in perspective from what 2015 had to offer.
Ranging from continued growth of mobile to new episodic content trends, content marketing in 2016 is predicted to put your existing strategy well out of date. Get on top of the trend wave with the help of our free “32 Proven Content Marketing Tips, Tricks and Ideas” eBook which is packed full of professional advice and solutions that can help you design new strategies to keep up with our following predictions for 2016.
The Rise of Interactive Content
A recently growing trend, interactive content will only get bigger throughout 2016. Breaking traditional article molds, interactive content seeks a new format to spread information, using variations on known content marketing methods to attract reader attention. Additions to articles like quizzes, infographics with polls and scroll-over data, calculators, and other clickable, unique features will be on the rise over the coming months.
Interactive objectives have a time and a place, of course, but giving readers a reason to engage is a good way to keep them coming back for more.
Episodic Content Growth
We already know that using content marketing to tell a story is a great way to attract readers and build connections, but why stop there? Episodic content takes the storytelling concept a step further, mirroring book chapters, television episodes, and other forms of media that exist in an ongoing format. By reeling in readers, episodic content seeks to keep the attraction going, bringing interested parties back week after week. In 2016, expect to see a lot more of this popular take on traditional content marketing.
A Deeper Human Connection
A big part of effective content involves creating a human connection, giving readers a reason to relate to content or a company. Historically, marketers have targeted search engines in their generation goals, prioritizing SEO over real human consumption, but in 2016, this may change. 82% of digital marketers are reporting a stronger focus on human readers rather than web crawlers, adding a personal touch that much of modern content marketing is missing. Interactive content plays into this concept well, offering a more reader-centric approach to communicating marketing objectives.
Even More Mobile
As past years have demonstrated, mobile isn't going anywhere. The last decade has seen a sharp rise in mobile web use, ranging from nonexistent to the majority of web traffic. With smartphone and tablet use continuing to grow, marketers will shift even more attention to tailoring content to smaller screens, transitioning everything previously understood about layout, length, spacing, and font size into something optimized for mobile use. Google's Mobilegeddon in 2015 got the ball rolling, but in 2016, mobile content will only gain further momentum.
Whether your New Year's resolutions are personal or professional, centered around self-growth or business development, content should be front and center in your 2016 objectives. By tailoring your new campaigns, methods, and approaches around the projections for what the next eleven months have in store, it's possible to start out on the right foot early, providing a solid foundation for everything the new year will bring.
Feeling a bit under prepared for the year ahead after reading this article? Arm yourself with tried and tested strategies found in our “32 Proven Content Marketing Tips, Tricks and Ideas” eBook.