The first few days of the New Year is always fun. It’s a time when everybody can just brush the past year off and prepare for a brand-new one. The New Year is also a good time for businesses to check up on the past strategies to prepare a brand-new one (or maybe continue a working strategy).
With all the changes in 2015 and the new technology introduced, what changes should we be expecting for 2016? If you ask me, one thing is for sure. We will see a very abrupt rise in use of content for marketing. These are all thanks to increased social media usage by customers, newer technologies, and evolving social media platforms.
Fresh and Live Content is The New Trend
So let’s try to see what will change the content marketing game in 2016. Try to see if your upcoming plans coincide with these changes.
1. Virtual Reality is Now Going Mainstream
A few years ago, the idea of virtual reality was something you would probably read on a gaming forum or a tech magazine. Last year showed everybody that VR is and can be used by people from all walks of life. The emergence of consumer-friendly hardware and the fact that major players like Youtube are offering accessible mobile VR experience for its users brought Virtual Reality to the mainstream. As of today, companies such as Nestle and Samsung have taken advantage of this new and exciting technology. For brands and marketers, the challenge lies in catching up with this tech. To explore all the possibilities and reduce the constraints presented by virtual storytelling. Your team should be able to come up with a plan or two on how you can use VR to your advantage for this year.
2. Going Live for 2016
Today, there are countless number ways to present content. From writing to the more recent live videos. Thanks to the growing number of smartphone users and the improvement of handheld technology, more and more people are viewing live videos as we speak. Publishers and broadcasters are also experimenting with real-time apps to dive into the world of mobile live streaming. In 2015, video advertising pulled ahead of display advertisement. Snapchat tallied a 300% growth in daily video views to around six billion within 6 months. Cisco even went on to say that video will account for over 80 percent of online consumer traffic by the year 2019. Newly released apps such as Periscope and Meerkat are slowly making live streaming a thing among the masses. Certain brands such as Nissan and Target are capitalizing on the real time feel of live feeds to give their fans and followers exclusive access to their events. Other brands use Periscope to connect with their followers, create hype and anticipation for product launch, or connect its customer base to celebrities or other influencers.
3. Go for Assets, not Campaigns
One of the biggest concerns in 2015 was that customers are getting harder and more expensive to reach. Instead of coming up with more campaigns that might end up sucking their budget, some companies are making good use of their own assets. One good example is Telstra and their remodeled phone booths that are now Wi-Fi hotspots in line with their Air program in Australia. Another great example of this comes in the form of AWOL which is a joint program of Qantas and a publisher called Sound Alliance. AWOL is a travel site that focuses on Millenials. A partnership between a publisher and a brand can be a safe and risk-free solution to vary your content delivery.
4. Clients and Agencies are Getting Ready for a Content War
According to the report of PQ Media, 2015 marks the sixth consecutive year of double-digit growth in the world of content marketing. If we include contractor spending and in-house budgets, we are looking at a 145 billion US dollar industry. The figures might not be accurate to the dollar, but it tells us one thing – businesses are really investing heavily on their content marketing. Due to this change, smaller content shops are starting to merge to create mega studios that aim to provide faster and fresher content to its patrons. To the simple business owner, this means that the choices will be fewer this year but expect a much better approach to content marketing from each candidate. The competition among agencies will be fierce so expect more “out-of-the-box” content marketing ideas.
Depending on whether you are a business that needs some changes in their content marketing strategy or an agency that is looking for new techniques, these changes will truly dictate how you should proceed for the new year.
So what do you think is the most significant change for the New Year?