Author: Kerry Creaswood / Source: Marketing Insider Group In Content Marketing Content marketing isn’t just a sideshow anymore. More and
Content marketing isn’t just a sideshow anymore. More and bigger companies are relying on it as one of their main marketing forms. No longer is content marketing something a handful of companies do. Instead, it’s become a massive monster that is expected to be worth more than 32 billion dollars by 2018.
Of course, that ever growing interest does mean that there is a lot of change and development going on and you’ve got to stay ahead of those if you want to make sure that your content marketing continues to attract eyeballs.
For that reason, let’s take some time to look at the trends that will shape the field this year (and into the future).
Mobile
Yes, you’ve heard it all before. Mobile is now bigger than desktop. Do I even need to put a link to that statistic in here? Though we might be experiencing a little bit of leveling off, that still leaves mobile with the lion’s share.
That means your content has to be mobile-ready.
But then, unless you’ve been living under a rock you already knew that. Here’s that new bit that people don’t really talk about so much. Mobile conversion rates are a lot lower than desktop conversion rates. People simply aren’t as ready to buy on the little screen as they are on the big one.
Several reasons have been proposed for why this is true.
- People might find it hard to buy on that finicky little screen.
- They might not feel that mobiles are as secure as the big screen.
- They might see phones more as something for browsing and entertainment and laptops and desktops as the place to make serious purchases.
All three things are things you can take advantage of in your content marketing strategy. You can make buying things on mobile easier, by reducing the number of keypresses. You can make it clear that buying from your website is secure no matter what device they use. And you can make it really easy for people to begin filling in information on your website and then continue it from another device.
In this way, your content won’t just get eyeballs but will pull in dollars as well.
Diversified content is no longer a cherry on top
Users will get bored if you only put up one type of content. That’s just not how things work anymore. Instead, the expectation is for your site to make use of different types of media, be it infographics, galleries, video, podcast or something else.
Yes, this does mean that you’ve got to diversify your skillset (and possibly your team) of course it does bring some advantages along with it as well. If you diversify how you present your content,…
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