Content marketing in a world of wearables. Much like everything in the digital world, content marketing is always evolving, and if you’re not prepared for what’s coming next, you risk being left behind. Over the last few years, successful content marketing has involved a handful of major changes including the prioritisation of mobile-friendly content, along with the rise of video and live streaming, but there have been few major disruptions. With sales expected to reach 130 million units by 2018 and a projected growth of 35 percent annually until 2019, the wearables market, is expanding like nobody’s business. Whilst a desktop computer or tablet can display an entire article at length for readers to navigate, this level of access is something that cannot be achieved with the tiny screens and limited functionality of a wearable device. This doesn’t mean written articles are going away anytime soon, but rather that the ROI on such content may begin to weaken as more and more users come into conflict with smaller interfaces. Users will instead seek more micro content that offers them instant gratification to their requirements. Alternative mediums The 500ish word article has been the bread and butter of content marketing since the dawn of its time, but as the wearable technology market grows and users demand more immediate outcomes, content marketing in the wearable world will likely go beyond the written word to include include more graphic, video, hologram and AR content, enabling the communication of complex messages in bite-sized chunks. Turning up the volume of audio content Last year, podcasts saw a major resurgence in popularity. Users will covet more immediate experiences that are shaped by their current and past location, and wearable technology enables content marketers to deliver them.
Much like everything in the digital world, content marketing is always evolving, and if you’re not prepared for what’s coming next, you risk being left behind.
Over the last few years, successful content marketing has involved a handful of major changes including the prioritisation of mobile-friendly content, along with the rise of video and live streaming, but there have been few major disruptions.
Now, as we settle into the new year, it’s possible that content marketing as we know it may all be about to change, thanks to wearable technology. With sales expected to reach 130 million units by 2018 and a projected growth of 35 percent annually until 2019, the wearables market, is expanding like nobody’s business.
Even though in many cases, wearables are just more compact versions of our beloved mobile devices, there are some critical differences that may have the power to reshape how we think about content marketing;
How wearables might affect content marketing
Micro content
As marketers, we’re familiar with the process of taking a lengthy message and adapting it to suit various platforms, and this will become more important in the age of wearables. Whilst a desktop computer or tablet can display an entire article at length for readers to navigate, this level of access is something that cannot be achieved with the tiny screens and limited functionality of a wearable device.
This doesn’t mean written articles are going away anytime soon, but rather that the ROI on such content may begin to weaken as more and more users come into conflict with smaller interfaces. Users will instead seek more micro content that offers them instant gratification to their requirements. As a result, articles need to be even more concise.
Alternative mediums
The 500ish word article has been the bread and butter of content marketing since the dawn of its time, but as the wearable technology market grows and users demand more immediate outcomes, content marketing in the wearable world will likely go beyond the written word to include include more graphic, video, hologram and AR content, enabling the communication of complex messages in bite-sized chunks.
Content creation and consumption will have to evolve to accommodate the multiple forms of input and output interactions. We’ve already…
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