State of content marketing in 2016: the hits and the misses

If you do, this post about the hits and misses of content marketing in 2016 will help you reassess your ongoing efforts and help you make the necessary changes. This year, several top brands created video content campaigns that resonated with the viewers’ feelings rather than direct upselling. Consistency will help your audience trust you and build a connection with your brand. More than half (57 percent) of B2B technology marketers outsource content writing, designing, editing, and even documenting and distribution efforts. This year, fewer marketers documented their content marketing strategies. (From 35 percent last year to 32 percent this year) There is no definite template for a content marketing strategy because it is different for every business. Jump on the bandwagon of these trends, reach out to experts for their views, or be the first one to share your views on them. Marketers spend more on social ads than on content marketing. Inspite of content marketing costing 62 percent less than outbound marketing and generating 3X more leads (source: DemandMetric), we wonder what compels marketers to spend more on social media advertising. More than half of the marketers struggle with producing engaging content.

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These insights will help you start the new year with a renewed content marketing strategy.

For the last few years, content marketing has formed the largest part of every inbound marketing strategy. Do you use content marketing to generate traffic, leads, or conversions?

If you do, this post about the hits and misses of content marketing in 2016 will help you reassess your ongoing efforts and help you make the necessary changes.

If you’re among those starting out with marketing your product, service, or startup, this post will help you get off on the right foot.

So let’s get straight to it — the state of content marketing in 2016. These components will enable you to stand apart from the competition, build your brand, and gain more traction in 2017.

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Image Credit: Shutterstock

The hits:

#1. Several major brands came up with amazing video marketing campaigns.

Until 2015, there were only a handful of brands, such as GE, Red Bull, and Go Pro that came to mind when you thought about brands creating awesome content.

This year, several top brands created video content campaigns that resonated with the viewers’ feelings rather than direct upselling. The notable ones among them were:

  • Intel’s five-part ‘Meet the Makers’ series showcased people from around the globe using Intel products to create amazing experiences and new technologies. These are motivational stories rather than the video stories created by brands.

Video Link – https://www.youtube.com/watch?v=B2G4zmW8Gsk

  • Alone’s ‘Like A Girl’ campaign used the famous insult to grab your attention and changed it into the ultimate compliment it really is. This video series empowers viewers instead of making them feel inadequate.

Video Link – https://www.youtube.com/watch?v=L3BjUvjOUMc

  • Nike’s ‘Da Da Ding’ video highlighted the growing importance of female athletes in Indian sports. The inspiring and accomplished athletes in this video motivate you to work out better and harder.

Video Link – https://www.youtube.com/watch?v=1UvPZ8fD4B8

The similarity among these videos is that they showcase the product or service in the context of an average consumer’s daily life without feeling like ads. This way, they put across their point while delighting the viewers and moving the marketing needle.

#2. The massive adoption of Snapchat to distribute live content.

With 10 billion mobile videos currently being viewed per day, Snapchat is beating Facebook in the context of daily video user engagement. All you need is a smartphone to record your content. The live video offers unedited and unfiltered content that gives the viewers a sense of realism. One reason why it’s a hit is because of the low cost of content creation with lower friction to create live content.

I got aboard the Snapchat wagon this year and studied the brands and influencers winning here. More than 70 percent of the users are millennials, offering brands a unique clutter-free chance of reaching out to their target audience. Some of my favourite influencers are Justin Kan (a Y Combinator Partner), Mann Billy (an entertainer), Turbanchino (a doodler), and Startup Journey (a channel where Indian entrepreneurs share their journeys).

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#3. Just do one thing and do it well.

We know that the number of blogs or articles does not correlate to more traffic and leads. There are many parameters responsible for driving traffic to your blog and success is not equivalent to putting out more posts.

Every marketer and brand reads numerous articles on how to do content marketing the right way — write long-form content (over 2,000 words), write X times a week, include pictures, etc.

Amid this clutter, just do one thing and do it well. Do you want to build a brand or a publication? Don’t be in the middle.

Identify the value your brand offers, what it stands for, and the perception you intend to drive. If you offer one unique article or video per month consistently week after week, your audience will remember…

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