Marketing has changed dramatically over the last decade and new research from Hubspot suggests we may be on the verge of another major change. In an online survey of more than 1,000 users, the company highlights the changes currently taking place in the field of content marketing and makes predictions for the future of the field.
Whether you’re a seasoned marketer or just getting your feet wet, here are four main takeaways from the study, along with potential impacts on your current and future marketing strategies.
Users are relying more on social media for catching up on news and information. When compared with engagement rates from two years ago, content engagement is up, on Facebook by more than 57 percent, on Twitter by 25 percent and LinkedIn by 21 percent.
In addition to social media, users are relying more on mobile notifications for relevant content rather than traditional RSS feed notifications. As mobile becomes the primary means of internet access for users, we can expect the use of mobile notifications to also increase.
Simply posting content on your website is no longer enough to ensure engagement. Instead, you must spread content across social media platforms and optimize for mobile with a responsive design and integrated notifications.
Content Consumption Preferences
In the past, blog posts and content articles performed well among users. Today, users have an expanded content-palette and choose video, social media posts and news articles over traditional long-form content.
Video, social media posts and news articles perform well among all audiences and retain audience attention. Although blogs and other long-form content articles are still being consumed, user engagement and attention rates are down.
The change in consumption preferences could be a result of the increased use of mobile for internet access. On mobile devices, video and social media posts are more digestible whereas long-form content tends to be exhaustive.
Mix up your content creation – place an emphasis on social media content, share relevant news articles and create video. When creating long-form content, use engaging titles and break-up information with subtitles for readers who skim for main points.
Intelligent-voice assistants are impacting the way users search for information online. Users employ intelligent assistants – such as Siri, Cortana and Amazon’s Alexa – for search at least once a month and sometimes daily.
As technology improves with intelligent assistants, they will be used more to perform online searches and have a dramatic influence on SEO. Unlike traditional search engine results, with pages of relevant information, an intelligent assistant provides only one answer.
You can increase the likelihood of your content being featured as a direct answer by focusing on the specific questions or problems your content addresses. Your content should pose the question and provide a distinct answer.
Regardless of demographics, video content consumption is up among all audiences. Forty-five percent of respondents report watching at least one hour of online videos each week. On the three major video platforms, Facebook, YouTube and Snapchat, daily video views are in the billions. In the future, online video is anticipated to grow as more people cut cable and rely on streaming for visual-content consumption.
You can prepare for the growth of video by creating video content now – get familiar with this content medium, figure out what works and what doesn’t. By developing your video marketing strategy early-on, you can ensure future success.
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