The 8 Hottest Content Marketing Trends For 2016 [Infographic]
What are the hottest content marketing trends in 2016?
With so many blogs and articles out there on the latest content marketing trends, technologies, channels and tools, how do you keep up and know which ones you should be paying attention to?
To help content marketers get up to speed and stay ahead of the curve, CJG Digital Marketing has picked out eight key content marketing trends and movers that will change the marketing space in 2016 which you can’t ignore:
- Content Marketing Is Key To Marketing Success
The B2B and B2C markets may have different customer groups and strategies and tools to reach their audience, but one thing that remains the same is that content marketing has and will continue to drive both markets.
According to eMarketer, 76% of B2B marketers surveyed said they planned to increase their content marketing creation and use in 2016, with only 19% reporting the same amount for this year.
This is no surprise since CMI’s 2016 B2B Content Marketing report found that the most effective B2B marketers plan to increase their content marketing budget in the next 12 months. The most effective marketers allocate nearly twice as much of their total marketing budget on content marketing compared to their average peers.
The research also found that 61% of the most effective content marketers meet daily or weekly with their teams to discuss their content marketing programs. 60% of the most effective organizations have a documented content marketing strategy, with 62% reported that their strategy very closely guides their content marketing efforts.
CMI’s 2016 B2C Content Marketing report found similar trends for B2C markets. More effective B2C marketers have a documented marketing strategy, and up to 48% of the most successful marketers meet with their teams on a daily or weekly basis. Similarly, B2C marketers are investing more of their total marketing budget on content marketing.
- Deeper Focus on People, Less On Search Engines
82% of marketers are spending more time to understand their target audience’s needs to develop content they actually want, rather than producing content only for search engines. Effective marketers are also focusing on using keywords, images and videos to provide better content and experiences and to attract people’s attention.
- Rise of Artificial Intelligence In Search
Search algorithm changes mean more importance is placed on long-form content and semantic search. Google’s Knowledge Graph, for example, is helping search users pull up better results for their long-term search queries.
This year, Google is taking this to the next level by using Artificial Intelligence (AI) to facilitate search queries. Last year alone, nearly 15% of unique searches are completed by Google’s RankBrain, and this number is expected to rise in 2016.
- Automatic Content Creation From Aggregated Content
New software will soon be available to help marketers compile and create new content from all the information shared by social media users around the world. We’re starting to see this with Twitter’s Project Lightning, which creates new stories based on the images, posts, videos and other content people share in their tweets.
- Content Creation From Automated Algorithms
Many marketers are looking for new and more effective ways to create content beyond their freelancers. We may begin to see marketers producing content through robotic algorithms soon, as these technologies continue to improve and become more sophisticated. It has been predicted that this year we may start to see automated algorithms creating simple content for a wide range of industries, including journalism and finance.
- New Social Media Channels For Publishing
Facebook’s Instant Articles feature provided marketers a new publishing option to get more visibility. Other social media platforms, such as Snapchat’s Discover, are also introducing their own publishing options to allow brands to more effectively share content and reach their target audiences.
- Visual Content Is Here To Stay
Many brands have already started experimenting with visual content last year, and in 2016 we will see even more marketers using visuals for content marketing. Video and visual content will be key to successful content marketing, as more users are consuming content on the go using their mobile devices.
Jay Baer, President of Convince and Convert, has also predicted that 2016 will be the year of video, where video content will “take its right place as the petri dish of great content marketing.”
- Interactive Content Gains Momentum
New technologies like Oculus Rift will present marketers with new ways to create content and engage consumers through immersive marketing. Top brands will take advantage of these exciting opportunities to tell and share their brand stories, and create even more interactive, personalized experience for consumers, to help stay ahead of their competition in 2016 and beyond.
Check out the full infographic from CJG Digital Marketing below. Do you think CJG Digital Marketing missed any other top content marketing trends you should know? Please share your ideas!
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