As the end of the year approaches, experts launch themselves to make prediction lists of the elements that will modify the strategies of the brands or that will force them to make a clean slate (or to continue with what they were doing) in the immediate future. The final stretch for 2016 has just begun and, therefore, the time has come to launch into trying to guess what will determine the strategy of the brands during the following year. Companies will have to adapt to new concerns and new consumer interests. And one of the environments in which they will have to work is in content marketing, an area that has mobile number database free download the strategy of brands in 2015 and that will continue to be important in 2016, although with a series of specific and new characteristics and needs. An analyst has released a series of predictions at Forbes about what brands will have to do in content marketing in 2016, finding that they will continue to battle familiar workhorses and new ones. Will 2016 be the year of the beginning of disappointment? One of the phases all changes must face is disappointment. It is a classic. You just have to look at the different stages of Gartner’s hype cycles, which analyze how the market receives technological innovations. There are the phases of peak attention, in which the interest of consumers and brands runs amok because the media does nothing but talk about it (although innovation is not always necessarily mature). Then comes the phase where reality and expectations collide. And then disappointment. That is not what we have been promised, the protagonists tell themselves.
Perhaps that is the phase that content marketing is called to face. As the expert points out, in 2016 there could be a wave of disenchantment among brands, since the figures for brands that ensure that their approach to content marketing is being effective is still too low.However, this should not be seen as a probem or the end of content marketing. Nothing further. The expert points out that the fact that very few Betting Email List are completely sure that their content marketing is working does not mean that it is not doing it. On the other hand, the disappointment stage is not the end of anything. The Gartner hype cycle is often followed by a recovery in which technology comes out stronger.Adblocking tools will make content marketing shift focusAdblockers have become an element that keeps the media out of sleep on the internet. These tools prevent consumers from seeing the advertising they should be seeing and make achieving good business results much more complex than it already was. But the problems of adblockers not only affect the media, but also affect brands, who see how their advertising messages do not reach their recipients. The brake also does not come in the usual ads. Brands will have to rethink how they do things at all levels, including new advertising formats.Until now, one of the formulas to get consumers to access content marketing was to bet on advertising to position them. Ads were what redirected consumers to those messages. In a world where consumers see fewer ads, brands cannot rely on these avenues. They will have to do it differently: the positioning of their content will have to be eminently organic.Content distribution is one of the fundamental legs of the strategyContent marketing is therefore not just a matter of creating content and creating the most appropriate content at the most appropriate time. It is also a matter of getting that content to those who should be reading it. Therefore, the distribution of content is a key element. As the expert points out, it is what will really make it have economic value. Getting content distributed and reaching consumers is what makes it really valuable.The relationship between content publishers and social networks will be increasingly closeSo far, social media is being viewed as a distribution platform. Brands, the media or Internet users publish their content on their own platforms and then use social networks as one of the legs in their distribution strategy. Twitter or Facebook are the ways that allow the links to that content to reach others and for them to access them.But the nature of the platforms is called upon to change and the relationship between one and the other will be increasingly close, so much so that experts already suggest that in 2016 they will join in a much more direct way. Social networks will no longer serve only as a key to get the content but they will be the means of publishing the content itself. The fact that many social platforms are already creating tools to publish content and larger content only supports this fact. The contents will be published more and more directly in social settings.Instant Articles will not be one more in the Facebook launchesAnd in that race to position itself in the content environment and to create gateways that make sharing it much easier, one of the social networks is trying to play hard. Facebook launched its Instant Articles, which allow publishers to post both content and native advertising directly to their profiles. Pages become publishers and release long content. What will happen to this? The expert believes that it will become a great tool for publishers and one that will carry more and more weight, which will make it one of the hot topics of 2016.Informed consumers will be the normBrands will be able to discover less and less things to consumers and will be able to play less and less with their, so to speak, innocence. Consumers are increasingly aware of the reality in which they move and increasingly have the necessary tools to face the market in an informed way in their purchasing decisions. In recent times, there has been talk of the informed consumer, the buyer who analyzes many and very different sources of information before making a purchase decision, and 2016 wil be the beginning of his reign.No, video won’t go out of style
Who was the big winner in terms of content in 2015? With the year still to end, however, you can already make a pool and choose that winning horse: the videos were the big winners. Consumers are accessing videos more and more and are more and more interested in this content, brands are offering it more and more and are launching this type of content on a recurring basis and online platforms make it easier and easier to publish them. The war between Facebook and YouTube has not achieved more than to give a boost to this type of content.The situation will not change in 2016. The video war is not going to cool down. A Cisco statistic recently pointed out that 69% of bandwidth consumption in 2017 will be associated with video consumption and consumers will therefore watch more and more videos. What the experts point out, in addition, is that the videos will not only be videos created by experts and professionals, but that – as has happened in other areas, such as photography – the boom in personal video is about to fall. The near future will be marked by microvideos created by consumers and which will also have quality finishes thanks to the increasingly powerful cameras of mobile phones.The SEO strategy will focus on one type of contentSEO is not dead, that should be clear from the start. Although some thought that the boom in social networks would make companies allocate amounts of money every time to web positioning (because consumers would be using social environments to discover content and therefore it was not necessary to use search engines to reach them) The truth is that this has not happened and SEO is the same or more important than it was yesterday.What has changed are SEO strategies and what brands do when they want to achieve positioning. The contents that play only with the repetition of keywords no longer work: now the important thing is to make quality content, which is what consumers want and what consumers are looking for. Brands will focus on this content in 2016.Content will not be just for the marketing teamThe content has a lot of potential and many powers, and can be used for more and more things. Therefore, content will cease to be a tool used in the company less and less in a unique and exclusive way by the marketing department. Content marketing will no longer be, so to speak, just marketing. Those in charge of communication, social networks, human resources or even training within the company have begun to see the potential of content and will focus more and more on creating content themselves.You can’t lose sight of your mobileThe mobile environment has been one of the great trends in recent years and one that will make things change in the future as well. Consumers will continue to get hold of mobile terminals and will continue to use them on a recurring basis to access information. Brands will therefore have to worry about making their content more and more easily accessible on these devices.