- Diversification of content channels
- Brands become content companies
- Diversification and expansion of content teams
- Content producers develop closer relationships with e-commerce
- Social issues play a larger role in content
- A changing relationship with Facebook
- Concerns about legislation and data
- Quality of content becomes more important than quantity
- Initial Coin Offering (ICOs) will come to content marketing
- AI and bots in the personification of content.
They’re all good insights, but these are the three trends I believe you should pay attention to:
More brands will become content companies: The CMA predicted that more companies would launch content portals that become profit centers. We’re seeing advice for even small businesses to become content producers. Branded original content sites deliver more valuable buyers than do standard brand websites or search sites, a recent study by the Online Publishers Association found. Visitors to content sites research more, buy more, engage in more transactions, and spend more money.
Diversification of content teams: To embrace this idea of original, branded content you’ll need more content specialists to fulfill both strategy and visual content needs. If you don’t have the skills in-house, look outside. Find a freelancer or a team you can work with to produce the variety of content that’s needed. Or start an in-house training program for your current team.
Quality of content is central to strategy: Quality of the content produced is the key priority, not the quantity. It may mean less content and a concentration on higher-ticket, more immersive editorial – like longer posts, extended video, and podcasts, says the CMA. To produce excellent quality content that reaches your audience.you need a skilled team of content producers.