It’s hard to believe the 2015 is already gone. But time flies and there’s no turning back the hands of the clock.
Aside from that, 2016 is already shaping up to be a huge year for content marketing.
What existing trends will triumph?
What new trends will emerge?
How will they impact the business world?
There’s no telling how things will pan out, but it’s always fun to play the forecasting game, right?
Without further ado, here are our content marketing predictions for 2016.
1. Email Will Evolve – Again
Despite all the chants from years past, 2014 will prove that email is alive and well. However, it’s changing and will continue to evolve in this new year.
Some of the biggest changes can be seen on the composition front. Marketers are going from creating mass messages that all sound the same to producing highly targeted, focused messages that appeal to individual subscribers.
The competition in the inbox is more fierce than ever, so in order for your marketing message to stand out, you need to focus on combining valuable content with segmentation, personalization, and other tactics that give people a reason to read your emails.
2. Mobile Will Continue to Rise
iPhones, iPads. Androids. Kindles. The mobile revolution is now, and content is the key to tapping into its true marketing potential.
This will continue for many years to come, so in 2016, brands and businesses will need to zoom in on developing a content marketing strategy that keeps mobile in mind.
For the most part, this strategy must involve treating audiences to the same great experience they enjoy on their desktops on mobile devices and their small screens.
From web design to app development, design will be critical in pulling it all together.
3. Visual Content Will Dominate
Content is surely king, but some content is more powerful than others. Lately it seems, the balance of power has shifted heavily in the corner of visual content.
Instead of cranking out long sales pages, more marketers are breaking up those massive blocks of copy by inserting visual cues that make the content easier to digest.
This bandwagon will pick up more riders in the new year as brands look to engage their audience with images, videos, infographics and other visual content that commands attention on first glance and converts after delivering its message.
4. Small Businesses Will Get Frisky with Social Ads
There is plenty to like about social media, but if you ask the average business what they prefer, most will probably cite the low-cost aspect.
While this channel will continue to be a cost effective option for the foreseeable future, there may be some advantages to dumping money into a social-based content marketing strategy.
Facebook, Twitter, LinkedIn, and even image-sharing platform Pinterest have taken a plunge in the advertising game.
Look for marketers to start pouring their budgets into these highly targeted ad models that allow them to reach more of their audience members across the social space.
5. LinkedIn Will Thrive at Content Distribution
I believe the smart money is on LinkedIn.
Now with nearly 300 million users, LinkedIn has become a go-to source for B2B marketers in search of news and networking opportunities.
With a plethora of updates designed around showcasing the visual side of information and new advertising options, look for LinkedIn to become an even bigger channel for content marketing and distribution in 2016.
6. Content Marketing Will Be Prioritized Internally
Fields like social media and big data have reached heights high enough to demand their own special focus.
Now you’ve got your social media managers and big data scientists. Content marketing looks poised to experience a similar breakout in 2016.
Businesses across multiple verticals are starting to understand how important of an asset it is both on and offline.
Don’t be surprised to see more employers creating and looking to fulfill positions such as Content Marketing Strategist and Lead Content Producer.
Content is the fuel behind the biggest trends in marketing. Heck, it arguably is the biggest trend.
Brands have been creating it years. Now they’re getting serious about composing it right from the start and effectively marketing it the masses.