The Future of Content Marketing and How To Adapt

We all know that the popularity of digital content marketing has been growing fast over the past decade. Every brand is online now, whether big or small – and if they’re not, they run a high risk of being left in the dust by competing brands. Content marketing is diverse, with companies now turning to video content, as well as various forms of social media and influencer advertising to capture and keep their customers attention. 

In an ever-changing world, the future of content marketing is constantly adapting. A brand may have been receiving a fantastic ROI from their previously used methods of content marketing and now isn’t seeing the same results. Why? Because they haven’t adapted to new forms of content marketing. In this article, we take a look at the future of content marketing and how companies can adapt, so they can make sure that they don’t get left behind.

Content Collaboration

Collaboration has become one of the most popular ways to stay visible in the world of content marketing. This may involve collaborating with other businesses for free, as you both reap your own individual benefits from your joint venture. This may also mean paying an influencer to advertise your product on their own platform.

Ann Smarty of Digitalmarketer.com talks about the many benefits of content collaboration with other companies and individuals:

“Collaboration is a possible answer to most of your content marketing struggles. It allows you to save on content creation and marketing (and compete with higher budgets). If you focus on the relationship-building aspect of it, you’ll be able to find content collaborators who’ll be happy to help you for free. Collaboration lets you discover more unique angles and formats you wouldn’t have thought possible if you were the single person working on it.”

Video Content

You’ve probably noticed that video content is making a huge splash in the content marketing world. This is of course somewhat depending on the platform, with both YouTube and TikTok being video-based platforms. However, videos most definitely have their place on Instagram and Facebook as well, with the potential for a short video to go viral on either platform. 

Jay Fuchs of HubSpot explains why video content is here to stay:

“As of 2020, 85% of businesses use video as a marketing tool — up 24% from 2016. And 92% of marketers who use it consider it an important part of their marketing strategy. It’s already a staple in several companies’ content marketing operations, and research indicates that base is going to expand.”

Smartphone Adoption

Are you reading this blog post, right now, on your smartphone? According to statistics, these odds are quite high, with up to 70% of web traffic happening on a mobile device. It cannot be denied that it is an absolute necessity for companies to optimize both their content and their existing website for smartphone use – otherwise risk a potential customer immediately clicking off of their website to find something that’s easier for them to read on their smartphone.

Mark Yeager of Convinceandconvert.com tells us why companies that don’t quickly adapt their content to smartphones will be left in the dust:

“As screens get smaller, above-the-fold content placement takes on an entirely new meaning. Marketers will have to prioritize a strong mobile strategy to stay relevant. Consumers are going to access websites through handheld devices more often than not, so it’s critically important that every user journey is accessible on mobile devices. Email campaigns and landing pages should be designed with a mobile-first strategy, and content will need to be short and to the point.”

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