A sound content marketing strategy is among the better ways a business can help shape its brand identity, garner interest from potential clients, and retain an engaged audience. It lets you set up authority in your space, task legitimacy, and build rely on between you and who you’re aiming to reach.
As you can assume, is actually well worth understanding. But absolutely easier said than done. Content marketing just isn’t static. The landscape of the practice is constantly changing. It doesn’t look the same now as it did ten years ago, and ten years it won’t look exactly like it does now.
It’s a hard topic to pin straight down — one with a fascinating past and an exciting long term. Out of both genuine interest and forward-thinking practicality, you need to understand both where novice and where it’s heading.
Here, we’ll get some perspective on both. We’re going to take a look at how content marketing has evolved in the past decade, and how it could going to evolve within the next one.
How Content Marketing and advertising Evolved in the Past Decade
Google changed the game.
In 2011, Google conducted its landmark Zero Moment of Truth (ZMOT) study. It found that will 88% of shoppers make use of what’s known as a Zero Second of Truth — the discovery and awareness phase in a buying cycle where a consumer researches a product purchasing it. Google’s research furthermore indicated that word of mouth was obviously a definitive factor in swaying that will moment.
The study provides a unique point of reference within the context of content marketing’s evolution. It captures the essence of how and why businesses needed to concentrate on content marketing at the beginning of the 2010s.
It was tacit evidence that companies’ stories were being told online — well beyond the control of their marketing departments — and it also was in their best interest to help shape those conversations.
The ZMOT study highlighted the advantages of sound Search Engine Optimization (SEO). Rating for relevant keywords on search engines became all but essential to bolstering a company’s online presence and holding up during consumers’ Zero Moments of Truth.
But that research wasn’t the only bombshell Search engines dropped in the early 2010s. Around the time the study turned out, Google’s search ranking algorithm changed to discourage “keyword stuffing” — the practice of over and over again loading a webpage along with specific keywords to try to swing search engine rankings.
The change represented what is still a continuous energy by Google to provide customers with positive, helpful on-line experiences. And it did exactly that. The shift that established the stage for companies to focus on producing more top quality, meaningful content.
Social media went up.
But content marketing’s evolution wasn’t exclusively linked to search engines. Social media’s meteoric rise to prominence — probably the most disruptive trends in human history — also had a outstanding impact on the practice. As they platforms developed into mainstays of everyday life, they presented brand new challenges for content entrepreneurs.
As social media evolved, it popularized a different kind of articles consumption than search engines. The boiled down to a matter associated with “pointed versus passive. inch
Consumers use search engines to get content more pointedly. Generally speaking, when you use a search engine, you’re looking for a certain answer or a specific issue. Social media allowed users to consume content more passively on their preferred platforms. The content the thing is on your Facebook feed is finding its way to you — not the other method around.
That trend incentivized the creation of more shareable, attention-grabbing content that could easily be spread across social media channels.
Movie made a push.
Video clip also emerged as one of the prevailing content marketing mediums because the decade progressed, particularly amongst younger consumers. By 2017, over 50% of consumers wished to see videos from brand names they supported — over any other kind of content.
Video is inherently joining. Generally speaking, it’s easier to stick to than blog posts, email newsletters, or ebooks. Gradually, viewers took to it more and more since the decade progressed. By the end of the 2010s, platforms like Youtube . com were central to the scenery of content marketing.
Certainly, content marketing underwent several shifts in the 2010s, yet as I said at the beginning of this article, the practice isn’t — and can never be — static. There are still plenty of changes in the future.
How Content Marketing Can Evolve in the Next Decade
Movie content will continue to rule.
As I just mentioned, movie was emerging as one of the most — if not the most — important mediums meant for content marketing at the end of earlier this decade. There’s no indication that that trend is preventing anytime soon.
As of 2020, 85% of businesses use movie as a marketing tool — upward 24% from 2016. Plus 92% of marketers which use it consider it an important element of their marketing strategy. It’s already a staple in several companies’ content marketing operations, plus research indicates that bottom is going to expand.
According to a survey by Wyzowl, 59% of marketers who weren’t using video in 2019 expected to be using it all through 2020.
Most of told, it looks like the exploration and expansion associated with video as the preeminent medium for content marketing will continue. The priority for marketers is going to be a matter of standing out.
That could mean emphasizing the quality of the content you create — ensuring it’s enriching, well-crafted, and relevant to audiences. You could also try looking to growing platforms like TikTok.
No matter how individual producers and businesses manage to innovate when it comes to movie marketing, the medium will be a mainstay in the evolution of content marketing in the years ahead.
Adjusting for mobile is going to be essential and present new opportunities.
According to Statista, global mobile data traffic within 2022 will be seven instances larger than it was in 2017. Mobile device usage is certainly increasing astronomically, and it’s in every content marketer’s best attention to keep pace with that development.
In 2019, 61% associated with Google searches took place on a mobile device, and that development is showing no signs of slowing down. Having a website optimized for mobile devices will be central to successful SEO efforts. And a lot of the content you create will need to fit that costs as well.
Blogs should be easily navigable on smartphones. Readily accessible video content that your audience can watch on mobile devices will be a big help as well. Leads and customers will need to be capable of get as much out of your cellular resources as your desktop types.
This shift towards cellular will also present new opportunities through emerging kinds of press. More novel mobile technology — like virtual and augmented reality — will have a very real place in the ongoing future of content marketing.
As people continue to rely more on their own mobile devices, content marketers will have to as well.
Successful content could be more empathetic, purposeful, and customer-first.
Google’s ranking algorithm aims to prioritize the content which will mean the most to people. Ideally, by Google’s standards, the first ranking search result for any keyword is the one that best addresses whatever users are looking for. And in all likelihood, the can keep tinkering with their process in pursuit of that interest.
While there’s no telling exactly how the particular algorithm might change in the years ahead, one fact remains — marketers need to focus on high-quality content that will register along with consumers. That means understanding your own audience and putting significant effort into how to reach them best.
As HubSpot Senior Content Strategist Amanda Zantal-Wiener puts it, “Where I am starting to see content switching a corner is in the area associated with empathy. In the years to come, marketers are going to start creating a lot more content that’s truly developed in the mindset of putting themselves in the shoes more — be it their clients, prospects, partners, or someone else inside their audiences. They’ll ask questions like, ‘What does my market need from me at this time? What can I create which truly going to help all of them? ‘ That’s going to become a requirement of marketers when they begin brainstorming content. ”
Research, outreach, and community engagement will become even more important in the context of content creation. Content marketing is trending towards market enrichment as opposed to product promotion. If this shifting tide is true, content marketing will keep become more targeted, purposeful, and customer-centric as the practice advances.
If there’s anything to remove from understanding the previous plus upcoming evolutions of articles marketing it’s this — don’t get too comfortable. New trends and challenges are emerging, and it will always be inside your best interest to stay abreast of them.
And above all else, focus on consistently creating high-quality articles that your audience will always be in a position to get something out of.
Editor’s note: This post was initially published in May 2020 and it has been updated for comprehensiveness.