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A Complete Guide to 2016 Content Marketing Trends [Infographic]

zenconTeNT A COMPLETE GUIDE TO 2016 %23 lI. CONTENT MARKETING TRENDS When planning for 2016, where should marketers even start? As the ever-changing world of tech drives consumer action in 2015 trends, 2016 is shaping up to be a year rampant with custom content, unique videos, and adaptive websites that suit mobile browsing. It's time to get creative in the realm of tech. With smartphone users set to top 2 billion in 2016 (eMarketer) and over 90% of marketers leaning on interactive content to educate buyers (ion interactive), optimization for mobile devices is one of the many keys to a successful strategy through next year. Digital Marketing Trends for 2016 Current marketing trends that pave the way for 2016 CONTENT MARKETING Content marketing generates AUTOMATION 67% of those who use marketing automation find it either very 3 times many leads as as traditional outbound marketing while costing 62% less. 86% of businesses effective or effective. 84% of top performing companies are using automation, or plan to use now use content marketing. it in 2015. BLOGGING SOCIAL MEDIA In a 2015 Social Media Marketing Industry Report by Social Media Examiner, 92% of marketers said Social Media is important to their business model. Companies that blog receive blog 97% more links to their site and have 67% more leads than those who don't blog. SEM VIDEO 58% of B2B marketers use SEM, making it the most-used paid method for distributing content. In a 2015 Social Media Marketing Industry Report by Social Media Examiner, 57% of marketers say they use video in their digital marketing strategies. Main Marketing Goals for 2016 The importance of each to B2C marketing goals, based on a 2015 study by the Content Marketing Institute 88% 88% 87% Engagement Customer Loyalty Brand Awareness 77% 69% 69% Sales Lead Generation Customer Evangelism How to Measure Marketing Success The most effective ways to measure B2C marketing success, based on a 2015 study by the Content Marketing Institute Time spent on Site Website 62% 38% Traffic 54% 34% Sales Subscriber Growth Inbound 39% 23% SEO Rank Links Popular B2C Content Marketing Tactics The B2C content marketing tactics brands use most, based on a 2015 study by the Content Marketing Institute 93% 80% 78% 75% 74% 67% 45% 42% Social Newsletters Articles (on site) Photos/ Blogging Videos Infographics Mobile Media Illustrations Apps (other than blogs) What to Focus on in 2016 When in doubt, go with the "less is more" tactic MOBILE APP ADAPTIVE CONTENT Over 2 billion consumers are In 2014, 52% of consumers were more likely to shop at a retailer that offered in-store navigation on a mobile device. projected to have smartphones in 2016. USER-GENERATED CONTENT NICHE SOCIAL MEDIA SITES 64% of millennials and 53% of LIKE SNAPCHAT, VINE, ETC. Niche social media sites are baby boomers desire options when it comes to sharing their opinions about better powerful on their own. Snapchat has over 100 million monthly brands online. Consumers trust user users that brands can harness to generated content (like reviews and videos) more than all other types of marketing media. deliver messages and unique content. VIDEOS TOUCHSCREEN/ In 2016, online videos are INTERACTIVE CONTENT expected to double in amount 93% of marketers say that to 1.5 billion. interactive content is effective when educating a buyer. What to Invest in for 2016 Content Creation is #1 According to the CMO council, 26% of all marketing dollars in the United States are directed toward custom and branded content. PAID ADVERTISING/ PAID SOCIAL EDITORIAL AND ADWORDS MEDIA STRATEGY PLANNING With paid advertising, brands can target custom ads at a specific audience to improve their overall reach. Google AdWords is handy in setting a budget and discerning which keywords will generate better search ranking for Investing in paid social media (Facebook targeted posts, Twitter ads, etc.) sends your custom content Budgeting for editorial and strategy planning is important to understanding the goals and objectives of the company's marketing presence. It is also helpful in laying out a detailed schedule of social media, blog, and article posts, allowing marketers the opportunity to create an effective flow for content. out to a greater number of people via social channels, increasing your overall audience. It can also be an effective way to measure what types of content your audience responds to most so that you can tailor your content even more in the written content. future. Content Marketing Planning Techniques What it all means OUTREACH ANALYTICS As outreach marketing aims to create content with a human touch to appeal to people who relate to the brand, it is important to plan for ways to reach your audience by studying the audience's buying habits and demographic information. When done using analytics, this can help you create authentic, honest content that speaks directly to your audience. CONTENT DISTRIBUTION INVESTMENT While planning which techniques to use, consider budgeting for various content distribution channels. This can encompass budgeting for the creation of content, paid advertising, brand partnerships, traditional PR, native ads on social media, and content swapping with other companies. ROI ANALYTICS ROI, or return on investment, shows a brand or business the benefits of investing in a marketing resource. Studying the analytical results of investment gains when compared to investment costs gives a business insight into how well their marketing plan is functioning, and what to adjust for the next year. EDITORIAL CALENDARS Editorial calendars are an extremely useful tool when planning out lengthy periods of content marketing strategies. They allow marketers and content marketing teams to map out campaigns, decide when to start advertising campaigns, and create a theme for their marketing plan. 25 CUSTOMER ENGAGEMENT MAPPING Studying customer engagement gives brands insight into how their customers act when making purchases. Typically, this includes brand awareness, consideration of content and products, decision post-purchase feedback or online activity. Mapping out the most common ways that customers engage with the brand during these steps opens a window of insight into the best ways to making about purchases, and then deliver content to an audience and boost sales. CUSTOMER FEEDBACK Customer feedback is key to understanding how the entire business model functions. When considering marketing planning techniques, it is important to incorporate ways to take advantage of customer feedback so that brands can improve engagement and loyalty. How to Get It All Done in 2016 Key steps for strategy success When you dive into creating and executing a content marketing plan for 2016, hitting the key points below will get your business started in the right direction. • Devise an overall budget & divide it amongst marketing objectives STRATEGY & PLANNING Study the audience to get a feel for what types of content will engage them most • Assign the objectives to marketing team members and coordinate with all departments • Decide on the frequency of content creation and distribution for all channels • Create an editorial calendar to plan for content distribution, post timing, advertising campaigns, and any other objectives Source professional help for creating unique content of all varieties • Measure ROl using analytics gathered along the way to determine the success of the content marketing plan, and to see what might need adjusting Consistently create relevant, timely content that appeals to the audience based on engagement, feedback, current trends, and customer action CREATION • Edit & reproduce the content to use on various channels, providing unique pieces for social media, blogs, apps, videos, and PR material • Outsource to content creation companies for creative material, or when a large amount of content is needed by a certain date DISTRIBUTION • Distribute the content on brand channels, including social media, apps, blogs, and on-site features like videos and guides • Boost the overall reach by utilizing paid media options, creating advertisements on sites like Twitter and Facebook to reach relevant audiences, and using Google AdWords to increase search result ranking • Identify key audience influencers who have a high reach within the online community and reach out to them to distribute content to zencoNTenT www.zencontent.com Da

A Complete Guide to 2016 Content Marketing Trends [Infographic]

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A complete infographic guide on what to expect in content marketing for the upcoming 2016 year.

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