Article

Alexandra Burnett
Alexandra Burnett 3 March 2014
Categories Content

Your Content Marketing Strategy for 2014 and Beyond

Content marketing trends you should be adopting this year.

While content marketing is arguably the most important piece of any modern inbound marketing strategy, it’s a growing and changing area - so what big trends should you be adopting this year?

Mobile finally becomes king

It’s long been predicted that 2014 is the year that mobile will overtake desktop usage. Not only did laptop sales fall by 10.1% last year, but the number of people accessing the internet using a mobile phone has doubled from 24% in 2010 to 53% in 2013.

Action plan: For businesses to stay current, it’s never been more important to have either a responsive website or one that’s optimised for mobile. However, it’s also crucial to create content that can be consumed ‘on the go’– shorter blog posts, images, videos and content that can be easily scanned.

 

Content gets bite-sized

2014 will be the year of bite-sized content, whether that’s sound, sight, motion or copy. Vine, an app that lets you create and share 6-second videos, saw its users jump from 13 million to 40 million this year when it launched its Android app, while 55 million photos are posted on Instagram daily.

It’s not just bite-sized visuals that are growing either. Tumblr, the micro-blogging site, now has 165.2 million blogs, while Twitter’s active users contribute 400 million tweets a day.

Action plan: It’s no longer enough to prepare a 20-page white paper – now you need your content marketing strategy to be delivered in small, digestible bites. Short videos, quotes, status updates, infographics and images will now deliver a bigger audience and higher engagement.

 

The rise of video

Video continues its ascendency in 2014. Every minute 100 hours of video are uploaded to YouTube, while a year’s worth of video footage was shared within just eight hours of the launch of Instagram’s video application.

Bespoke video is not only engaging content for your customers it also delivers impressive results. Embedding a video on your landing page for example increases conversions by 86%.

Action plan: Video has gone from a ‘nice-to-have’ to a ‘must-have’ for your content marketing strategy as customers view videos across a variety of screens and places. As users retain 58% more information of what they see compared to 10% of what they read, it’s time to rethink your content output – if it can be done in a video format, do it.

 

Hiring the right talent

As content marketing continues its ascendency, the role of the marketing team will start to change and evolve. Today’s marketer is spending just 28% of their time on content marketing due to time constraints with 74% of them struggling to create original content.

Action plan: If 2013 was the year that content marketing exploded, then 2014 is the year to get serious about acquiring the right team. Whether it’s restructuring, rolling out a training programme or hiring new staff, skillsets such as copywriting and designing will become even more important in marketing teams.

 

Quality not quantity

In the past, content marketing was about quantity but since Google rolled out its new Hummingbird algorithm, quality is key. The purpose of the release was to make search more human and provide relevant results – 90% of these results have apparently been affected so it’s important to stay ahead of the game.  

Action plan: Quality content will not only help search rankings, interesting content is one of the top 3 reasons people follow brands on social media. Marketers need to create truly original, compelling and above all useful content that customers – both old and new – will want to engage with.

 

 

Discover more about using content marketing to drive lead generation. Get your free eGuide now: What is content marketing?

 

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more
If You’re A Social Media Manager, UGC Should Be Your Top Priority

If You’re A Social Media Manager, UGC Should Be Your Top Priority

It’s high time that the marketing world rethinks what an effective social media manager actually does. Hint: it’s not chasing “likes” or showing off their follower counts. Let’s face it: so many brands today totally miss the mark when it comes to their social content. Maybe their posts come off as too “salesy.” Perhaps they’re pushing too hard, leaving their followers behind in an endless trail of “look at me” posts.

Luisana Cartay
Luisana Cartay 11 September 2017
Read more
Customer Journey Mapping: A Real-Life Approach to Your Digital Marketing Strategy

Customer Journey Mapping: A Real-Life Approach to Your Digital Marketing Strategy

As financial services and insurance (FSI) companies strive to deliver the seamless multi-channel customer experience, the traditional marketing model has been radically reimagined. Innovative institutions are showing how cross-functional teams focusing on the customer journey can work to develop a single view of the customer – an approach that can bring tangible rewards. Yet research shows that large institutions still have some way to go in maximising the return on their investment in this area.

Aoife McIlraith
Aoife McIlraith 18 September 2017
Read more
10 Marketing Lessons From Apple [Infographic]

10 Marketing Lessons From Apple [Infographic]

The 10-year-old kid, selling ice cold fresh lemonade on the street corner in your local neighbourhood had it right. He or she may not have realized it but the simple marketing strategy that they accidentally and innocently came up with works perfectly on the people strolling by on their daily walk.

Ellie Summers
Ellie Summers 19 September 2017
Read more