We have previously covered what content marketing is and how to create content that will convert, according to your prospect’s stage on the Buyer’s Journey. We are now going to talk about the future of content marketing and focus on 4 new trends you might want to keep an eye on. What’s going to be the next big thing? What might your marketing strategy include in the next following years? Keep on reading!
Interested in reading more? 14 content professionals have been working on the subject of content marketing, past present and future. Discover their tips and tricks in our ebook, written by Qualifio, in collaboration with BigKids and FastTrack.
Transmedia storytelling might already ring a bell to some of you. It simply is telling a story or promoting a message to a customer through the use of multiple media platforms.
In the cinema industry, it means creating as much entry points to a story as possible. The Star Wars franchise, for example, represents multiple movies, books, comics, video games and other merchandising which allow their audiences to immerse themselves into the Star Wars universe as much as they like. It represents millions in profits, which are reinvested into creating even more entry points.
Transmedia storytelling will have a big impact on the future of content marketing as we know it. Today, marketers are already in the midst of a change in how they view content marketing. Not only they are using written content to reach customers, but they are also creating their own multitude of entry points: podcasts, ebooks, videos, social networks, etc. Marketers are rethinking and adapting their strategies to engage and growing their audiences.
By learning from the cinema industry, being where your customers are, adapting your message depending on the channels and putting your customers at the heart of your marketing, transmedia storytelling might become your next big ally with growing your brand to the next level.
With Virtual Reality (VR), Augmented Reality (AR), Mixed Reality (MR) and 360 content, technology is at the heart of new trends in marketing. According to State of Digital, the use of immersive content is growing among brands and is expected to reach $143.3 billions in ad spending in 2020.
The emergence of Snapchat filters or Pokemon Go was just the beginning. A study from Kaizen tells us that Virtual Reality already drives 17% higher emotional responses from customers and should help brands attract and convert new audiences.
However, marketers should not experiment with any of these technologies just for the sake of it. What value are they bringing to your audience? Knowing the answer will help your brand increase its sales and help marketers with customers engagement.
Content personalisation and interactivity
With content personalisation, it’s easier to fulfil a customer’s needs. And from a marketing point of view, keeping a customer happy means the brand is building trust with said customer. Depending on the quality of the content offered, the audience will make a purchase and certainly buy again in the future.
What about the interactivity then? More than just personalised content, adding interactivity to the mix will make your audience active instead of passive. With a quiz or a personality test, for example, you’ll engage your customers more and create greater value. It will then result in your customers sharing the content on social networks, by emails, etc.
You have certainly heard of Siri, Google Home or Alexa by now. Artificial Intelligence is more and more efficient to understand human languages. Customers are now allowed to talk to their devices instead of typing, and to be understood by them.
Getting ready for voice search will be crucial in the coming years. SEO experts are already preparing the ground to get better noticed by search engines, and voice is no different. When asking a question to your device, the answer comes quickly in short sentences and simple words. If you’re not ready for voice search, you might be missing an opportunity. Don’t hesitate to implement it to your content strategy right now.
If you’d like to read more about content marketing, our ebook is for you. Written by 14 content professionals, it is packed with additional information and advice for your marketing strategy, creating your content but also on trends to keep an eye on. Don’t wait any longer and discover our ebook now!