A strong content marketing plan is one of the most effective methods for a firm to build its brand identity, grab prospects’ attention, and keep an engaged audience. It enables you to create authority in your sector, project credibility, and generate trust with the audience you’re attempting to reach.
As you may imagine, it’s well worth comprehending. However, this is easier said than done. Content marketing is not a static endeavor. The practice landscape is always shifting. It does not appear the same as it did 10 years ago, and it will not appear the same in the next 10 years.
It’s a challenging subject to lock down – one with an intriguing history and an exciting future. It’s critical to understand both where it’s been and where it’s going out of genuine curiosity and forward-thinking pragmatism.
We’ll gain some perspective on both in this section. We’re going to examine how content marketing has changed over the last decade and how, according to expert forecasts, it will evolve in the future decade.
Video Marketing – A Lookback at The Numbers, it’s Generating
Leveraging videos as part of your content strategy continues to be one of the most effective decisions in terms of marketing and overall business.
Being a visual species, people are more receptive to a message when it comes to characters, a story, the backgrounds, and stimulating audios that build feel a sense of connection and empathy directed towards the brand.
Many experts will tell your video is here to stay. However, the sheer volume of video content we see coming from around the world speaks of the exponential growth and significance of video as a segment of content marketing.
Let’s have a look at a few video trends that will help you understand how far digital content is dependent on this visual medium.
Did you know? According to Tubular Insights, 73% of B2B marketers claim that videos have a positive impact on their ROI.
According to Cisco, by the year 2022, online videos will represent more than 82% of the entire internet traffic, which is 15 times higher than it was in 2017.
People are increasingly watching videos on digital platforms, whether it’s through blogs, Facebook, or YouTube.
Videos are consumers’ favorite form of content to watch from brands on social media channels. Providing more video content is also highly beneficial for companies as the more audiences engage with branded content, the more it influences purchasing decisions.
The consumption of video content on mobile devices is increasing by 100% every year. People are watching videos on their smartphones as a regular practice, which means there is always space for marketers to publish interesting content that grabs attention.
The Rise in Social Media
However, the rise of content marketing was not entirely dependent on search engines. The spectacular rise to the popularity of social media — one of the most disruptive phenomena in human history — has a major effect on the discipline as well. As these channels became more integrated into daily life, they introduced new obstacles for content marketers.
As social media expanded, it promoted a mode of content consumption distinct from that of search engines. The distinction came down to “directed vs. passive.”
Consumers use search engines to locate content more precisely. By and large, when you use a search engine, you’re seeking an answer or information on a certain subject.
Users were able to consume material more passively via social media on their preferred channels. The stuff that appears in your Facebook feed is being sent to you, not the other way around.
This tendency pushed content creators to create more shareable, attention-grabbing content that could readily be shared across several social media networks.
The Future of Content Marketing – What to expect
Video content will continue to rule
As I previously stated, the video was becoming a critical — if not the most critical — channel for content marketing around the close of the previous decade. There are no signs that this tendency will reverse any time soon.
In 2020, media uploads climbed by 80% year over year, indicating how the epidemic boosted video creation and consumption.
Additionally, as Rachael Perry, Canva’s B2B Head of Content reminds out,
“Video content is positioned for massive growth now, especially as video-first social platforms like TikTok continue to rule.”
He further added, “Until now, video creation has been complex, but there are new tools making it easier. If you can understand what your audience truly needs, video can help you provide that value in a memorable way.”
In sum, it appears as though video research and extension as the primary medium for content marketing will continue. The aim for marketers will be to differentiate themselves.
This may include highlighting the quality of the information you provide – ensuring it is educational, well-crafted, and relevant to your audience. Additionally, you may look at upcoming services like TikTok.
Jose (Caya) Cayasso, CEO & Co-Founder of Slidebean, said he urges organizations to go beyond the more typical content marketing channels — blogging, email marketing, and SEO — in order to establish “wider moats” around their content initiatives.
Regardless of how innovative individual producers and businesses are with video marketing, the medium will continue to be a pillar in the growth of content marketing in the future.
Video Marketing Benefits
The growth of video content in the digital landscape and how people react to it is so interesting to watch.
With more than 500 hours of content being uploaded to YouTube every single minute, it only brings the situation into perspective. Videos are dominating digital content production and consumption on a holistic level, and rightfully so.
The increasing dependency on video content has led to an introduction and use of several types and styles of videos across the internet.
Some of the more commonly consumed forms include animated explainer videos, tutorial and educational videos, whiteboard animation videos, demo and product videos, Vlogs, video interviews, and client testimonials videos.
Now, let’s dive into some of the reasons that motivate content marketers to invest time and resources into producing video content.
Significantly amplifies SEO
If correctly done, video content can highly amplify your SEO precisely because of how Google’s algorithm generates search engine results. When Google ranks a website, it mainly focuses on the quality of your content in terms of the purpose of the webpage and the relevance to the intention of someone’s search keywords.
As long as your videos cater to visitors’ search intent, it will help you rank higher on Google. Secondly, by producing SEO-friendly video content, you also try to rank within the first ten results on the video section of Google.
Lastly, your websites can also add more value to your online visibility as they may be picked as search snippets when users specifically look up video content.
Besides, the integration of videos on your website can help keep people on your website for longer and make it easy for people to link back to your video or share it on different platforms. SEO-friendly video marketing will generally improve the quality of your overall SEO.
One of the major reasons for this boom in video marketing across industries and markets is how responsive and flexible the content format is over different platforms and digital channels.
You can easily embed explainer videos on the homepage of your website describing your brand values or educating about the products or services.
Otherwise, companies also commonly include video content in the form of client testimonials within blog posts to increase the reader’s interaction and the inner page as a product or service demo.
When talking about video content, you cannot miss out on social media channels like Facebook, Instagram, and Snapchat and video-sharing platforms like YouTube.
From stories to basic posts on the feed, video content, whether it’s user-generated or from brands, highly dominates these platforms. Furthermore, viewers can also very easily share videos they like with friends, family and over their own feed.
Videos are not only compatible with different platforms, but they are responsive to different devices. Whether you are using a desktop, laptop, smartphone, iPads, or any other device with access to the internet, you are most likely to enjoy your experience of watching online videos.
However, with the increasing shift of people using mobile devices to view video content, very subtlety has motivated the majority of platforms to upload videos in vertical format instead of the landscape to facilitate smartphone users and provide a better experience.
Content marketing augmented with video
It is not hard to realize why video marketing is said to be the future of content marketing. Look around yourself, and you will see how people globally are consuming video content like never before. YouTube is the second most-used visited website, after Google, to look up their search queries.
Product demos, tutorials, how-to-videos, educational videos, entertaining videos, you name it, and it’s being searched and watched somewhere.
As people are using videos as an alternative to digital content, companies and brands have no other option but to give in because video marketing is more than a trend. It’s now an integral part of any conversion funnel that you design.
Adapting to mobile will be critical and will open up new possibilities
Global mobile data traffic will be seven times greater in 2022 than it was in 2017. Mobile device usage is exploding, and it is in the best interest of every content marketer to stay up with that trend.
In 2021, 61% of Google searches were conducted on a mobile device, and this trend shows no signs of abating. Having a mobile-friendly website is critical for effective SEO efforts. And a good deal of the stuff you develop will have to conform to that standard as well.
Smartphones should be able to navigate blogs effortlessly. Additionally, easily available video content that your audience may see on mobile devices will be beneficial. Prospects and customers must be able to acquire the same value from your mobile resources as they do from your desktop resources.
This transition to mobile will also create new chances for businesses via developing forms of media. Innovative mobile technologies, such as virtual and augmented reality, will play a significant role in the future of content marketing.
As people’s reliance on mobile devices grows, content marketers will need to adapt as well.
Content marketing is shifting away from product promotion and toward audience enrichment. If this trend continues, content marketing will continue to grow into a more focused, deliberate, and customer-centric activity.
Optimization of historical data will become increasingly crucial
We anticipate that the future of content marketing will see a greater emphasis on and commitment to historical optimization.
As we reach an era in which competitive content is being created on a minute-by-minute basis, content teams will find it desirable to squeeze more value from each minute spent developing content.
Additionally, it implies that old content that has been updated with new data and trends may compete with completely new content on the same subject while consuming less time and resources.
Consider investing in a robust optimization plan for 2022 and beyond if you haven’t already. This enables you to regularly develop relevant and high-ranking content without having to start from zero, which is a vital SEO strategy for retaining authority in the SERPs.
Marketers will use more interactive content on their websites
Consumers today need readily consumable, engaging content. Indeed, 45% of B2B buyers rank interactive content as one of their top three favorite forms of content, and interactive content receives two times the engagement of static material.
Consider how you may integrate more interactive content to meet your audience’s demands. This type of content breaks up long paragraphs of text and gives the user another manner of ingesting content.
Jill Callan, VP of Marketing at Trusted Health, recounted his story. With typical attention spans shrinking to less than that of a goldfish, he believes companies can no longer afford one-way discussions with their consumers.
In this scenario, adding interactive content to your website or blog may assist engage visitors and simplify the process of digesting complicated content.
He also discussed how he implements this strategy at his organization. At his firm, Trusted Health, they’ve utilized this strategy to engage our nursing audience with tools such as their Income Calculator, which provides specific salary and cost of living statistics for each state. What’s the best part? Contextual user experiences do not have to gobble up valuable product or technical resources.
If you’re at a loss about where to begin, you’re in luck. Callan offered three recommendations to me to help you get started with interactive content:
- Embed an ROI calculator on your website to demonstrate to prospective consumers how much money they will save. Rather than depending on text-heavy marketing to describe your product’s worth, an interactive application demonstrates it quickly.
- Crowdsource product development. To understand more about your brand advocates and loyal consumers’ pain concerns and product wish lists, reach out to them. Utilize these insights to guide the development of a product plan.
- Make a quiz. Not only are quizzes an excellent method to engage visitors, but they also provide insight into your audience, allowing you to design more focused advertising in the future.
Zero-party data will become the primary method of prospect and customer data collection
In the coming decade, the way we utilize cookies and other ad-tracking mechanisms will undergo tremendous changes.
Marketers must continue to prioritize the protection of their prospects’ and customers’ data or risk losing the confidence of their consumers.
To do this, many marketers will transition from first-, second-, or third-party data to zero-party data, which is information willingly gathered from customers in return for value.
Beyond an email address or a phone number, zero-party data may include personal background, hobbies, and preferences – in exchange, prospects and customers may anticipate a more tailored consumer experience.
John Cosley, Senior Director of Marketing at Microsoft Advertising, provided his perspective. According to him and other marketers, zero-party data is the bedrock of a partnership based on trust and mutual value.
It promises the promise of a more tailored and relevant brand experience for customers. In exchange, brands and companies benefit from more understanding and a more sustained partnership.
If there is one thing to take away from knowing the past and future evolutions of content marketing, it is this: avoid being complacent. New trends and problems emerge constantly, and it is always to your best advantage to keep current.
Above all, focus on continuously producing high-quality content that your audience will always find useful.
Need Help with Your Video Content? – Give Us a Call
As you know, video is the undisputed king of content and to get it done right is a herculean task. You can always hire a video marketing company for this job. However, if you also need help with your video production, you can always hire any video production company to get the project done in the right way.
At BuzzFlick, we also offer video production and 2D animation services. We are an experienced video animation company. We have been serving in this industry for decades now. Our team is full of competent video animators and producers who have the knack to get video projects done in the right way.
Finally, video content is a consumer and marketing favorite. Indeed, video content is preferred by the majority of customers. They also state that they want brands to provide them with more of it. Numerous companies have discovered that video content is their most effective kind of content.