Content marketing seems to be becoming its own beast. Marketers looking for 2016 predictions will be happy to see Yaniv Makover, co-founder and CEO of content marketing software provider Keywee, is on top of it.
Here are his six predictions for content marketing in 2016:
- Connecting Onsite and Offsite Analytics Will Be Critical. “As consumers are spending more time in social media silos and on mobile apps, marketers now need to measure consumer interactions beyond just their own website properties,” he tells Target Marketing on Dec. 1. “As marketers use content to create more connections throughout the complete customer journey, new tools providing a complete picture of user activities (both offsite and onsite) will transform marketing analytics.”
- ‘The New Mobile Consumer Dynamic will take hold as marketers move past the browser mentality,” Makover writes in an email to Target Marketing. “Social apps dominate the mobile dynamic, making content an extremely powerful mobile marketing asset and forcing marketers to think beyond the traditional desktop browser. Consumers actively digest, share and promote content on mobile platforms so marketers will place a bigger focus on the mobile user experience in the year ahead.”
- ‘The Rise of Content Data Will Increase Cross-channel Visibility, while solving critical mobile marketing challenges,” he says. “Breaking down the barriers of traditional cookie-based marketing, marketers will realize the value of content data to successfully target consumers. As content data is easily transferable across disparate channels and closed platforms like Facebook, it will help marketers finally understand the who, why and where.”
- Publishers Will Segment Audiences to find new advertising revenue channels and strengthen relationships with brands, Makover states. “Publishers will focus on driving long-term ROI as they navigate the evolving publishing landscape,” he forecasts. “Modeling Facebook’s native ad approach and giving brands a way to steer clear of undependable ad exchanges, publishers will market extremely specific target audiences. Segmenting audiences to create new advertising revenue channels will help top publishers strengthen brand relationships.”
- Kittens Won’t Cut It, Makover says. As organic reach shrinks and content consumption patterns shift, creating massive amounts of content and blindly distributing it across audiences and platforms will not achieve business goals, he says. "The next phase of the content marketing evolution will focus on targeting content to specific audiences and platforms to achieve business goals,” he says.
- Paid Distribution Will No Longer Be a Dirty Little Secret for publishers, he says. Shifting consumption patterns and business goals have firmly established paid distribution as part of the successful publisher’s marketing handbook, Makover states. Publishers have more control with paid distribution. "As publishers take back control of distribution, they will increasingly rely on paid distribution to better target and engage the audiences that will drive quantifiable business results," he concludes.
What do marketers think of these tips?
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