When it comes to marketing, one of the most challenging tasks is creating content that is compelling, striking and unique. The right content is the difference between being ignored and generating valuable leads. Compelling content can create brand legitimacy, increase buzz and even (if you are very lucky) go viral. Yet the internet is adrift which meaningless and mediocre content, and clickbait is everywhere. However, savvy marketers are pushing forward and innovating in new ways. So what can we expect for the future of content?
As attention spans shrink and social media is increasingly packed full of blogs, articles and more, a new content trend emerges – “micro” or “bitsize” content. Content becomes shorter but more engaging and compelling. Instead of articles think engaging graphics and minimal copy. Instead of long videos think micro-videos and GIFs. This type of content is easy to consume and makes customers convert even faster. And the truth is people don’t need that much time to make up their mind about a brand or concept. The concept of thin-slicing shows that people can make accurate decision surprisingly fast. In the future, it will be better to create short compelling content than to lose people’s attention with something long and irrelevant.
Content gets even more personal
It has never been more important to curate your content for specific audiences. The age of mass marketing where you would blanket all your users with the same generic campaign about how great your product is, is over. The future is about understanding your users, gaining as much data as possible and focusing on content that means something to them. Tracking user analytics allows you to understand the patterns and behavior of your user in greater depth and provides key insights. Converting these insights into actionable content means creating something of a much higher quality that your users will be far more likely to engage with.
As content struggles to find its niche and gain uniqueness, it’s likely that interactive marketing will grow in popularity. This is a great way for users to feel like they are part of your content and not just a passive force consuming what your brand puts out there. A few great ways to make content more interactive include gamifying aspects of it, adding interactive video tours, creating a competition or giveaway or simply animating parts of your brand. Here are some great examples of interactive marketing if you are looking for inspiration.
User-generated content gains popularity
User-generated content (UGC) is already hugely important, but it looks set to gain further traction in the future. Ultimately there is nothing more powerful than seeing other users singing the praises of a brand. Reading great reviews or happy commenters is so much more convincing than reading retargeting campaigns, mailers or sponsored social media content. A great way to make user-generated content even more powerful is to vary the types of media used. Video and GIFs are gaining popularity with a number of video based review sites. However, a big trend set to take things forward is audio UGC. With the rise of smart assistants, AI and even more accurate voice recognition, people are doing more through voice and less through text. One way to keep content ahead of the trend is to add an audio option for it as well.
Heyoya is a game-changing comments and reviews platform that brings voice to e-publishers and e-stores, improving sales and user engagement by allowing readers to express themselves beyond the medium of text. Heyoya’s new Receiver plan allows for quick and easy below-the-fold monetization through native advertising. Heyoya is a game changer for websites and is proven to increase brand affinity and the quality of user-generated content.
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