Content marketing continues to gain traction as a B2B lead generation tool amongst business of all shapes and sizes. Everybody is talking about it, doing it, or talking about doing it. But the art and science of content marketing are evolving quickly and in the modern, frantic world of the 21st Century business, it can be hard to keep up with what is and isn’t working for B2B organisations. Going into the holiday season, we’ve compiled a list of the top 5 trends you need to be aware of in the coming year. Put the right foot forward in 2016 with a strong content marketing strategy.
5. mobile form factor evolution
Often overlooked by B2B marketers, smartphones are something all of us have on hand most of the time. They are the new entry point to your brand experience – regardless of whether you sell to consumers or to other businesses.
The evolution of mobile phones into phablets and tablets into ultra portable input and measurement devices (consider the new A4-paper sized Apple iPad), allows us to distribute and interact with content in new and exciting ways.
Here is an example of how mobile apps are revolutionising how we communicate in a B2B context:
While today’s devices allow brands to interact with customers anytime and in any given location, it’s important to remember mobility is not a monolithic entity – different devices are used for different tasks. This means that the design, strategy and utility of content needs to be specifically tailored to different mobile form factors and their associated activities. For example, web browsing and content viewing are correlated with screen size: it’s easier to read text and interact with content on a larger screen.
Adjusting your content marketing plan to suit different form factors may seem like overkill but with Google now penalising sites that aren’t mobile-friendly, it’s becoming impossible for businesses to remain quiescent. It’s up to marketers to keep up to date with form factor evolution and capitalise on these new opportunities to engage audiences through mobile.
Want to learn more about how a shareable app might benefit your business? Get in touch today.
5 Trends for Content Marketing in 2016
1. Online Video
2. Engage Me