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.
1. The Rise and Rise of Online Videos
Online videos are now firmly established as the go-to medium for content marketing and with YouTube grossing a staggering 1 billion unique viewers per month, it’s not difficult to see why. Content marketing is a means of storytelling and video is the ultimate tool for the job. By combining sound, vision and dialogue, video has the ability to emotionally connect viewers to a brand in a concise, shareable package. Research conducted by Axonn Media found that almost 1 in 5 people are watching daily videos that relate to their profession and 75% of people are sharing this video content with their peers. For mobile viewers this figure is even higher with a whopping 92% of mobile video viewers sharing videos with others in their network.
According to the Content Marketing Institute’s Australia 2016 Report, 78% of Australian organisations are utilising video as a content marketing tactic – up from 72% in the 2015 report. And it’s not slowing down anytime soon: by 2017, Cisco estimates video will account for 69% of global consumer Internet traffic. By 2019 this figure will soar to 80%.
To make room for this growth area, marketers are moving their budgets away from traditional tactics such as television and into online video – but there’s a catch. Unlike other text-based content sources such as blogs, eBooks and infographics, the content inside a video is not searchable online. To get around this, marketers need to be smart about their keyword tagging and descriptive copy so the video is search-optimised and members of their target audience can find it.
Take a look at one of our client videos below to see how a complicated concept such as cognitive computing can be explained clearly to a wide audience with online video.
84% of Australian marketers have said that over the next 12 months, lead generation is going to be their organisation’s primary content marketing goal. If your business is looking to increase ROI on their marketing efforts in the New Year, then download our free eBook “The 5 Essentials to Get More Leads” and start achieving your goals today.
5 Trends for Content Marketing in 2016
1. Online Video
2. Engage Me