The Future of Content Marketing

Social Media Marketing is always changing. Yes, that’s pretty obvious, but do you really know at how rapid of a pace that it’s evolving? Until attending a Webinar with Flashstock’s CEO Grant Munro, I had not fully wrapped my head around it. The particular focus of this webinar was on the future of marketing and the mega-trends that impact it; Here’s what Munro found.

Over the years, two elements in marketing remain unchanged; the ‘why?’ also known as the purpose, or driving force of your business and the ‘what?’ which is the health of your brand. The two that we find ourselves constantly adjusting to are the ‘who’ and the ‘how.’ This particular webinar focused on the ‘how’ and the four main aspects that are in a massive transition; Mobile, social, content, and technology.

Mobile - Is changing the way people consume content, media, and advertising, far outnumbering PCs. According to Smart Insights, "The implications are clear - if you're not able to reach your audience through mobile search or display, or you're not providing a satisfactory mobile experience you will miss out compared to competitors who are... Mobile digital media time in the US is now significantly higher at 51% compared to desktop (42%).People are also spending more minutes per day on mobile than television. It’s easy to use, accessible anywhere, the network that comes with it. Companies now are creating content for mobile first whereas previously TV content creation would be the focus and then repurposed for mobile. The importance of having a mobile friendly website for your business can not be stressed enough. 

Social- According to Munro, it’s time to let go of the nostalgic attachment to traditional media. Social is reaching consumers at an accelerated rate, and it's not just about viral content anymore. As social media matures, we're seeing a move away from viral content and more towards creating content that resonates with your audience. This is a far more viable, and valuable, approach, as the people who are most likely to see your content on social are the people who already like your brand to begin with."

Content- With the rise of social media, this is the key area of innovation and the toughest battle. Consumers are moving away from mass media channels to targeted channels, so the same content for everyone should be ancient memory. Content grows not just by volume, but also but by the richness of it and the format driven by new technology. Content types never stop evolving with 2 billion photos shared across social daily, trending towards more engaging, immersive formats.

Technology- Another major innovator that will affect the previous 3 elements for the future of marketing. Consumers want a much more immersive experience, so we will continue to see a trend and an adoption around live products like Snapchat, 360 video, and Virtual Reality.