The traditional world of marketing is becoming less and less relevant, as time passes.
Many consumers ignore ads on magazines and newspapers, almost automatically, and skip through commercials on TV. In this regard, online marketing in the past decade or two has stepped forward where more traditional forms of marketing have declined.
However, users have now become so used to surfing the net, that they can consume content without paying attention to banners or buttons. This is referred to as “Banner blindness”, and requires marketers and advertisers to constantly reinvent the game, in a way, in order to stay relevant.
One of the solutions developed is the Content Marketing approach, which has become increasingly more popular in the past few years. It is focused on creating and distributing relevant content in the consumer’s natural browsing environment, and by that – attracting specific targeted audiences, calling them to profitable action.
That is exactly where its magic is, and that is why it has now become bigger than ever. More and more budgets are allocated toward its direction, and marketers integrate it more and more into their overall strategy.However, life is not entirely peachy for Content Marketing. Despite its popular use, there are quite a few challenges lying ahead. Here are some prominent challenges and trends expected for Content Marketing through the rest of 2015:
1. Publication vs. Distribution: Creating high-quality content and making it public is important. However, it is only the first stage. True value comes from distributing it and delivering it to the right people. According to research carried out by Altimeter, only 26% of marketers invest in content distribution, even though more than 50% believe they need to.
Closing the gap between publication and distribution is what will make your marketing content stand out, reach your audience, and eventually make the difference.
2. ROI Above All: As conventional paid media is stepping aside to make more and more room for Content Marketing, the burden of proof is on the latter. Marketers using this approach will need to prove that it indeed pays off, and we should expect to see tools being developed and best practices being defined for measuring ROI in content.
Parameters such as consumer attention and deep engagement with a company/brand will become indicative and measurable, just like CPC and CPM.
3. User Experience Matters: The increase in mobile content consumption in the past few years has changed the game in several aspects. Users have several different ways of consuming content, often across customized and personalized streams, including websites, news apps and social apps.
It is therefore important to be aware of these channels and consumption patterns, which may be rather sporadic and random. Always keep in mind that the average user may have a short attention span, or just change their mind within seconds, with no apparent reason, regarding how valuable a piece of content is.
Being prepared for all these scenarios is among marketers’ biggest challenges in Content Marketing.
4. Conventional Ads Going Subtle: As content gradually becomes a further integral part of marketers’ advertising strategy, conventional ads should become less bold and obvious. With Content Marketing becoming so popular, many of the typical banner ads have become mostly ineffective.
Other than creating brand visibility and awareness, they miss most of their purpose. Sponsored and branded content are proving to deliver better results, including broader reach and increased ROI. Advertisers should therefore carry on with the trend, and continue working closely with publishers to carefully create clever and subtle ads. These relatively simple, yet effective ads, should be placed in contextually relevant pieces of content and keep on doing their magic.
If you want to ride the Content Marketing wave, and learn how your marketing strategy can benefit from it, contact us at [email protected]