Each Friday, we share a ‘This Week in Content’ column, bringing you the most popular news, advice and how-to content marketing columns from around the web. This week…
Content Marketing 2016: Staffing, Measurement, and Effectiveness Across the Industry
By Jordan Teicher on Contently
In 2015, the content marketing industry “truly started to mature” as brands like Marriott, General Electric and Starbucks followed Red Bull’s “brand as media company” lead, producing sophisticated content such as high-quality movies and music. To gauge the state of the industry heading into 2016, Contently questioned content marketers about their goals, hurdles and dominant issues.
Notable findings from the survey include: 67% of respondents indicated they devoted less than a quarter of their marketing budgets to content, while 63% slated less than a tenth to content marketing technology; 30% indicated they still don’t have a platform or tool to gather data about their content; and 64% of marketers said they’re creating 90% or more of their content in-house. Learn more (and download the full report) at Contently.
Build Strategic Alliances To Amplify Your Content Reach
By Sujan Patel on Marketing Insider Group
While distribution is key to increasing content reach and impact, most companies fail to invest in it. Data from the Altimeter Group indicate that only 26% of marketers currently invest in distribution, even though 53% indicate it’s a “top need.”
By building strategic alliances with related businesses, you can not only amplify your content reach to build brand awareness and attract potential customers to your website, but save time and valuable resources. Examples of creative co-branding partnerships include General Electric and The Economist, as well as Westin Hotels & Resorts and the travel publication AFAR. When entering into a new collaborative relationship, think long term and set expectations at the outset to forge a more powerful alliance, but start small: experiment with combinations such as guest blogging and content syndication, or podcasting and social media. Discover more about how to build strategic alliances for scalable content distribution at Marketing Insider Group.
2016 Mobile Marketing Trends Every Marketer Needs
By Heidi Cohen on Actionable Marketing Guide
“Ignore mobile at your peril.” Compelling data clearly show that we’re reaching a “mobile tipping point” where by 2018, mobile usage will exceed that of all other devices combined. Key to making your marketing “mobile first” to maximize your largest potential audience is contextual relevance: both B2B and B2C marketers are tasked with providing their audience “instant information gratification” by offering them readily found, “useful-to-current-need-and-location content fast.”
In spite of all the compelling data around mobile usage trends — such as mobile commerce (“mcommerce”) accounting for 35% of ecommerce and growing at a 17% compound annual rate (meaning it will account for nearly half of ecommerce revenue by 2020) — only 14% of companies surveyed by Forrester use mobile “to transform their customer experiences” (such as Apple Pay and mobile boarding passes) and only 25% of them will fully integrate mobile into their business strategies. Read more research findings and recommended mobile marketing tactics for 2016 at Actionable Marketing Guide.
Your Top 3 Video Distribution Questions Answered
By Jamie Field on Content Marketing Institute
Marketing professionals are often at a loss about how to distribute their video content. The three questions they most frequently ask are: Should we host the video on our own site, or post it to YouTube? Which social network should we use for promoting it? And third, should we incorporate video content in our email?
In deciding where to host video content, the question distills down into one of quality vs. quantity: while YouTube has the advantage of a huge audience for raising brand awareness, hosting the video on your own site means your have far more control over its technical quality, and can use it for targeted lead generation via a gated, optimized landing page and calls to action. When selecting a social media platform, the common sense answer is to choose the one where your target audience is. As for whether you should distribute your video content through email, the answer is unequivocally yes. Find out more at Content Marketing Institute.
Web Design Trends 2016 — #infographic
By Digital Information World
As more businesses view web design in terms of competitive advantage and sites move beyond desktop to mobile and other platforms, the ongoing trend towards simple, clean “flat” design with its complementary, sans serif fonts will continue into 2016.
The continuing trend towards mobile-friendly responsive design and mobile apps will also mean increased minimalism in 2016 as well as card-based interfaces replacing sliders. Summarizing the trends, Digital Information World predicts that we can expect to see increased functionality and intuitive navigation, as shown by this infographic from Coastal Creative:
Image Credit: Coastal Creative
Did you spot or create an awesome content marketing resource this week? Share yours in the comments!