When it comes to establishing a strong brand identity for an online business, a well-developed content marketing strategy can play a critical role. It helps in ensuring better audience engagement, building trust between the company and its target customers, and also piquing the interest of the prospective clients. However, like most other aspects of digital marketing, content marketing has also evolved significantly over the years. In fact, the definitions and expectations related to content marketing tend to be undergoing constant change. This often makes understanding the concept of content marketing quite difficult for people who are new in the field. That is why almost every leading digital marketing agency focuses on educating their clients about the evolution and the future of this critical marketing tool to help comprehend its significance.
What Causes Content Marketing To Undergo Constant Change?
Content marketing is generally based on how businesses interact with their target audiences online. These methods of interaction change as per the product demands, customer needs and expectations, and popular and emerging market trends. This, in turn, impacts the strategies used by digital marketing professionals for promoting client business and products most effectively. Moreover, users are often spoilt for choice, when it comes to the availability of content matching the search needs and intent. Hence, it becomes important for business organizations to ensure that their content marketing strategies are flexible and diverse enough to expand and fulfill the needs of individual clients.
Evolution Content Marketing Over The Past Decade
Content marketing, just about a decade back, was believed to be limited to writing blogs for business promotion purposes. However, it was gradually revealed that this marketing strategy encompasses much more than posting informative content. Today, content marketing is used as an umbrella term to describe a wide range of activities, primarily involving high-quality content, aimed at helping businesses engage their existing and prospective customers. The content used can take diverse forms and should focus strictly on keeping the users interested and engaged for more than just a few minutes. It also involves making the right content available to the target audiences at the right time, right place, and through the right channels. Some important factors identified by the content marketing agencies that have contributed to the evolution of content marketing over the past decade are discussed in brief as follows.
Algorithm Changes By Google
Technology giant, Google started making changes to its search engine algorithm to discourage keyword stuffing. This practice was commonly used by businesses to make search engines repeatedly load web pages featuring the most popular keywords and gain high rankings. However, this algorithm change was followed by many other updates to encourage the production of high-quality and meaningful content for a more authentic ranking.
Rise Of Social Media
Social media revolutionized how businesses engaged and interacted with their target audiences, making them more personal and direct. Today, social media platforms have come to play a critical role in any content marketing strategy. The rise of social media resulted in popularizing the trend of creating more shareable and attention-grabbing content that can easily be used across different channels to enhance business reach and visibility.
Popularity Of Video Content
Another trend that impacted the evolution of content marketing quite significantly was the growing popularity of video content for attracting audience attention and inspiring them to take an appropriate call to action. Given the engaging nature of this content marketing tool, a greater number of users were deeply influenced by it and continue to be so even today. Even though video content has evolved at almost the same pace as content marketing there are still plenty of changes waiting to happen.
Exploring The Future Of Content Marketing
As mentioned before content marketing is ever-evolving to match diverse business needs and emerging market trends. In this context being aware of some important facts listed below can help businesses to stay on track while developing their content marketing strategies.
- Video content will gain even greater significance and hence should be made an integral part of the various digital marketing strategies.
- Adjusting the marketing strategies for mobile will play a critical role in developing new growth opportunities.
- Content marketing should focus on promoting content that is more empathetic, purposeful, and prioritizes the customer.
· Long-span content is emerging as the new hot favorite among users seeking comprehensive product details.