4 years ago on
What do you think is the future of content from a marketing point of view? How are marketing teams preparing for the sudden upsurge in the demand for B2B content?
How is the world of content marketing expected to evolve in the coming years and what is it that companies must do to stay in-sync with the developments? These are some common questions running in the minds of several business owners.
The world of content marketing has grown bursting with energy. Leading tech players are hiring screenwriters. Content providers are flourishing.
Businesses are constantly battling to create more creative content and design. The strategy of marketing teams is focused more on content marketing plans with the ROI of white papers and blog posts increasing.
The digital marketing community sees content as something that is here to stay. This is primarily because content is, at the end of the day, one of the best and most influential ways of engaging with the target audience at a human level.
It helps to explore new concepts and innovations. It helps to learn new skills and sends out an inspiration to all those reading it.
Content marketing is expected to become more powerful in the coming years. What’s more is the way it is being used. Here are some predictions on how the future of B2B content marketing will shape in India:
Any marketer would know that there is a plethora of information available online, however, the number of hours with the target audience has reduced significantly.
Readers have shorter attention spans and therefore their demands are changing.
If marketers wish to make an impact and reach out to their target audience in the best manner possible, they must generate personalized, relevant content.
This content must clearly and concisely answer the reader’s query in a short reading time. Technology is also evolving to help marketers appropriately personalize content giving it the right outcome.
The same kind of content is being generated by all marketers for the same sets of target audiences. Relevant content is being created by just about everyone and that’s not enough to gain the eyeballs.
Then, how do you get yourself noticed? You need to ensure that your content is high-quality and what you are creating is some of the best resources in your industry. Here are a few key points that can help you churn useful content:
Gone are the days when mediocre content could attract the attention of your target audience. Your content now must be simply ‘amazing’.
The success of content marketing will also depend on how your content is presented. Imagine the different situations and moments in which readers are likely to access your content – while commuting to the office, waiting at the doctor’s clinic, just before going to bed, or during their free time at work.
They would sometimes just have a few minutes and at other times have hours. Your UX must be designed in a manner that the content can be scanned and scrolled easily not causing any kind of distractions and disturbances to the reader.
The way you frame your content marketing strategy today will have a great impact on your ROI in the future. Set out to create fewer yet impactful content pieces that can be elaborated upon later.
Content marketing is changing and you need to adapt yourself to the changing strategies. However, there is no need to reinvent the wheel. Tailor the content as per the requirements of your target audiences and half the battle is won.