1119

RESOURCES CONTENT MARKETING TRENDS TO HELP PLAN YOUR 2016 BUDGET 6 AMPLIFICATION Content marketers have only just begun to understand distribution as an invaluable component of content strategy. The biggest difference predicted for 2016 is that companies such as Google will become the middlemen and deliver sponsored content as a scaled channel for brands. This new network model will likely be the biggest innovation disruptor for content marketers to date, according to Chad Pollitt, vice president of audience at Relevance.com. INTERACTIVE STORIES In both media and brand marketing, visual and interactive stories that combine original photography, video, data visualizations, and editorial will play even bigger roles in how publishers engage and develop unique experiences for global audiences. Over the past few years there has been a siloed focus on the creation of video or the production of long-form editorial. In 2016 we will see the combination of many pieces and watch brand storytelling take on new shapes and sizes. EPISODIC CONTENT As brands begin to build a surplus of content and analyze the data coming in, clear patterns emerge and there are opportunities to expand upon ideas and themes. Sophisticated content marketers see these themes as trends to be explored in ongoing series, and in 2016 we’ll see more businesses partnering with great storytellers to focus on episodic content. That is, content broken out into chapters that progress along a plotline with a beginning, middle, and end. INCLUSIVE SOCIAL MEDIA While many brands still lack the skills and tools to be successful, the more forward-thinking marketers are looking to fringe social hubs as the solution for reaching niche audiences. It’s actually unfair to call networks such as Instagram and Snapchat “fringe,” as they’re clear leaders in their respective camps and have dominated news circuits in 2015. INFLUENCE In a May 2015 study by Schlesinger Associates for Augure, 84 percent of marketing and communications professionals worldwide said they planned to launch at least one program involving influencers in the next 12 months. Until now, marketers have looked outside the business walls to collaborate with industry influencers on campaigns or content programs. In 2016, influencer marketing will encompass external and internal influencers, putting greater focus on employee advocacy and how staff members use social media to build personal brands. TECHNOLOGY A recent report from Pan Communications found that 38 percent of marketers envision the convergence of marketing and technology as the biggest trend to watch this year. In 2016, the trend will continue to make waves in digital marketing, as rounds of consolidation, growth, and innovation will disrupt an already dysfunctional industry. Source: Skyword

MAKING DATA WORK For every piece of data you cite in your story, ask yourself: “What

purpose does this statistic serve?” If you can’t answer that question, it doesn’t belong in your story – no matter how remarkable the figure. Your data should work hard for you. To be able to put it to work most effectively, you need to understand why it’s there.

30 MINUTES A DAY TO BETTER CONTENT MANAGEMENT WRITE A BLOG POST 10 mins. Ten minutes might not be enough time to finish an entire blog post, but dedicating small investments of time can yield consistent, powerful content-marketing results. Develop a process Disconnect from social media and turn your phone to silent • Set a timer to help keep you focused Create an outline with each section’s heading and subtopics • Don’t stop to edit; you can do that later. Grea t da t a bo l s t e r s assump t i ons , encou r ages ac t i on , and c rea t es d i a l ogue DATA USES ... Begin your story with a revealing statistic • Include strong data in your meta description – the first thing people read about your blog post • If you have the resources, try creating infographics

UPDATE SOCIAL MEDIA If you want to make an impact with content marketing, you must have a strong social media presence.

5 mins.

Respond to your followers If people have commented or shared your posts, take a few moments to engage with them.

Write an engaging post Experts suggest updating Facebook at least once and Twitter at least five times each day.

DIVE INTO RESEARCH 5 mins. To write powerful content, you must have a deep knowledge of your subject and strong supporting research for your topics. Get organized Build an RSS hub for content • Sign up for relevant newsletters • Use apps to save your research

CONDUCT OUTREACH You must get the word out about your content. Part of this is accomplished through a strong social media presence, but you should also reach out to others to build one-on-one relationships.

10 mins.

THE ZWEIG LETTER SEPTEMBER 14, 2015, ISSUE 1119

Made with FlippingBook Annual report