Top Trends in Content Marketing

by Brandon Berte on January 8, 2016

Brands have used storytelling to attract customers for more than 100 years. One of the earliest examples is “The Michelin Guides,” a 400-page manual on car maintenance, which was written in 1900. The literature perfectly blended storytelling and useful car maintenance tips.

content is king

Content marketing is just another way for brands to tell their story. And with the advent of the Internet, anyone can write content online — making for stiff competition. To stand out, take advantage of these top trends:

Apply journalism techniques. The key to good content marketing is creating valuable, shareable content. Journalists are masters of storytelling, and a big part of what makes them so successful is the style in which they write. Using the inverted pyramid structure (sharing the most interesting and important information at the start and saving less significant details for later) ensures you get straight to the point, which is of utmost importance when it comes to writing for the Web.

Consider native advertising. Advertising is less disruptive when it’s presented in the same format as content audiences are already seeking out. If you’re looking for new ways to promote your brand, consider native advertising (i.e., sponsored stories and in-feed promotions). Business Insider reports that native advertisements perform better than traditional display ads, and that consumers also prefer it.

Use social media. We’ve said it before, but it bears repeating: Your brand needs to be active on social media. In 2015, publishing and social media began to intersect. Twitter rolled out a retweet feature allowing users to add lengthy comments back in April. There’s also talk of Twitter completely doing away with its 140-character limit, which would make social media content marketing easier than ever.

Other trends in content marketing include:

  • Video and other visuals
  • Long-form content (episodes and series)
  • Interactive storytelling
  • Quality over quantity

Whether you’re a small business or a big brand, keeping up with trends in advertising and marketing can be challenging. Leave it to us. You can count on the experts at Creative Partners to craft your story with a faithful consistency of message that will hold across all media channels, traditional and new. Give us a call at (203) 705-9211.

For more tips, find us on Facebook, Twitter, Google+ and LinkedIn.

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