Now that 2016 has begun, you likely have several professional goals for your business. You may desire to drive more customers to your website or improve your products or services. If you maintain a blog for your business or are constantly updating the content on your website, one of your 2016 goals may be to improve your content marketing efforts. There are also some marketing tactics that you may have been utilizing in previous years that can be updated for the year ahead. Here are some of the trends to look out for, as well as ideas for how these trends can improve your marketing strategies.
Native Marketing
Large companies like the Wall Street Journal often use a native marketing technique to keep their customer base growing. Native marketing involves advertising your company on a website other than your own. When you use this form of advertising, you’re marketing your entire company, as opposed to a specific service. Native marketing gives you the chance to showcase your company culture, and gives potential customers the information needed to determine whether or not they will become consumers. This will likely be a bigger trend this year, and can work in conjunction with blog writing to make your company and its philosophies easier to relate to. It’s a less forceful way to market your company, and gives consumers the chance to become familiar with the “personality” of your business before making purchases.
Media Company Purchases
There are several larger companies that are in the process of purchasing media companies. This gives the companies the chance to showcase their skills and products on a larger platform. With a media company acquisition, some companies don’t have to be so aggressive in their advertising, and the companies can increase brand recognition. For instance, Apple (which is already a well-known name) is set to purchase Disney in 2017, which will likely mean Disney-themed apps, Apple technology in Disney toys and products, and Apple advertisements on Disney channels. On a smaller scale, more tech firms are considering purchasing media companies in order to display and market their content in more efficient ways. Companies are also utilizing the services of the media companies and combining these services with their own expertise to introduce a new business concept to consumers.
More Ad Blocking
Consumers want to know that you have a vested interest in them. That means that seeing an overwhelming amount of ads on your website will likely be a turnoff when it comes to content marketing. Ad blocking will likely be a growing trend in the coming year, because it gives customers the impression that you take pride in your products and services, and aren’t simply trying to get as much money as possible in the shortest amount of time. It’s also important to keep in mind that getting information about companies is easier than ever before these days. That’s why customers may be deterred from doing business with you if you’re constantly trying to convince them to make purchases through advertisements.
Social Media Marketing Popularity Will Increase
Recently, Twitter introduced a new feature that allowed users to comment on retweets, which made for longer commentary. This is similar to what is likely to happen when it comes to social media content marketing. Publishers like Medium and LinkedIn have also made it possible for users to be very detailed in their marketing and advertising descriptions. This allows for more creativity, and keeps customers from feeling like your content is pushing them to buy a product or service right away. When consumers feel like they can take the time they need to make buying decisions, they are more likely to become and remain loyal clients.
Information Marketing
When you’re writing blog content or updating the information on your website, remember that these details can serve as powerful marketing tools for your company. Instead of telling people how great your products are all the time, provide information that is relevant to your industry. For instance, if you’re a software company that caters to working parents, you may want to focus your blog content writing on time-saving tips for busy families, or practical ways that your software can be used. People, for the most part, want to know how your services or products can actually fit into their daily lives. When you include details about your industry in your online marketing materials, you’re sending the message that your company is secure in its approach, and doesn’t need to inundate consumers with sales messages.
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