Content marketing as a strategy has been in place for many years, but it seems that only in the last year or so, that the industry is pushing for an increased emphasis on content as a viable lead generation source. By moving toward valuing quality over quantity, content is getting better and better.
Which brings us to the big question: where is content going in the next five years? Here’s a few predictions to where focus is heading and why it’s important for businesses to start implementing it now.
Customized Content for Specific Businesses
Content creation is going to keep getting more and more specific for each business it is written for. It is already no longer enough to hire a freelance writer to crank out some articles based on a keyword you think users are searching for to get to your website. You need to have a dedicated writer who knows your business inside and out and not only writes the type of content that readers want, but also spins your business’ news and products into an entertaining story that keeps audience interest.
In the next five years, this will be more and more important as more users starting seeing content as a testament to the overall value of a company (whether the company wants them or not).
Longer Form Content
Google already set aside precious space on their results pages to highlight in-depth content that is usually 1,000 to 1,500 words (or more), thus propelling content marketers into a certain future of: The more informative and detailed, the better.
Google and marketers know that users are looking for specific information every time they are conducting a search. Long-form content is one of the best ways to answer users’ questions in a more complete way, making the companies who publish is more reputable and well-known within their industry and target market.
Content You Didn’t Know You Wanted to Read
You already see it by Outbrain boxes, which appear at the end of content on many well-known blogs– a box that provides suggestions of more relevant articles on external sites that are related to the content that a user has just read. This content is usually based on topics or keywords, but as algorithms get smarter, suggestion boxes and even website results will become more and more personalized to each user in the next five years.
Scoopinion is a good example of this. If you install their browser extension, it will track your browsing history and provide you with a list of articles you might find interesting based on what you’ve already read once or twice a week. It is amazingly accurate and just an indicator of what will soon become commonplace on search results, social networks, and almost anywhere you are searching for and reading information (Google Now also does this, but it’s based on keywords you’ve already searched for on Google in the past).
While we will never know for sure what the trends will be in the coming years, the current trends are a good indicator of what’s to come.
What are your predictions for the next five years of content marketing?