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Four content marketing trends for 2016

John Murray

Last year, 2015, saw many changes that affect content marketing strategies. Many of these trends will continue in 2016. The four main ones are:

1. New social media

User generated content drives YouTube, Facebook and LinkedIn. Users can create channels and pages so that huge volumes of free content are added to social media platforms each day.

It is predicted that new social media platforms will be established in 2016 that also rely on user-generated content. Content marketers need to find ways that they can become stars on the new social media sites, but without spreading themselves too thinly.

2. Software written content

Though human generated content will still be required, software has been developed that can take content from several sources and combine them to create new content.

As algorithms and artificial intelligence systems develop, more content could be automatically generated. Robot programs will rewrite text content and add images to form unique content.

Robots will not replace human writers in 2016, but content marketers need to keep a close eye on this trend.

3. Brand importance needs multiple channels and media

There was a time when well-written, quality content on a business website would be enough. Now, brands need multichannel awareness on social media, news and websites with multiple ways of delivering content, including, text, videos, images and infographics.

4. In-depth content is back

Google is rumoured to be switching from favouring information to in-depth knowledge. Long form in-depth content caters for this. Content needs to be linked to connected content to provide readers with as much knowledge as possible on a topic.

Your 2016 content marketing strategy should focus on quality content that tells a story delivered in different media, text and visual. Content needs to appear on multiple platforms.

John is every inch the wordsmith and loves a game of Scrabble above all else. With experience writing for newspapers, John’s time at university was spent studying Creative Writing – something which comes across in his love of the pun.

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