4 Content Marketing Trends for 2016

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Content marketing is a fundamental part of the digital strategies of any brand that wants to be successful in this medium. The trends for 2016 speak of how it will continue to develop, each time in a more specific way.

Below, you will find out which will be the 3 trends in botim database content marketing strategy that will dominate this year:

1.- Better quality and strategy in the contents:

Content marketing will become increasingly specific and will have more specialized content. The focus will not only be on attracting an audience through SEO strategies and pleasing search engines, but now it is desired to deliver relevant content that provides value and makes a real contribution. “Soulless” texts will be left out to make way for interaction and true knowledge.

The content marketing strategy will come from outside, as companies will leave this task in the hands of experts, and there will be a sustained growth in the number of companies that offer these services.

Content will be more interactive and creative. Videos will be used much more and we will begin to see a proliferation of 3D audiovisual experiences, thanks to platforms such as Facebook Live and Periscope, which have given rise to streaming. Virtual experiences will be powerful and highly interactive with the user, which will change the way of offering and consuming content, as it will also be immediate. This process began in 2015 with Facebook's “immersive ads” or Twitter's “instant articles.” The goal is to make it as easy as possible for the public to reach our sites.

Content will also be more concise, with a reduction in poor quality content that only takes up virtual space. On the other hand, once websites have relevant content, strategies will focus their efforts on distribution channels with specialized programs. Positioning long-tail keywords, those with more than three words, will also be a widely used tactic.

All of the above translated into figures from the latest report from the Content Marketing Institute, “2016 B2B Content Marketing Benchmarks, Budgets and Trends Report”, tells us that 80% of buyers prefer to make their decision based on articles rather than being guided by advertising, which is why it is so important to focus on quality. On the other hand, 90% of consumers consider personalized content useful and 78% perceive that the companies that create it seek to have a good relationship with them.

2.- Keywords evolve when positioning long-tail keywords:

As for the widely used keywords, 2016 will see the rise of long-tail keywords. This will be essential to compete in an SEO market where the only way to differentiate yourself is by being more specific.

By positioning long-tail keywords, you attract higher quality traffic and generate higher conversions, because people find specific solutions to the problem you want to solve.

Another benefit of using long-tail keywords is that they can be better used in Google Adwords campaigns since they are cheaper due to less competition. It is possible to have more visits at a much lower cost.

In terms of content, using long-tail keywords allows us to generate more relevant information by forcing us to be more specific. This will result in better quality on websites and, therefore, better positioning.

3.- Smartphones take over the content marketing strategy:

Mobile browsing has finally overtaken desktop browsing. In light of this scenario, content marketing strategies are expected to focus on improving the use of this platform .

Mobile user experience is still poor and offers poor navigation in most cases. Today, it is essential to optimize this, as most marketing efforts are aimed at millennials, who are mobile-first. In fact, the Content Marketing Institute also states that 87% of them admit that they are never far from their smartphone and 14% do not trust companies that do not have a mobile site or applications. Brands are expected to improve their responsive designs and thus increase their conversion rates.


4.- Use content creation platforms:

This is a resource that is already being widely used by different companies around the world. These platforms allow you to buy content and get involved in the creation process. The main benefits are that they empower your internal marketing team, in terms of generating new material and saving time, and on the other hand, they reduce fixed costs, since you do not have to hire people to carry out this task.


In Chile, there is a website where you can buy on-demand content, its name is Postedin . This platform only generates original content. People from any profession can register and apply to be writers in various categories. They must first pass a selection test to certify their quality. Once accepted, they will be able to develop various contents according to the specific instructions required by the companies that request the creation of articles, posts, infographics, Ebooks, etc. All content is reviewed by an anti-plagiarism algorithm and editors who verify its quality.