The rapid advance of technology forces marketers and creators to reinvent the way they produce content more quickly than ever before, but the goal remains the same: Tell a great story that captivates and informs. With that in mind, here are five emerging trends that’ll help give an edge to your content marketing strategy.
Many people now get their news exclusively from Facebook. Not surprisingly, publishers are increasingly tailoring their content specifically for social platforms, thanks to fast-loading, ad-friendly editorial formats such as Snapchat Discover and Facebook Instant Articles.
This approach is now being adopted by brands. Last October, Sony Pictures became the first brand to purchase its own Snapchat Discover channel, which was dedicated to the latest James Bond movie, Spectre. Meanwhile, Facebook recently announced that it would be making Instant Articles available to brand publishers. This means that marketers will have to adapt their content for these enhanced social formats, which means effective and entertaining vertical video on Snapchat, stunning motion photography for Instant Articles, not to mention content that generally sparks discussion and sharing.
Dark Social and Chat
Given their sheer number and audience (WhatsApp alone has one billion users), messaging platforms like Facebook Messenger, Google Hangouts, and iMessage would seem like a no-brainer for content creation, but their lack of trackability has kept most publishers and marketers away.
Now that there’s too much content everywhere else, though, “dark social” is suddenly the new frontier. Faceb…
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