If content marketing wants to remain king, it must evolve
Content marketing – looking forward
As the saying goes, content is king. Companies like Coca-Cola, Nike and Mercedes follow this mantra wholeheartedly by producing blogs, promoting Tumblr memes and even publishing magazines.
In 2017, due to the rapid evolution of technology, while content is still king, video content is the ace.
Quality over quantity
The problem with an influx of content is that as well as wanting more of it, people are becoming more savvy.
The stats about video are quite staggering. The medium is predicted to make up 74% of all online content consumed this year and an increasing number of buyers say they would be more likely to purchase a product after watching a video about it.
There’s no doubt video is a winning content marketing strategy, but if your video is uninteresting or too obviously advertising it is not going to get a look in.
This is why many companies are investing in more top level strategies that are designed to not just entertain and inform, but to truly engage. An example is KitKat’s Virtual break campaign, which combined 360 degree video with Google Cardboard to provide a completely immersive view of what it’s like to parachute off a cliff.
Video’s big role
Video is contributing to the fast evolution of content marketing in a major way. Consider that the GoPro was launched only a few years ago. So much incredible, high action content has been produced by then, in unbelievably clear quality. Products like Red Bull often use GoPro footage from athletes and adventurers to promote their brand. The next step is for 360 video to hit the mainstream. Since the launch of Nikon’s ‘Keymission 360’, the first action camera with HD 4K video resolution, this technology has been catching on fast. From where we see it, the format’s popularity on platforms like Facebook, YouTube and Vimeo will see action-capturing camera will incorporate 360 degree capability within the next two to three years.
Is video part of your future content marketing strategy?
Contact the team at 360dgrees.com to find out how to use it to better connect with your audience.