As this year concludes, we have completed some social media content forecasts at Okimo Clinic. What are the most significant challenges for social media content for B2B and B2C organisations in the upcoming year?
The three biggest trends and challenges that both B2B and B2C companies face next year are the following: understanding their audiences better, creating visual content and recycling content. Notably, each of these challenges can (and should) also be considered opportunities.
The following forecasts were presented at the very first Okimo Clinic Social Media Roundtable in December. If you missed the event, don’t worry—you’ll find the whole presentation below.
1. Understanding your audiences better
The first challenge is just as relevant for B2B companies as B2C companies. The content market continues to become increasingly crowded as more and more organisations and brands engage with their audiences via various content marketing tactics.
In the past year, both B2B and B2C companies have increased their focus on content marketing. According to the Content Marketing 2016 survey B2B companies are surprisingly already taking the lead—currently, 88% of B2B companies use content marketing tactics with B2C companies lagging only slightly behind at 76%.
As the content market becomes more crowded, it is increasingly important to know your audience and truly understand the kinds of content they want and need. Successful companies check their analytics regularly and use meaningful data to determine what resonates best with their audiences.
But creating content that resonates is just the beginning; marketers must also make sure their content reaches the right audiences. In 2016, targeted content is being focused at increasingly specific audiences. After identifying your target groups, a target audience mapping analysis can help you understand how to ensure your quality content reaches your intended audience through carefully targeted social ads.
2. Creating visual (video) content
Visual content has been around for years, but now is the time for brands to fully embrace visual storytelling. As global consumers are increasingly turning to their mobile devices to browse content, quickly and easily consumed visual content reigns supreme.
In 2016, the internet will be video. Most social media channels have already adapted to this trend. Already today, 8 billion videos are watched daily on Facebook alone. Video traffic is estimated to grow 55% annually, and by 2019, 80% of the global consumer online traffic will be video streaming.
Meeting this expectation will be a bit of a challenge for companies and organisations. With few exceptions, creating successful videos is all about the quality of the actual content, which requires carefully thought out conceptualisation and scriptwriting—however, we recommend that you make the necessary investments. Tutorials and ‘how to’ video content make up the third most common content type watched via mobile devices. This represents tons of possibilities to create videos that address problems and questions that your audiences have.
3. Recycling content
Content recycling or content repurposing has been a content marketing industry buzzword throughout the past year—but a positive one. Quality content deserves all the attention it can get. Recycling and repurposing content are terrific tactics to lengthen the lifecycle of a content piece. Whether repurposing your blog post as video or a visual Slideshare presentation, content recycling is all about maximising your message across various forms of content.
According to the previously mentioned survey, the most used content marketing tactic by both B2B and B2C firms is social content.
The survey revealed that the most B2B companies use social content followed by case studies, expert blogs, in-person event, articles and videos, in that order. Both B2B and B2C companies have found visual content to most effectively meet their targets.
By considering the types of content that are most important to your audience, you can make informed decisions about recycling your content. If your audience is most receptive to videos, you should strongly consider the necessary investments to repurpose your blog posts into streamable content.
Above all else, these three issues—understanding audiences better, creating visual content and content recycling—are about optimising content. With the wide array of content available today, B2B and B2C companies must strive to use all the tools at their disposal to optimise great content and make it available to the appropriate audiences in the formats they want.
Interested to read more? See our presentation on SlideShare from #OkimoRoundtable.