Content marketing, especially in India, is still in its infancy. We are mostly stuck with content syndication, bookmarking, RSS and social media. Though they too are important, you need something more to gain your readers’ favor. 2012 is likely to see some new trends in content marketing. For example, content curation will be a hot trend this year. However, content aggregation and syndication will be losing some of their grounds. Google Panda updates have forced website owners and businesses to refrain their attempt to republish similar content to aggregating links. As a result online syndication and content aggregation will be losing their heat.
However, this created an opportunity for content curation. Instead of republishing content, you can share link of an original content along with your commentary. It adds value to the content, giving it a momentum and is easy to use.
The Advantage – With no plagiarism involved, content curation eliminates the chances of thin content and Google Panda updates will surely love you for this. These opinion websites are the new face to market your content this year.
Similarly, crowdsourcing will be in hype. In fact, we are already hearing much about it. Crowdsourcing for content creation became the most discussed item on web when AOL’s purchased the Huffington Post last year. It has become a valid business model for content marketers, where people create content for you for low pay or for free in return for online exposure. Guest posts and user reviews are some of the best examples of crowdsourcing to generate content.
Think out-of-the-box and make a separate blog post based on your reader’s comments such as “best of” comments post to attract your readers.
For consumer crowdsourcing, focus on the social media. Invite and encourage your consumers and followers to upload photos and videos on Facebook for a steady flow of content. Also invite people to tag themselves as friends. The photo and video sharing contests that are now popular on social media sites like YouTube, Facebook and Flickr are also a great way to generate content through crowdsourcing. Almost all the brands are using them, and small and mid-sized businesses too are taking advantage of it.
The Advantages – You gain brand exposure by showing off your reach and influence over the crowd. Better yet, it’s usually free.
Content Publishing as Media
Another trend that’s likely to gain popularity in 2012 is brands publishing content as media. However, the traditional content marketing trend of using social web is likely to have a fall. For many companies, social media sites and tools fail to make proper marketing pitches. To connect your brand with online users, you rather need to think more like publishers. So redesign your content strategy and blend in some sporadic marketing information with an informative editorial material to create branded content. Also, focus on mobile-friendly content – the number of smartphone and tablet users are growing, even in India.
Customer’s buying process and content marketing strategy [Infographic]
Digital Marketing Trends [Infographic]