The 10 Ways Marketing Will Change In 2016: Part 2

In part one of this series, we took a look at the first five predictions for changes to marketing trends in 2016. Many of our first half of the list focused on changes in tone of voice and public perception approach, let’s check out some other angles in the next five:

6) Managing your entire marketing cycle will be cheaper and simpler

As so many new companies have sprung up on online, the demand for awesome business to business software as a service (B2B SaaS) products has skyrocketed. Platforms like Hubspot, Kissmetrics, Intercom, and more have sprouted up to help manage campaigns, test conversions, schedule content, and more.

This innovation will only get more competitive and result in better platforms and tools for brands. More than a few brands in 2015 likely saved themselves a boatload of money by using such tools to bring their marketing efforts in-house.

7) Advertising and branding agencies will change

Let’s be honest, this one has been happening for a few years, but we’re really going to start seeing the dinosaurs die out in 2016. Agencies who are still only working with legacy brands, betting on them not bringing in fresh blood who want to expand beyond traditional advertising, or who want to simply ‘service’ social media and new communication platforms to appease clients rather than to actually innovate, are going to have trouble.

8) Consultants will have to get more clever

In the same way that agencies will have to adapt or die, those proclaiming to be experts or gurus who can do branding on a freelance basis will have to expand their skillset. For the most part, such people are driven to stay up to date and won’t have a problem with this.

That said, there will no doubt be those who struggle to adapt and want to keep on writing the same types of sales pages and pitching the same type of creative to their clients. As these wane in effectiveness, so will their businesses.

9) Wearable format

In 2016, wearable devices like the Apple Watch (and whatever gets rolled out in the next few months) will probably move from fringe and toward mainstream. With mass adoption comes mass opportunity, so brands will need to look into how they can get themselves in front of users of these devices in a native format.

Native means working within screen size restrictions, limited app offerings, and forming partnerships with companies who have some hold in relevant markets.

10) Smart automation

As time saving and automation tools become more prevalent, brands will develop best practices for automating their marketing process. Please note: this does not necessarily mean automating everything you can.

In fact, some of the strongest brands are able to pick out situations where automation can still be genuine while saving time, and then also hone in on areas where interaction should be kept more authentic and manual. Perhaps even a new meta market of products who help brands identify which parts of their process they should automate will even arise.

The 10 Ways Marketing Will Change In 2016 : Part 1

Much like the rest of the world, marketing as an industry has seen massive year over year changes over the past half decade or so. As technology and communication take mega-leaps in shorter amounts of time than ever imagined, we have to adapt quickly to stay ahead of the effective marketing curve.

To help facilitate that, here are some of the biggest ways in which marketing will likely change in 2016.

1) Content marketing will eclipse paid acquisition

Already a prominent trend, content marketing is something smart brands have latched onto over the past year or two (and some even longer). The basic premise is that content, in the form of writing, video, audio, etc., should be put out by brands.

This content veers from traditional paid advertising by making sure that it actually delivers some value or utility to the reader, rather than just being an extension of an advertisement. Brands that practice content marketing are continually seen as in-touch and willing to help prospects, even before they hand over their money.

2) Live-streaming

If you’re not already on Periscope or Facebook’s live video streaming platform, look into it. It is now easier than ever to incorporate live streaming events into your marketing wheelhouse, and these can be excellent ways to stay connected with customers and come across as more authentic and human as a brand.

For example, many popular figures host Q&A’s. Consider bringing on well known figures or celebrities in your market as guests for live interviews, or starting a daily series to keep followers updated on what your office is cooking up, etc.

3) The “I” will die

Simply put: communication has long been two-way, and is now all but consumer controlled. That means that switching to another brand is as easy as a couple of taps on a screen, and that leaving a hilariously tarnishing review of a company that gets retweeted 13,000 times is a reality of the landscape we live in.

For this reason, brands who aren’t on board yet will need to catch up by getting comfortable with talking with their prospects, not at them. It’s a concept that some from the old school have trouble grasping, but it will have a huge impact on how relevant your brand is perceived as.

4) Tone of voice will experience a shift

As an extension of number 3, you’ll likely witness many brands trying to come across as more ‘fun’ or ‘playful’ in their social media and public communications. Some will miss the mark awkwardly, while others will score big wins through their community interactions.

In any event, look out for a shift in what is considered appropriate for
a corporate voice.

5) Advertising costs will fall

Alright, to be honest, this still might be a year or two away, but think about this: Ad networks like Google Adwords have hit a critical mass of competition, or are approaching it in many markets, where prohibitively expensive bids of $10+ per click are a reality in many industries. As such, people are getting more creative: They’re taking their dollars to social, or to content.

Eventually, older networks that have fallen out of favor will have lower bids, and those clever enough to use them and not look desperate might have an opportunity.

How to Promote Your Blog Posts as an Online Marketer: Part 2

So you’ve churn out a stellar blog post. I mean a real whopper, something that will make people say, “wow, I’ve never thought of it like that!” Packed with data, case studies, and references, written with the eloquence of a modern day Shakespeare, your article is going to take the internet by storm, if only it finds a few interested eyeballs.

Hold on there, cowboy or cowgirl, it’s a long road ahead. Not that that’s anything to be afraid of. Once your blog post goes live, here are a few ways you can kickstart its ability to gain some attention.

Email sources. The advantages of citing actual sources and other authorities in a niche are twofold. First, they give your own writing extra authority because anyone can just say something, but once it’s backed up with facts and figures you can show that you’ve done your homework.

The second advantage is that you can actually try and leverage the people and sites you’ve used as sources to help share your article.

If you wrote in an article on top resources for bloggers (please, don’t actually write this article unless you can do something better than the 40,327,811 out there that already exist), you might have mentioned someone’s software that you use on a daily basis.

Once your article goes live, send the company an email and/or tweet at them, letting them know you’re a fan and saying you mentioned them in your latest post. At the end, politely ask that they consider sharing the article with their own audience if they enjoyed it.

Make friends with the big dogs, even when they seem out of reach. Every big content marketer whose blog posts now get 1,000+ shares each week started out where you are. They were grinding when no one paid attention and they recognize the struggle.

If you can offer them some sort of help in their business, if you can consistently network and show them that you ask smart questions in their comment sections, or that the posts of yours that you’re tweeting show that you’re putting in the time and effort and aren’t going anywhere, they’ll notice.

When the time comes, it might just not be too much of a stretch for you to reach out and ask if they might give some super cool thing you’ve written a nudge. That’s pretty cool (so make it happen!).

Of course, you should also be making sure that you give your own channels a mega nudge on your own.

Post to Facebook, schedule several tweets to go out over a few days using tweetdeck, post images to tumblr that link back to your content, take advantage of Facebook, Google+, and LinkedIn groups, as these can be deceptively good places to get your content seen by those who would find them relevant.

More sensitive communities, like Reddit and Inbound, can also be great places to share, but will require some more finesse.

Whatever your promotional tactics, keep them constantly evolving, and don’t be afraid of trying something that might not work, because it just might be a gold mine for you.

How to Promote Your Blog Posts as an Online Marketer: Part 1

Content is king, queen, and the whole royal court these days. In fact, the nod given to creating longform, rich content by traditional ad agencies, who themselves have rebranded in droves to ‘media agencies’, should give you some indication as to the way of the online marketing tides right now.

Consistently, brands who embrace the content creation trend rather than throw more money at legacy methods are scoring bigger than their more stubborn counterparts, and that’s because it’s mostly a win/win scenario: Brands who are willing to work consistently build their followings, and consumers get something with a little more thought than a banner ad.

Naturally, the charge on content marketing was led by savvy content marketers long before mega-brands and agencies caught on, but the particulars of its evolution have little relevance today.

For marketers, this can be viewed as a good or a bad thing. On the one hand, you can come up with great ideas that people love and share and put those great ideas down into writing without being a bigtime agency. The bad part, however, is that they’ve got the chance to churn out a lot more content when working in teams.

How do you compete? Well, for one, you should always be striving to do what someone else does better than they have. Because content marketing is a value game, a vast library of past projects and work can be completely obliterated and made obsolete by one game-changing piece that’s so amazing, so legit, that people can’t help but pay attention.

The next step is to make sure that you’re giving every single post the ‘after-care’ it deserves. For independent content marketers, you’ll probably be looking to spend at least as long promoting an article as you do creating, and preferably 2-3 times that amount.

To achieve this, start putting together a promotion list with the different places and ways in which you will share every single post. As a new avenue comes to mind, add it. As you check analytics and find certain methods aren’t actually generating any interest or traffic for you, drop them and try and find something else to replace that method.

Content marketing fits, in many ways, with the concept of growth hacking, which has grown to relevance in the past year or two especially. Growth hacking is about leveraging creative product and promotion hack that can help to give a business a viral growth factor in which every user you gain recruits at least one other user to the service or customer to the product, which means that a brand’s growth is, at that point, self-perpetuating.

Getting these tactics to culminate in a success story is the stuff of legends, but those who have been successful (like Dropbox, for example) know that the core is testing and tweaking constantly. Content marketing can be an excellent means in driving people into the top of that funnel.

In part 2, we’ll get into a few of the specifics for sharing a blog post once it’s been creative, and how you can even growth hack the reach of your articles, to an extent.