Content Marketing Trends to Watch Out for in 2016
STATISTICAL OVERVIEW
• With the increasing impact of digital content on the competitive and expanding global marketplace, the need to have a strong B2B content marketing strategy is certainly high.
STATISTICAL OVERVIEW Stanford University Wizards Jerry Yang and David Filo founded Yahoo in 1994. It was a prototype to explore World Wide Web
The runaway success came in the year 1996 when Yahoo made its search engine public. • 88% of B2B marketers are currently using content marketing as part of their marketing strategy. Yahoo was unrivalled and even surpassed competitors such as Alta Vista and Excite. • Going further in 2016, 76% of B2B marketers are predicted to be producing more content
VIDEO IS HERE TO STAY
Video is here to stay • The year 2015 saw the rise in use of visual content by both B2B and B2C marketers. The trend is expected to continue in 2016, facilitating the development of this promising segment of digital marketing. • Use of video content has proven to be very effective, leading to a 50% increase in CTR and also a 35% increase in customer loyalty.
• Recent predictions state that video will account for 69% of all internet traffic by 2017.
In 2001, Yahoo! Inc. rose to stardom being the second most popular name on the Internet after AOL. Its net worth had already exceeded $125 billion a year earlier.
MORE FOCUS ON CONTENT QUALITY
More Focus on Content Quality • Good quality content is the key factor in drawing people’s attention . • Marketers will keep making effective efforts to better their content. • A combination of text, video and multi-media content are likely to best great in 2016.
In 2008, Microsoft makes a bid to acquire Yahoo for $45 billion. Yahoo rejects the offer citing the proposal simply undervalues its brand worth
INCREASE IN BRANDED CONTENT
Increase in Branded Content • The value of branded content is going to increase noticeably in the days to come. • No more ads masquerading as content. • Now, brands will focus on producing genuine and useful content
VIRTUAL CONTENT WILL BE THE NEW ATTRACTION
Virtual Content will be the New Attraction • Brands will more explore the virtual reality bandwagon to deliver unique experiences and achieve high levels of consumer engagement. • With Facebook acquiring Oculus Rift, virtual reality as the new tool to drive content marketing campaigns in 2016 is predicted to rise.
In 2012, Yahoo sold the shares held in Alibaba. In 2014, it sold more. In 2016, Yahoo owns a meager 15% of Alibaba, which alone is worth $30 billion.
SOCIAL MEDIA CONTINUES TO DOMINATE
Social Media Continues to Dominate • With its wide reach and popularity, social media platforms will continue to dominate the content marketing space. • Users will be turning more towards Facebook, Twitter and other platforms for product information and other marketing queries rather than sticking to just search engine results.
In 2012, Yahoo hires Marissa Mayer as its new chief executive. It was a bid to save the iconic brand from sinking. Yahoo attempted to restore the brand's identity under Mayer. Although initial efforts were promising, Yahoo could not sustain the surge longer and quickly lost to competition.
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