{"id":9342,"date":"2016-01-23T18:24:11","date_gmt":"2016-01-23T17:24:11","guid":{"rendered":"https:\/\/www.mickyweis.com\/5-content-marketing-trends-jeg-gerne-ser-i-2016\/"},"modified":"2025-08-04T20:26:08","modified_gmt":"2025-08-04T18:26:08","slug":"content-marketing-trends-2016","status":"publish","type":"post","link":"https:\/\/www.mickyweis.com\/en\/content-marketing-trends-2016\/","title":{"rendered":"My top 5 content marketing trends for the year ahead"},"content":{"rendered":"<p>2016 has kicked off and I figured it was time for another blog post.<\/p>\n<p>I\u2019ve been thinking about what to write this time, and I\u2019ve come to the conclusion that we should take a look at the trends I believe will have a massive impact in 2016.<\/p>\n<p>First of all \u2014 if you haven\u2019t started working with <a href=\"https:\/\/www.mickyweis.com\/en\/content-marketing-strategy\/\">content marketing<\/a> yet, I strongly recommend that you do. In my opinion, companies that don\u2019t work with content will suffer a slow death within the coming years.<\/p>\n<p>You might ask why?<\/p>\n<p><strong>Let me explain.<\/strong><\/p>\n<p>As the online industry has exploded over the past 5\u20136 years, the entire marketing landscape has shifted. When there are few players in a market, there\u2019s room for everyone when it comes to advertising. That\u2019s no longer the case in a competitive market \u2014 especially not in major industries like fashion, electronics and similar.<\/p>\n<p>That\u2019s why <a href=\"https:\/\/www.mickyweis.com\/en\/marketing-education\/\">online marketing<\/a> today requires something different.<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 ez-toc-wrap-left counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Jump to section<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.mickyweis.com\/en\/content-marketing-trends-2016\/#Content_marketing_is_slowly_killing_the_internet\" >Content marketing is slowly killing the internet<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.mickyweis.com\/en\/content-marketing-trends-2016\/#Forget_Google_Adwords_focus_on_experience\" >Forget Google Adwords, focus on experience<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.mickyweis.com\/en\/content-marketing-trends-2016\/#Video_marketing_will_gain_even_more_momentum\" >Video marketing will gain even more momentum<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.mickyweis.com\/en\/content-marketing-trends-2016\/#Real-time_marketing_will_catch_up_with_us\" >Real-time marketing will catch up with us<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.mickyweis.com\/en\/content-marketing-trends-2016\/#Personalized_advertising\" >Personalized advertising<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.mickyweis.com\/en\/content-marketing-trends-2016\/#Quality_will_kill_quantity_in_collaboration_with_Google\" >Quality will kill quantity, in collaboration with Google<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.mickyweis.com\/en\/content-marketing-trends-2016\/#Conclusion\" >Conclusion<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Content_marketing_is_slowly_killing_the_internet\"><\/span><b><\/b>Content marketing <strong>is slowly killing the internet<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>You see 10 websites about weight loss \u2014 who\u2019s right? The problem with content marketing is that it doesn\u2019t necessarily need a sender. More and more major sites outsource and accept guest posts just to fill up their pages.<\/p>\n<p>With no quality control or personality.<\/p>\n<p>And these are the very sites we see ranking high on Google. So it\u2019s not just a problem for users \u2014 it\u2019s a problem for Google as well.<\/p>\n<p>Google released new guidelines at the end of 2015.<\/p>\n<p>This is just the beginning of integrating user opinions. We\u2019ll increasingly see Google and Facebook using the data they have about us and our relationships to create credibility and user involvement in search results \u2014 how else should they distinguish between content?<\/p>\n<p><strong>[easy-tweet tweet=&#8221;You trust credible sources, your friends \u2014 not algorithms.&#8221; via=&#8221;no&#8221; hashtags=&#8221;#contentmarketing&#8221;]<\/strong><\/p>\n<p>Even Amazon has started <a href=\"http:\/\/techcrunch.com\/2015\/12\/08\/amazon-ups-its-content-game-with-expert-articles\/\">hiring experts to write about their products,<\/a> to give the site more substance and add a new dimension to the business.<\/p>\n<p style=\"clear: both; margin-bottom: 18px; overflow: hidden; border: 1px solid #e5e597; padding: 13px; text-align: center; background: none 0px 0px repeat scroll #fffecf;\">Think about your latest purchases &#8211; did you ask your friends for advice?<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Forget_Google_Adwords_focus_on_experience\"><\/span><strong>Forget Google Adwords, focus on experience<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>More and more businesses live or die by their ad budgets \u2014 which is not only expensive, but also dangerous.<\/p>\n<p><strong>Yeah yeah, you always say that. But why?<\/strong><\/p>\n<p>Let\u2019s first look at the number of companies using Adwords.<\/p>\n<p style=\"text-align: center;\"><img decoding=\"async\" class=\"alignnone wp-image-2437\" src=\"https:\/\/www.mickyweis.com\/wp-content\/uploads\/2021\/04\/Skaermbillede-2016-01-16-kl.-19.31.48-1030x444-1.png\" alt=\"Sk\u00e6rmbillede 2016-01-16 kl. 19.31.48\" width=\"488\" height=\"186\" \/><\/p>\n<p>And how big is your budget as a new webshop? Relatively small \u2014 let\u2019s agree on that. Maybe you can compete in some niche categories, but what happens when a bigger competitor shows up? I\u2019ve seen it time and time again.<\/p>\n<p>Your ad spend skyrockets, your margin drops, and you\u2019re forced to shut down Adwords \u2014 and poof, the customers are gone.<\/p>\n<p>The budget isn\u2019t the only threat.<\/p>\n<p style=\"text-align: center;\"><em>Ad blocking is skyrocketing right now!<\/em><br \/>\n<em>In other words, people are fed up with ads.<\/em><\/p>\n<p style=\"text-align: center;\"><img decoding=\"async\" class=\"alignnone size-large wp-image-2438\" src=\"https:\/\/www.mickyweis.com\/wp-content\/uploads\/2021\/04\/Skaermbillede-2016-01-16-kl.-19.35.47-1030x629-1.png\" alt=\"Sk\u00e6rmbillede 2016-01-16 kl. 19.35.47\" width=\"980\" height=\"598\" \/><\/p>\n<p>So what do people want instead?<\/p>\n<p>The same things they\u2019ve always wanted \u2014 entertainment, help, solutions, and a sense of well-being.<\/p>\n<p>Online marketing has reached the same point as TV advertising \u2014 we throw out a bunch of ads and hope they convert into sales without knowing what our users actually need.<\/p>\n<p>There are so many possibilities out there! But do you know why most companies never try the creative options?<\/p>\n<p>Because they can\u2019t be tracked day-to-day, because it\u2019s a \u201crisk,\u201d because it requires creativity \u2014 because branding has been lost in most Danish online businesses, with only a few exceptions.<\/p>\n<p>In the next sections, I\u2019ll walk through a few elements you should consider.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Video_marketing_will_gain_even_more_momentum\"><\/span>Video <strong>marketing will gain even more momentum<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>What\u2019s more credible than video?<\/p>\n<p>Video is exploding right now \u2014 both on YouTube and Facebook. There\u2019s no doubt it\u2019s here to stay. In fact, Facebook recently announced they\u2019re changing their feed to give video even higher priority.<\/p>\n<p style=\"clear: both; margin-bottom: 18px; overflow: hidden; border: 1px solid #e5e597; padding: 13px; text-align: center; background: none 0px 0px repeat scroll #fffecf;\">Most companies still never get started &#8211; because it takes time, resources, and creativity.<\/p>\n<p style=\"text-align: center;\"><strong>But here\u2019s a challenge \u2014 just get started!<\/strong><\/p>\n<p>You don\u2019t have to reinvent the wheel. Let\u2019s brainstorm some ideas together:<\/p>\n<ul>\n<li><strong>We sell baby gear &amp; toys!<\/strong> Let\u2019s make a YouTube channel about everything kids. How to put on a diaper (great viral potential), how to hold a baby properly, how to secure them in the car. Remember, you don\u2019t need to sell in every video. Make tons of videos where you don\u2019t mention sales at all \u2014 then make 5\u20136 videos with an offer or discount code.<\/li>\n<li><strong>We sell webshop solutions!<\/strong> Great \u2014 that\u2019s easy! Create a YouTube channel and solve the most basic problems for people running webshops. How to start a webshop. How to set up shipping plugins, handle VAT, manage customer service. As we demonstrate our expertise, we\u2019ll naturally attract clients.<\/li>\n<li><strong>We sell gardening tools!<\/strong> Awesome! Let\u2019s create a channel about taking care of your garden. Everything from mowing the lawn to cleaning the grill and gutters \u2014 only our expertise limits us. We can even include our own products in the videos.<\/li>\n<\/ul>\n<p>Easy, right? Now you just need to start filming!<\/p>\n<p>You don\u2019t even have to go as far as launching a <a href=\"https:\/\/www.mickyweis.com\/en\/youtube-views\/\">YouTube channel<\/a> \u2014 make product videos with a funny twist. Show what else your product can be used for beyond the main function \u2014 maybe it taps into a hidden consumer need?<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Real-time_marketing_will_catch_up_with_us\"><\/span>Real-time <strong>marketing will catch up with us<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Users are more active than ever. Not necessarily in terms of hours, but when we are online \u2014 it\u2019s instant. We send Snapchats, we watch each other live on Periscope, we want to follow live events on Facebook.<\/p>\n<p>In other words, we want to be entertained in real time and hit with campaigns that match the moment.<\/p>\n<p>Remember how Black Friday has become a fixed phenomenon over the past 5 years? People <em>expect<\/em> something to happen that day \u2014 and if it doesn\u2019t, they\u2019re disappointed.<\/p>\n<p>You can use that to your advantage.<\/p>\n<p style=\"text-align: center;\"><em>The best example of this is Red Bull\u2019s live stream of Felix Baumgartner\u2019s space jump \u2014 thankfully, nothing went wrong, and it\u2019s considered one of the most valuable marketing stunts in history.<\/em><\/p>\n<p><center><iframe loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/raiFrxbHxV0\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/center>You don\u2019t need to be Red Bull.<\/p>\n<p>What you do need are two things: knowledge about your customers and the ability to execute.<\/p>\n<p>Let\u2019s make some examples again:<\/p>\n<ul>\n<li><strong>E-commerce businesses<\/strong>: Use live customer support \u2014 so when people call or chat with you, they can see you live. It builds trust and almost certainly reduces dissatisfaction.<\/li>\n<li><strong>Consultants<\/strong>: Allow clients to speak live with a consultant. For example, with insurance it\u2019s all about trust. If you send a PDF report, offer to do a live follow-up where you guide the person via Skype or FaceTime \u2014 or show your screen in real time to walk them through it. Scale your time by recording the videos and using them in future cases.<\/li>\n<li><strong>Content-focused<\/strong>: Do fun real-time content like Red Bull! Remember those guys who dropped Mentos into a Coca-Cola and it exploded? Do the same! Make fun real-time office videos using your products. Who\u2019s fastest on a segboard? Who can eat 10 cream puffs the fastest? Give a 20% discount to those who guess right.<\/li>\n<\/ul>\n<p>Again, there are endless ideas for using real-time marketing.<\/p>\n<p>Of course, it must align with your company\u2019s strategy \u2014 and it might be hard to implement in boring corporate businesses (who rarely succeed with content because it has to go through 20 middle managers).<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Personalized_advertising\"><\/span><strong>Personalized advertising<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Shouldn\u2019t I mention advertising?<\/p>\n<p>Yes \u2014 in principle. But there\u2019s one thing I believe will gain more ground. Maybe not in 2016, but it\u2019s something we should keep an eye on.<\/p>\n<p style=\"text-align: center;\"><em>Recognize this sign?<\/em><\/p>\n<p style=\"text-align: center;\"><img decoding=\"async\" class=\"alignnone wp-image-2444\" src=\"https:\/\/www.mickyweis.com\/wp-content\/uploads\/2021\/04\/Skaermbillede-2016-01-16-kl.-20.47.35.png\" alt=\"Sk\u00e6rmbillede 2016-01-16 kl. 20.47.35\" width=\"262\" height=\"427\" \/><\/p>\n<p>Why did most of us put &#8220;No ads please&#8221; on our mailboxes over the past decade? Because we were tired of 200 flyers with 99% irrelevant offers.<\/p>\n<p>The same thing is happening online today. We\u2019re bombarded with the same ads over and over, as if we\u2019re a single user \u2014 yes, re-marketing is a start, but it\u2019s still not intelligent enough.<\/p>\n<p>That\u2019s where the internet has a huge advantage: data. Every online business now has so much data on us, it becomes easier to create more specific content.<\/p>\n<p>If Google can implement what they know about our search habits, buying behavior, social activity, and offline interests \u2014 they could build a personal search engine instead. Just for us.<\/p>\n<p style=\"text-align: center;\"><strong>THE SOCIAL SEARCH ENGINE<\/strong><\/p>\n<p>And no \u2014 this isn\u2019t a doomsday prophecy for Google. With over $200 billion in revenue, it\u2019ll be a while before they disappear.<\/p>\n<p>Still, I believe the world of search is facing its biggest challenge yet. When something keeps growing, it often reaches a tipping point \u2014 and Google hasn\u2019t changed much except tweaking its algorithm. They\u2019re also being challenged by the insane amount of content produced daily.<\/p>\n<p>So how can you use that?<\/p>\n<p>Think the same way! Maybe you run a webshop \u2014 or want to start one. Think about the information you have on every user who logs in and shops with you.<\/p>\n<ul>\n<li>What products does the customer buy?<\/li>\n<li>How often does the customer order?<\/li>\n<li>Do they order more when there\u2019s free shipping?<\/li>\n<li>Are they ordering for their family?<\/li>\n<\/ul>\n<p>In the future, I believe we\u2019ll see a specific interface when we log into large webshops \u2014 Tripadvisor, Zalando, and Amazon are already doing it.<\/p>\n<p style=\"text-align: center;\"><em>Zalando tries to show news from my favorite brands.<\/em><br \/>\n<em>At the same time, they ask me to confirm more brands I like.<\/em><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-large wp-image-2446\" src=\"https:\/\/www.mickyweis.com\/wp-content\/uploads\/2021\/04\/Skaermbillede-2016-01-16-kl.-20.54.52-1030x512-1.png\" alt=\"Sk\u00e6rmbillede 2016-01-16 kl. 20.54.52\" width=\"980\" height=\"487\" \/><\/p>\n<p>Zalando does this particularly well \u2014 they even use this content in their personalized newsletters. That means I get emails based on how I\u2019ve interacted with their website.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Quality_will_kill_quantity_in_collaboration_with_Google\"><\/span><strong>Quality will kill quantity, in collaboration with Google<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>I\u2019m honestly tired of low-quality, automated content. I\u2019m sure Google is working on an algorithm to end clickbait that offers no value to users.<\/p>\n<p>Some of the tools Google uses are bounce rate, time on site, and how trustworthy your source is.<\/p>\n<p style=\"clear: both; margin-bottom: 18px; overflow: hidden; border: 1px solid #e5e597; padding: 13px; text-align: center; background: none 0px 0px repeat scroll #fffecf;\">Did you know Buzzfeed produced more than 69,000 articles last year &#8211; including 800,000 images? That&#8217;s around 189 articles per day. For one site!<\/p>\n<p>In my view, all content is about quality. It\u2019s about the message and the red thread. Buzzfeed may be making money now, but it\u2019s not a sustainable strategy for the next decade. Google and Facebook will put an end to it.<\/p>\n<p style=\"text-align: center;\"><em>You\u2019ve definitely seen these headlines on Facebook.<\/em><\/p>\n<p><img decoding=\"async\" class=\"wp-image-2449 aligncenter\" src=\"https:\/\/www.mickyweis.com\/wp-content\/uploads\/2021\/04\/Skaermbillede-2016-01-16-kl.-21.20.15-1030x641-1.png\" alt=\"Sk\u00e6rmbillede 2016-01-16 kl. 21.20.15\" width=\"601\" height=\"374\" \/><\/p>\n<p>There are tons of examples of clickbait sites \u2014 and more and more celebrities are getting into it.<\/p>\n<p>Examples:<\/p>\n<ul>\n<li><strong><a href=\"http:\/\/www.mayweatherofficial.com\/\">http:\/\/www.mayweatherofficial.com\/<\/a><\/strong> (owned by Floyd Mayweather)<\/li>\n<li><strong><a href=\"http:\/\/aplus.com\/\">http:\/\/aplus.com\/<\/a><\/strong> (owned by Ashton Kutcher)<\/li>\n<\/ul>\n<p>The benefit for these celebrities is that they have a massive following on social media, so they can push their posts to generate huge traffic. Plus, they get tons of media coverage that strengthens their link profiles (links to their sites), improving their Google rankings.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Conclusion\"><\/span><strong>Conclusion<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>I could be completely wrong \u2014 after all, I\u2019m not a machine that can predict the future of online marketing. What I <em>do<\/em> know is that the internet is accelerating faster than ever, with more players entering the space.<\/p>\n<p>More than 100,000 of us working in online marketing have tried to predict what\u2019s coming \u2014 who knows who\u2019s right?<\/p>\n<p style=\"text-align: center;\"><strong>What do you think will happen? And what will <em>you<\/em> focus on in 2016?<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>2016 has kicked off and I figured it was time for another blog post. I\u2019ve been thinking about what to write this time, and I\u2019ve [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":5166,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[87],"series":[],"class_list":["post-9342","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content-marketing-en"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Content marketing in 2016: 5 trends to watch<\/title>\n<meta name=\"description\" content=\"Ready for what&#039;s next in content marketing? Let\u2019s dive into the top trends to watch in 2016. Read more here.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.mickyweis.com\/en\/content-marketing-trends-2016\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Content marketing in 2016: 5 trends to watch\" \/>\n<meta property=\"og:description\" content=\"Ready for what&#039;s next in content marketing? Let\u2019s dive into the top trends to watch in 2016. 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